When someone searches for a service in London, Ontario, the first thing they usually see isn’t a website — it’s a map. Three businesses show up with their name, rating, hours, and a phone number. One of those clicks turns into a call. The other two businesses never knew the opportunity existed.
That map result is powered by your Google Business Profile. And for most local service businesses, it’s the single most underleveraged asset in their entire marketing toolkit.
Why Your Google Business Profile Matters More Than You Think
Your website is important — but your Google Business Profile is often the first impression you make. It’s what shows up when someone searches your business name, when they look for services near them, and when they’re comparing you against a competitor. A well-optimized profile builds instant credibility before anyone ever visits your site.
For service businesses in London, Ontario, appearing in the local “map pack” — those top three results — can be the difference between a steady stream of inbound calls and relying entirely on referrals. The good news is that most of your local competitors haven’t fully optimized theirs, which means there’s real opportunity right now.
Step 1: Claim and Verify Your Profile
If you haven’t already claimed your Google Business Profile, that’s the starting point. Go to business.google.com and either claim your existing listing or create a new one. Google will verify your business — typically by mailing a postcard to your business address or via phone or email for eligible businesses.
Don’t skip this step. An unclaimed profile is worse than no profile — it means you have no control over the information being shown to potential clients.
Step 2: Fill Out Every Section — Completely
Google rewards completeness. Profiles with all fields filled in rank higher than incomplete ones, all else being equal. This means:
- Business name — use your real business name, exactly as it appears elsewhere. Don’t stuff keywords into your business name; Google may penalize this.
- Category — choose your primary category carefully. This is one of the strongest ranking signals in local search. Add secondary categories where relevant.
- Address and service area — if you serve clients at their location, set a service area rather than (or in addition to) a physical address.
- Phone number and website — make sure these are consistent with what appears on your website and other directories.
- Hours — keep these accurate and up to date. Nothing erodes trust faster than showing up to a business that’s supposed to be open.
- Business description — you have 750 characters. Use them to describe what you do, who you serve, and what makes you different. Write for humans first, but include naturally the services and location you want to rank for.
Step 3: Add Photos — Real Ones
Profiles with photos get significantly more clicks than those without. But the type of photos matters. Stock images do almost nothing. Real photos of your team, your work, your office, or your projects build trust in a way that generic imagery simply can’t.
Add a high-quality cover photo, a professional logo, and at least five to ten photos that represent your business authentically. For service businesses, before-and-after photos of completed projects perform especially well.
Step 4: Get More (and Better) Reviews
Reviews are one of the most powerful ranking factors in local search — and one of the most persuasive trust signals for potential clients. Businesses with more positive reviews consistently outrank and outconvert those with fewer.
The best time to ask for a review is immediately after a successful project or interaction. Make it as easy as possible: send the client a direct link to your review page (Google provides this in your profile dashboard). Most happy clients are willing to leave a review — they just need to be asked, and they need it to be simple.
When you receive reviews, respond to all of them — positive and negative. Responses show that you’re engaged, and they give you an opportunity to reinforce your positioning in your reply.
Step 5: Post Regularly
Most businesses set up their Google Business Profile once and never touch it again. Google Posts — short updates that appear directly on your profile — are a feature almost no one uses, which means using them gives you a meaningful edge.
Post once or twice a week: a recent project, a service highlight, a tip relevant to your industry, or a seasonal promotion. These posts appear in your profile for seven days and signal to Google that your business is active and engaged.
Step 6: Use the Q&A Section Proactively
Google Business Profiles include a Q&A section that anyone can add to — including you. Don’t wait for random questions to appear. Seed the section yourself with the questions your clients actually ask, and answer them clearly. This is useful content that appears directly in search results and reduces friction for people considering reaching out.
The Compounding Effect
None of these steps is complicated on its own. But done consistently together, they create a profile that consistently shows up higher in local search, converts more visitors into calls, and builds the kind of trust that turns a stranger into a client before they’ve even spoken to you.
For London, Ontario service businesses competing locally, your Google Business Profile is one of the best returns on a few hours of work you’ll find in digital marketing.
Need Help Getting It Right?
At DaCosta Consulting, Google Business Profile setup and optimization is part of how we approach local SEO for every client. If yours hasn’t been touched in a while — or if you’re not sure it’s set up correctly — get in touch and we’ll take a look.