Google Business Profile: Why It Matters Most

Most local business owners assume their website is the most important part of their online presence. They invest time and money into design and content, expecting it to be the main source of enquiries. In reality, for most local businesses in Birmingham, customers decide whether to contact you before they ever reach your website.

That decision is usually made on your Google Business Profile.

When someone searches for a service you offer, Google shows local map results at the top of the page. Your opening hours, reviews, photos, and contact details are visible immediately. Many customers call, request directions, or rule businesses out entirely based on what they see there. Your website still matters — but your Google Business Profile is often the first and most important impression.

It Appears Before Your Website in Search Results

For searches like “plumber near me” or “event space in Birmingham,” Google prioritises map listings above organic website results. This means your Google Business Profile gets the most visibility — and often the only attention.

If your profile is complete, accurate, and active, potential customers can contact you instantly. They may call directly, check your opening hours, or get directions without ever clicking through to your website.

For many local searches, Google already provides enough information for someone to make a decision. In effect, your Google Business Profile acts as a mini-website that Google actively promotes for you.

Customers Trust What They See in Your Profile

Your website tells your story. Your Google Business Profile shows proof.

Reviews, customer-uploaded photos, public questions, and star ratings add a level of credibility that marketing copy alone can’t achieve. People trust what other customers say more than what businesses claim about themselves.

For local businesses in Birmingham, this trust factor is critical. A business with consistent positive reviews will often win enquiries over competitors with better-looking websites but weaker reputations. Reviews also influence ranking — more positive engagement generally leads to better local visibility.

It Drives Immediate Actions

Websites require effort: clicking, scrolling, navigating, and deciding. Your Google Business Profile removes that friction.

From a single screen, customers can:

• Call your business

• Get directions

• Visit your website

• View services or menus

• Book appointments (if enabled)

On mobile — where most local searches happen — these actions take one tap. When someone needs a service quickly, convenience often decides who gets the enquiry.

You Can Update It in Real Time

Unlike websites, your Google Business Profile can be updated instantly.

You can change opening hours, post updates, promote offers, or respond to reviews in minutes — even from your phone. This is especially useful for event-based, seasonal, or service businesses where information changes regularly.

Regular updates also signal to Google that your business is active, which helps maintain visibility in local results.

Focus on What Customers See First

Your website still plays an important role in explaining your services and building confidence. But for most local businesses, it’s not the first place customers look.

Your Google Business Profile is the frontline of your online presence. Treating it seriously — keeping it complete, accurate, and active — is one of the simplest ways to improve local visibility and generate more enquiries.

If you’re unsure how your business currently appears in local search or where potential customers may be dropping off, a free visibility audit can highlight exactly what needs improving.