7 Google Business Profile Mistakes That Are Costing You Customers (And How to Fix Them Today)
Your Google Business Profile is often the first impression potential customers have of your business. Yet countless local businesses are making simple mistakes that are quietly driving customers straight to their competitors.
I've audited hundreds of Google Business Profiles over the years, and I keep seeing the same mistakes pop up again and again. The frustrating part? They're all dead easy to fix. You don't need to be a tech wizard or hire an expensive agency – you just need to know what to look for.
So let's dive into the 7 most common (and costly) Google Business Profile mistakes I see every day – and I'll show you exactly how to fix them, right now.
The Cost of Getting It Wrong
1 Incomplete Business Information
The Mistake: You've claimed your profile but left half the fields blank. No website, no service descriptions, no opening hours for special occasions. It's like putting up a shop with half the sign missing.
Why It Hurts: Google rewards complete profiles with better visibility. Plus, customers can't book you if they don't know when you're open, or what you actually do. I've seen businesses lose customers simply because they didn't list their phone number!
How to Fix It:
- Fill out EVERY field in your profile – business name, address, phone, website, hours, categories, service areas
- Add special hours for bank holidays and seasonal changes
- Write a proper business description (750 characters max – use them all!)
- Add all your services with detailed descriptions
2 Poor Quality or Missing Photos
The Mistake: You've either got no photos at all, or the only image is a blurry shot someone took on a flip phone in 2012.
Why It Hurts: Listings with photos get 42% more requests for directions and 35% more clicks to their websites. People eat with their eyes first – whether you're a restaurant or a roofing company, good photos build trust.
How to Fix It:
- Upload at least 10 high-quality photos – exterior, interior, team, products, services
- Get your logo professionally designed if you haven't already
- Take photos during daylight with proper lighting
- Update photos regularly to keep things fresh
- Show your team – people buy from people!
3 Ignoring Customer Reviews
The Mistake: Someone leaves you a lovely 5-star review and you... do nothing. Or worse, someone leaves a bad review and you pretend it doesn't exist.
Why It Hurts: Reviews are the modern word-of-mouth. 88% of consumers trust online reviews as much as personal recommendations. When you ignore reviews, you look like you don't care about your customers.
How to Fix It:
- Respond to EVERY review within 48 hours (good or bad)
- Thank people for positive reviews – be specific about what they mentioned
- For negative reviews: apologize, offer to fix the issue, take it offline
- Set up email notifications so you never miss a review
- Actively ask happy customers to leave reviews
4 Wrong Category Selection
The Mistake: You're a plumber but you've selected "Home Services" as your category. Or you've picked 15 different categories because more is better, right? Wrong.
Why It Hurts: Categories tell Google what you do and when to show you. Get this wrong and you'll show up for irrelevant searches while missing the customers who actually need you.
How to Fix It:
- Choose ONE primary category that best describes what you do
- Add secondary categories ONLY for services you actually provide
- Be as specific as possible – "Emergency Plumber" beats "Plumber"
- Check what categories your top competitors are using
- Review and update categories every 6 months
5 Not Using Google Posts
The Mistake: You don't even know Google Posts exist. Or you created one two years ago and never bothered again.
Why It Hurts: Google Posts are like free mini-ads that appear in your Business Profile. They're perfect for announcing offers, events, new services, or just reminding people you exist. Not using them is leaving money on the table.
How to Fix It:
- Post at least once a week – offers, updates, tips, behind-the-scenes
- Use high-quality images with every post
- Include a clear call-to-action button (Book, Call, Learn More)
- Promote seasonal offers and holiday hours
- Share customer success stories and testimonials
6 Inconsistent NAP Information
The Mistake: Your Google profile says "123 Main Street" but your website says "123 Main St." Your Facebook says "Smith & Co" but everywhere else says "Smith and Company."
Why It Hurts: NAP stands for Name, Address, Phone number. When these don't match across the web, Google gets confused about which business is the "real" you. This kills your local SEO rankings and makes you look unprofessional.
How to Fix It:
- Pick ONE format for your business name, address, and phone number
- Use this EXACT format everywhere – website, social media, directories
- Audit all your online listings and update any inconsistencies
- If you move or change phone numbers, update EVERYWHERE immediately
- Save your official NAP in a document for easy copy/paste
7 Not Monitoring Performance
The Mistake: You set up your profile once and never looked at it again. You have no idea how many people are viewing it, calling you, or requesting directions.
Why It Hurts: If you're not tracking what's working, you can't improve. You're flying blind while your competitors are using data to win more customers.
How to Fix It:
- Check your Google Business Profile insights at least once a week
- Track: views, searches, calls, direction requests, website clicks
- Note which photos get the most views
- See what search terms people use to find you
- Compare month-to-month to spot trends and opportunities
Your Action Plan for Today
✅ The 30-Minute GBP Audit Checklist
☐ Profile Completeness
Every field filled? Hours correct? Description compelling?
☐ Photo Quality
At least 10 photos? High quality? Recent?
☐ Review Management
All reviews responded to? Process to get more?
☐ Categories
Primary category specific? Secondaries relevant?
☐ Posts
Posted this week? Regular schedule planned?
☐ NAP Consistency
Same format everywhere? No variations?
☐ Insights
Checked recently? Know your key metrics?
☐ Q&A Section
Answered common questions? Monitored for new ones?
The Bottom Line
Your Google Business Profile is probably the most powerful free marketing tool you have. But like any tool, it only works if you use it properly. The good news? Every single one of these mistakes is fixable, and most take less than an hour total to sort out.
I've seen businesses double their phone calls just by fixing these 7 issues. Not through paid ads, not through complicated SEO tricks – just by getting the basics right.
So here's my challenge to you: block out 30 minutes today. Right now if you can. Go through each of these 7 mistakes and fix them. I promise it'll be the best 30 minutes you spend on your business this week.