Google Business Profile: The Free Tool SC Businesses Ignore
If you run a business in Greenville, Spartanburg, or anywhere in the Upstate, there's a free tool from Google that can put you in front of customers who are actively searching for what you offer. Most small businesses either don't know about it, or they've claimed it but never finished setting it up.
It's called Google Business Profile (formerly Google My Business), and it's the single most impactful free marketing tool available to local businesses.
What is Google Business Profile?
Google Business Profile (GBP) is a free listing that appears when someone searches for your business — or for businesses like yours — on Google Search or Google Maps.
You've seen these listings. When you search "barbershop near me" or "dentist in Greenville SC," the map pack that appears at the top of results? Those are Google Business Profiles.
If you don't have one, you're invisible in those results.
Why it matters for SC businesses
Here are the numbers that should get your attention:
- 46% of all Google searches have local intent ("near me," "[service] in [city]")
- Businesses with complete GBP profiles are 7x more likely to be clicked
- 88% of local searches on mobile result in a call or visit within 24 hours
- GBP listings with photos get 42% more direction requests and 35% more website clicks
For a local business in Upstate SC, this is the highest-ROI marketing activity you can do — and it's completely free.
How to set up your Google Business Profile
Step 1: Claim your listing
Go to business.google.com and search for your business. If it already exists (Google often creates placeholder listings), claim it. If not, create a new one.
You'll need to verify that you own the business — usually through a postcard mailed to your business address, a phone call, or email verification.
Step 2: Complete every field
This is where most businesses stop. They fill in the name and address and call it done. Don't do this. Complete profiles dramatically outperform incomplete ones.
Fill in:
- Business name (exactly as it appears on your signage)
- Category (be specific — "Barbershop" is better than "Beauty Salon")
- Address (or service area if you go to customers)
- Phone number (the one you actually answer)
- Website URL
- Hours (including holiday hours — update these seasonally)
- Business description (250 characters, include your city and main services)
- Services/menu (list everything you offer with descriptions)
- Attributes (wheelchair accessible, free WiFi, etc.)
Step 3: Add photos
Profiles with photos get significantly more engagement. Add:
- Exterior photo (so people can recognize your location)
- Interior photos (show the atmosphere)
- Product/service photos (your best work)
- Team photos (people trust faces)
Aim for at least 10 photos. Update them quarterly.
Step 4: Get reviews
Reviews are the most powerful trust signal on Google. Here's how to get them:
- Ask in person after a positive interaction: "Would you mind leaving us a Google review?"
- Make it easy by sharing your direct review link (find it in your GBP dashboard)
- Respond to every review — positive and negative. This shows potential customers you care.
Start with asking your 5 happiest customers. Even 5 reviews puts you ahead of most local competitors.
Step 5: Post regularly
Most businesses don't know this: you can post updates directly to your GBP listing. These appear in your profile and can highlight:
- Special offers or promotions
- New products or services
- Events
- Blog posts or tips
Posting weekly signals to Google that your business is active and relevant.
Common mistakes to avoid
Inconsistent NAP — Your Name, Address, and Phone number must be identical everywhere (website, GBP, social media, directories). Inconsistencies confuse Google.
Ignoring reviews — Never leave reviews unanswered. Thank positive reviewers. Address negative reviews professionally and offer to make it right.
Wrong category — If you're a "Hair Salon" but listed as "Beauty Supply Store," you're showing up for the wrong searches.
Outdated hours — Nothing frustrates a customer more than showing up to a closed business that Google says is open.
No photos — A listing with no photos looks abandoned. Even phone photos are better than nothing.
How GBP connects to your website
Your GBP profile drives traffic to your website — but only if your website is ready to convert that traffic. Here's how they work together:
- GBP → Website: People find you on Google, click through to learn more
- Website → Conversion: Your site provides detailed info and a way to contact you
- Reviews → Trust: Reviews on GBP build trust; your website seals the deal
If your website is slow, outdated, or doesn't work on mobile, you're wasting the free traffic GBP sends you. Not sure if your site is ready? Run through our free website audit checklist.
Getting started today
Setting up and optimizing your Google Business Profile takes about 30 minutes. It's the highest-return marketing activity you can do today — completely free.
We set up GBP as part of every project we build — see how it helped Shira reach the first page of Google in 6 weeks, and how Fade House uses it to attract new customers in Spartanburg.
If you want help with the technical side — or if you realize your website isn't ready for the traffic GBP will send — get in touch. We help SC businesses build websites that convert Google searchers into customers.
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