How to optimise your Google Business Profile so Norwich customers actually find you.

When someone in Norwich searches for what you offer, your Google Business Profile is often the first thing they see. Not your website. Not your Instagram. The panel that appears on the right of their search results, or the pin on Google Maps.

If that profile is incomplete, out of date, or missing key details, you've lost the customer before they've even clicked. Here's how to fix it.

Verify your business first

Google won't show your profile prominently until you've verified that you're authorised to manage it. This usually means receiving a postcard with a code at your business address, though some businesses can verify by phone or email.

Until you verify, your profile might appear in search results, but it won't rank as well. Verification tells Google you're legitimate.

Keep your business information accurate and complete

Google favours profiles that are thorough and up to date. That means filling in every relevant field:

• Your full address, if customers visit you in person. A PO Box won't help your local ranking.
• A local phone number, not a generic 0800 number or mobile that could be anywhere.
• Your business hours, including bank holidays and special hours. If you close early on Wednesdays or open late on Thursdays, say so.
• Your primary category, then add secondary categories if they fit. A café might also be a bakery or a breakfast spot.
• Business attributes: wheelchair access, free Wi-Fi, outdoor seating, contactless payment. These details help customers decide whether you're right for them.

Incomplete profiles get buried. If a competitor has filled in every field and you haven't, they'll rank higher, even if your business is better.

Incomplete profiles get buried. If a competitor has filled in every field and you haven't, they'll rank higher.

Write a proper business description

You have 750 characters to explain what you do and why someone should choose you. Use them.

Write in plain English. Mention your location (Norwich, Norfolk, or the specific neighbourhood). Describe what you offer, who you serve, and what makes you different. Don't keyword-stuff, but do use the terms customers actually search for.

Example: "Family-run café in the Norwich Lanes, serving locally roasted coffee, homemade cakes, and light lunches. Open seven days a week, with vegan and gluten-free options. Dog-friendly courtyard seating."

Add high-quality photos

Profiles with photos get more clicks and more direction requests. Upload:

• Your shopfront or office exterior, so people recognise you when they arrive.
• Interior shots that show the space and atmosphere.
• Your products, your team, your work in progress.

Take them yourself on a decent phone camera, or hire a photographer for an hour. Avoid stock images. Customers want to see the real business.

List your services with detail

If Google lets you add services (most local businesses can), use the feature. Each service gets its own description, and you can include pricing if it's fixed.

A surveyor might list "RICS Level 2 Home Survey" and "RICS Level 3 Building Survey" as separate services, each with a short explanation and a price range. A café might list "Breakfast", "Lunch", "Catering" and "Private Hire".

This helps Google understand what you do, and helps customers find exactly what they need.

Post regularly (but only when you have something to say)

Google Business Profile lets you publish short posts: offers, events, news, photos. They appear in your profile for seven days (or until the event date), then archive.

Posting regularly signals that your business is active, which can help your ranking. But don't post for the sake of it. Share real updates: a new menu, a sale, an event, a behind-the-scenes photo.

Include a clear call to action ("Book now", "Shop the sale", "See the menu") and use local keywords naturally.

Respond to reviews quickly

Google pays attention to how you handle reviews. Respond to every review, good or bad, within a day or two. Thank people for positive feedback. Address complaints professionally and offer to fix the problem offline.

This shows potential customers that you care, and it shows Google that your profile is actively managed.

Check your profile every month

Your Google Business Profile isn't a set-it-and-forget-it job. Check it monthly:

• Are your hours still correct?
• Have you added new services or stopped offering old ones?
• Are there new photos to upload?
• Have you responded to recent reviews?

A profile that's kept current will always outrank one that's been abandoned.

If you'd like help auditing or optimising your Google Business Profile, or if you're building a new website and want to make sure it works alongside your local search presence, get in touch. We work with small businesses across Norwich and Norfolk to make sure they're visible where it counts.