How to Use Google Business Profile Posts to Attract Local Customers

Google Business Profile posts are probably one of the most underused features I’ve come across. Seriously, walk around your local high street and check out the businesses on Google Maps. How many of them are regularly posting updates? Not many, I’d wager.

That’s actually brilliant news for you. While your competitors are sitting there with static profiles from 2019, you can be grabbing attention with fresh content that shows up right in your Google listing. Think of it as free advertising that appears when people search for businesses like yours.

But here’s the thing – just posting random content won’t cut it. You need a proper strategy, and that’s exactly what we’re going to cover.

Understanding the Three Types of Posts

Google gives you three main post types, and each serves a different purpose. You’ve got updates, offers, and events. Simple enough, right?

Updates are your bread and butter posts. These are for general announcements, showcasing your work, or just keeping people informed about what’s happening at your business. Maybe you’ve just finished a stunning kitchen renovation (if you’re a contractor) or received a shipment of seasonal flowers (if you run a florist). Updates keep you visible.

The beauty of update posts? They stick around for seven days, giving you a full week of exposure.

Offers are where things get interesting. These posts are designed to drive immediate action. Got a 20% discount running? New customer special? Flash sale? This is your weapon of choice. Offer posts get that little ‘OFFER’ label that makes them stand out in search results.

I’ve seen local restaurants use offer posts to fill quiet Tuesday evenings with “Two for one mains tonight only” posts. Works like a charm.

Events are perfect for businesses that run workshops, classes, or special occasions. Hair salons promoting their styling workshops, gyms advertising fitness classes, or pubs announcing quiz nights. Event posts can include dates, times, and even ticket links.

The clever bit about event posts is they can appear in search results for weeks before your actual event date, giving you extended visibility.

Writing Copy That Actually Works

Right, let’s talk about writing posts that people actually read and act on. Most businesses get this spectacularly wrong.

Start with your headline. You’ve got about 1.5 seconds to grab someone’s attention before they scroll past. “New stock arrived” is boring. “Fresh flowers from Holland just landed – colours you won’t find anywhere else in town” is much better.

Keep your copy conversational. Write like you’re talking to a neighbour over the garden fence, not drafting a press release. People can smell corporate speak from a mile away, and it puts them right off.

Here’s something most people miss – be specific with your details. Don’t just say “great prices”. Say “£15 haircuts all week” or “MOT tests from £40”. Numbers catch the eye and give people something concrete to consider.

I reckon the sweet spot for post length is around 100-150 words. Enough to explain what you’re offering without losing people’s interest. Remember, these posts often appear on mobile phones where attention spans are measured in milliseconds.

One trick I’ve noticed working well is asking questions in your posts. “Fancy a proper Sunday roast this weekend?” or “Tired of your kitchen cupboards falling apart?” Questions engage people’s brains differently than statements.

Images That Stop the Scroll

Pictures make or break your posts. Seriously. A great image can turn a mediocre post into something that gets noticed, shared, and acted upon.

First rule – use high quality images. Blurry photos taken in poor lighting make your business look unprofessional. Your phone camera is probably good enough these days, but learn to use it properly. Natural light is your friend.

Show your work, not just your shopfront. If you’re a plumber, photograph that beautifully installed bathroom suite. If you run a café, capture that perfect latte art or a mouth watering slice of cake. People want to see what they’ll get.

Action shots work particularly well. Instead of a static photo of your team standing around, show them actually working. A mechanic under a car bonnet, a hairdresser mid cut, a personal trainer demonstrating an exercise. Movement suggests competence.

Size matters too. Google recommends images that are at least 400×300 pixels, but I’d go bigger – aim for 1200×900 pixels. They’ll look crisp on all devices and show you take your business seriously.

Quick tip – if you’re posting about an offer or event, consider adding text overlay to your image. Something simple like “20% OFF THIS WEEK” or “BOOK NOW” can significantly boost your click through rates.

Calls to Action That Convert

This is where most businesses fall flat on their faces. They create beautiful posts with gorgeous images and compelling copy, then forget to tell people what to do next.

Every single post needs a clear call to action. Not a wishy washy “get in touch if interested” but something specific and actionable. “Call now to book your appointment”, “Visit us today for 15% off”, “Click to reserve your table”.

Google gives you several call to action buttons – Learn More, Book, Order Online, Buy, Sign Up, and Get Quote. Choose the one that matches your goal. Don’t just default to “Learn More” because it’s safe.

The timing of your call to action matters. For offer posts, create urgency. “This weekend only”, “While stocks last”, “First 10 customers”. People procrastinate unless you give them a reason to act immediately.

Make it easy for people to take the next step. If you want them to call, include your phone number in the post text. If you want them to visit, mention your address or landmarks nearby. Remove friction wherever possible.

