How to Optimize My Google Business Profile to Attract More Local Clients

When a client is looking for a professional nearby, they don't read ten websites.
They type a query into Google — “plumber Lausanne”, “hairdresser Fribourg”, “Italian restaurant Neuchâtel” — and check the top three local results that appear on the map.

This area is called the Local Pack. And the only way to appear there is to master your Google Business Profile (formerly Google My Business) listing.

But let's be clear: having a listing isn't enough.
The difference between a listing that generates calls every day and one that's invisible... is optimization.

Here's how to turn your Google listing into a true lever for local visibility.

Why your Google listing is (often) more important than your site

Before even landing on your site, your potential clients see your listing.
It’s often their first point of contact with your brand. And Google highlights it in:

• geolocated results,

• Google Maps,

• voice search,

• and even some queries without explicit location.

A well-optimized listing can generate:

• more clicks to your site,

• more phone calls,

• more physical visits.

It's one of the fastest, most accessible, and cost-effective levers for local artisans, merchants, and SMEs.

The basics of an optimized Google listing

1. Fill out 100% of the available fields

It seems obvious... but 80% of listings are incomplete.
Google values completeness. Each field is an opportunity to position yourself:

• Business Name: must be strictly identical to your official name. No added keywords.

• Main Category: choose the most precise one (e.g. Heating Engineer rather than Building Company).

• Secondary Categories: use them to cover your additional services.

• Address, serviced area, phone, hours: always up to date, consistent with your site.

• Link to your website: essential for generating traffic.

• Services/Products: fill them precisely, with client-focused descriptions.

2. Add professional (and recent) photos

Photos have a direct impact on the click-through rate.
They humanize your business, reassure, and increase engagement.

• Profile Photo: your logo, clean and legible.

• Cover Photo: an image that reflects your activity (workshop, store, site, office...).

• Team, projects, ambiance photos: at least 10 quality visuals.

• Update regularly to show that you’re active.

Pro tip: photos taken from a geolocated smartphone on-site carry more weight with Google.

3. Collect (and respond to) client reviews

Reviews are a powerful trust signal for Google — and for your future clients.

• Always ask for a review after a service.

• Favor personalized reviews, mentioning your city, specific service, a first name.

• Respond to every review, whether positive or negative. It shows that you’re active and involved.

• Don’t aim for