Key Takeaway:
Learn 6 ways to make your retail store’s Google Business Profile more customer-focused.
Running a retail business is personal. You’ve put your heart into your store, your product mix, your aesthetic. It’s natural to want your digital presence to reflect your personal style. But with your Google Business Profile (GBP), what matters most is what your customers need to see—so they can easily find, visit, and shop with you.
Think of Google Business Profile as your digital storefront. More people discover your retail business through this channel than you might think. Per BrightLocal, 64% of customers use GBPs to find contact info for local businesses. And according to the recent SOCi Consumer Behavior Index, 80% of U.S. consumers search online for local businesses on a weekly basis, while 32% search for them daily.
But where do you start with making your GBP more about them than you? Here are six tips to help you do just that.
“Your Google Business Profile isn’t for you. It’s for your customers.”
– Technology Therapy® Group
1. Think of GBP as Your (Digital) Storefront
Imagine Maya. She’s new in town and searching for a jeweler to resize her grandmother’s ring. She pulls up Google Maps and sees a few pins nearby. One store has a clear photo of a bright, welcoming storefront. The other? A low-lit, moody shot of a ring on a velvet cushion. Guess which one she confidently drives to?
Don’t let aesthetic overtake utility. Make sure your pin is accurate and your storefront photo is easy to spot, especially for mobile users who are visiting your store for the first time in person. Remember, the “Directions” button is one of the most-used features on GBP. If Maya can’t find your door, she’s not coming in.
2. Use Searchable Categories, Not Insider Lingo
Meet Carlos. He’s visiting from out of town and looking for designer sneakers. He types “shoe store near me” into Google, but scrolls right past a listing that says “Lifestyle Boutique” because it doesn’t sound like what he’s looking for.
When choosing your primary category in Google Business Profile, it helps to stick with terms your customers would actually use. Think about what someone would type into the search bar—not your brand voice, but their natural language. In Carlos’s case, “Shoe Store” would’ve caught his attention.
3. Show Off Photos of What Customers Want to See
Now think about Leah. She’s planning an anniversary gift and wants to know what kind of pieces a local jewelry store carries, so she checks their GBP. The most recent photo is a close-up of someone’s coffee cup next to a catalog. So, Leah moves on.
But picture a different scenario. Imagine she’d seen a well-lit shot of a jewelry case, a smiling team member helping a couple, or a snapshot of the storefront at golden hour. These kinds of GBP photos would help Leah visualize her own shopping experience there.
“In your store’s Google Business Profile description, keep the spotlight on what the customer gets. Speak to their needs and mindset, not your mission statement.”
– Technology Therapy® Group
4. Use Your Description to Tell Shoppers Why You’re “The One”
Sam’s looking for a last-minute gift. He reads two Google Business descriptions. One says, “Founded in 1998, we’re passionate about design and excellence.” The other says, “Fast, friendly service and locally made gifts that wow.” He chooses the second.
Your business story matters. But in your GBP description, keep the spotlight on what the customer gets. Speak to their needs and mindset, not your mission statement.
5. Keep Your Shoppers Informed About Regular and Seasonal Store Hours
Tessa’s driving around on Sunday afternoon and sees your store pop up in Maps. It says “open,” but when she gets there, the lights are off. When store hours aren’t updated, customers may arrive to find the doors locked—and that can lead them to your competitors.
If your hours shift seasonally or you close unexpectedly, update your GBP. Alternatively, if you’re open by appointment only, make that crystal clear and include a booking link.
6. Make It Easy for Them to Connect with You
Take the case of Jamar. He’s ready to splurge but has one quick question about sizing. He finds your GBP but the phone number’s wrong, and the “Message” button doesn’t work. He quickly moves on to the next listing Google offers.
It’s vital to keep your contact info current. And, if messaging is enabled, make sure someone’s responding. (Bonus Tip: Link to a page that makes sense for customers like Jamar, such as your current collection instead of your home page.)
Your Profile, Their Experience
Your Google Business Profile isn’t just a place to list your business details; it’s a tool that helps real customers decide whether to visit, contact, or buy from you. Think like Maya, Carlos, Leah, Sam, Tessa, and Jamar. What do they need in that moment? What CX do they want from you? What will help them choose you over someone else?
Make your profile easy, visual, and helpful. When you shift your mindset to serve the shopper, good things follow.
Need Help Setting Up Your Customer-Focused Google Business Profile?
Work with a TTG mentor who can walk you through every step, from photo choices to messaging settings.