Timing Your Posts for Maximum Impact

When you post matters almost as much as what you post. I’ve seen identical posts perform completely differently just because of timing.

For most local businesses, posting during business hours makes sense. People are more likely to call or visit when you’re actually open. Posting a restaurant special at 2am won’t generate many bookings for that evening’s service.

Think about your customers’ routines. Gym owners should post early morning or evening when people are thinking about workouts. Restaurants might do well posting around 11am when people start considering lunch options, or 4pm for dinner bookings.

Weekend behaviour is different from weekday behaviour. People browse more leisurely on Saturdays and Sundays but might be more ready to make spontaneous decisions. “Come in today for a free coffee with any cake purchase” works better on a Saturday afternoon than a Tuesday morning.

Don’t forget about seasonal timing. Posting about garden maintenance in December won’t get much traction (unless you’re clearing Christmas tree debris). Align your content with what people are actually thinking about.

Common Mistakes to Avoid

After helping dozens of local businesses with their Google posts, I’ve seen the same mistakes repeated over and over. Let me save you some frustration.

The biggest mistake? Posting once and disappearing for three months. Google Posts work best when you’re consistent. Aim for at least one post per week. Regular posting signals to Google that your business is active and engaged.

Another common error is treating every post the same way. Your audience expects variety. Mix up your post types, alternate between product showcases and behind the scenes content, vary your images and copy style.

Stop posting the same content everywhere. I see businesses that copy paste identical content across Facebook, Instagram, and Google Posts. Each platform has different audiences and expectations. Tailor your content accordingly.

Don’t ignore your posts after publishing. Check back to see which ones generated calls or website visits. Google provides basic analytics that can help you understand what resonates with your local customers.

Avoid overly salesy language. Yes, you want to drive business, but people are turned off by posts that read like classified ads. Mix promotional content with genuinely helpful or interesting posts.

Measuring Success and Making Improvements

You can’t improve what you don’t measure. Google provides insights for your Business Profile that show how your posts are performing.

Look at your post views, clicks, and calls generated. Which posts drove the most phone calls? Which ones got people to visit your website? Which images got the most attention?

Track your overall profile performance too. Are you getting more direction requests after starting regular posting? More website visits? More phone calls? The cumulative effect of consistent posting often shows up in these broader metrics.

Pay attention to customer feedback. Are people mentioning they saw your posts? Are they asking about offers or events you promoted? Sometimes the best insights come from casual conversations with customers.

Don’t be afraid to experiment. Try different post types, vary your image styles, test different calls to action. What works for one business might not work for another. Your local market might respond differently than businesses in other areas.

Consider seasonal patterns. Your posts might perform differently in summer versus winter, or during school holidays compared to term time. Build up a picture of when your audience is most engaged.

Remember that success isn’t always immediate. Building awareness and trust takes time. Some customers might see several of your posts before they decide to get in touch.

Advanced Tips for Better Results

Once you’ve got the basics sorted, there are some advanced techniques that can really boost your results.

Try posting user generated content. If a customer sends you a photo of work you’ve done or food they’ve enjoyed, ask permission to share it in a post. People trust other customers more than they trust businesses.

Use local landmarks and references in your posts. Instead of just saying “visit our shop”, say “we’re opposite the old church on Market Street” or “two minutes from the train station”. Local references help people place you in their mental map of the area.

Create mini series of posts. If you’re a personal trainer, you might do “Exercise of the Week” posts. A florist could showcase “Seasonal Flower Spotlight”. Series keep people coming back and give you a steady stream of content ideas.

Cross pollinate with your other marketing. If you’re running a radio ad or putting flyers through doors, mention that people can see more examples on your Google listing. Drive traffic between your different marketing channels.

Partner with other local businesses for joint posts. The deli and the wine shop could collaborate on posts about perfect pairings. The gym and the sports shop could create posts about new fitness trends. Just make sure any partnerships genuinely benefit your customers.

The Bottom Line

Google Business Profile posts won’t single handedly transform your business overnight, but they’re one of the most cost effective marketing tools available to local businesses. They’re free, they appear prominently in search results, and most of your competitors aren’t using them properly.

The key is consistency and quality. Regular posting with good images, clear copy, and strong calls to action will gradually build your visibility and credibility. People start recognising your business name, remembering your offers, and thinking of you when they need your services.

I’ve seen local businesses increase their phone calls by 30% or more just by implementing a consistent Google Posts strategy. That might not sound revolutionary, but an extra phone call or two per day adds up quickly over a year.

Start simple. Pick one post type, create a decent image, write clear copy with a specific call to action, and see what happens. You can always refine your approach as you learn what works for your particular business and local market.

The businesses that succeed with Google Posts are the ones that treat them as a genuine communication tool, not just another advertising channel. Be helpful, be authentic, and be consistent. Your local customers will notice.