If you run a small business in St Helens or the surrounding Merseyside area, your Google Business Profile (GBP) is one of the most valuable tools for attracting local customers.
Whether you operate a café near the town centre, a salon on Ormskirk Street, or a plumbing company serving Rainhill and Eccleston, showing up on Google Maps and in local searches can make a huge difference to how many people find your business.
We’ll break down how to optimise your Google Business Profile in simple steps that any business owner can follow.
Claim and verify your profile
Claiming your business lets Google know that your business information is accurate and that only you, as the business owner, has access to the profile. If you haven’t claimed it yet, you’re essentially invisible to potential customers searching online. Verification is free and review can take up to five working days but in most cases, Google verifies a profile instantly.
To claim your Google Business Profile, simply go to Google Maps, search for your business and click “Claim this business.”
Provide all information
Google favours businesses that take the time to complete their profiles properly. Here’s what you absolutely must include in your Google Business Profile:
- Business name, address, and phone number
- Opening hours (including bank holidays)
- What type of business you are (choose the most accurate categories)
- Services and products you offer
- Your website address
Other extra information could include free Wi-Fi, or wheelchair accessibility.
Anyone can suggest an edit to a business listing, so you’ll want to make sure that you, the owner, have everything correct. Check in to your dashboard regularly to ensure that no one has suggested any unwanted edits.
Most importantly, keep everything consistent. Your business details should be identical everywhere online including your website, Facebook page, directory listings, the lot. For example, don’t have “123 Church Street” on your website and “123 Church St” on your Facebook page as Google will pick this up as inconsistency.
Add photos and video
People judge businesses by their photos before they even visit. Upload pictures of your shopfront, your team at work, your products, or even recognisable St Helens landmarks nearby. Add a logo to help customers recognise your business. Local images help customers feel confident they’ve found a genuine local business. For example, a boutique near the Market Square could include photos with St Helens Town Hall visible in the background to show its locality.
Make sure your videos meet the following requirements:
- Duration: Up to 30 seconds long
- File size: Up to 100 MB
- Resolution: 720 pixels or higher
Post regular updates
Google’s Posts allow you to share what’s happening at your business like special offers, upcoming events and answering common customer questions. Regular posting tells Google that your business in St Helens is active and open. For instance, a gardening centre could share tips about protecting plants during unpredictable weather, or promote seasonal plant sales.
You want to aim for at least twice a month or more depending on the content. At the end of the day, the key is consistency rather than frequency, it’s better to post reliably twice a month than to post daily for a week, then disappear for months.
Remember to also keep it simple. You don’t need professional photos or perfect writing. Authentic, helpful posts that show your personality and expertise work best. Even a quick photo of your latest work or a helpful tip can make a real difference to how Google sees your business.
Encourage and respond to reviews
Customer reviews are your business’ bread and butter. The more positive reviews, the higher your GBP will rank in local searches, reaching more potential customers. After a job is completed, ask your satisfied customers to leave a review for your business.
So, how can you respond to reviews? Well, each response should be personal. Use the customer’s name if they’ve shared it and mention something specific about their experience. A simple “Thanks for your kind words, Sarah! It was a pleasure installing your EV charger” feels much more genuine than a generic: “Thank you for your review.”
Also don’t ignore the bad reviews. Responding professionally to criticism actually helps your reputation. Address their concerns, apologise if needed, and offer to make things right. Future customers will see that you handle problems properly.
Include local keywords
Include local references naturally in your business description and posts. Don’t try to stuff keywords everywhere you can, it sounds robotic and puts customers off.
So, instead of repeating “St Helens business” everywhere, write something natural like: “We’re proud to serve families across St Helens and surrounding areas with reliable plumbing services.”
You could also appear more local by:
- Mention nearby landmarks: “Just a short walk from St Helens Central Station”
- Reference local areas you serve: “Covering St Helens, Rainhill, Eccleston and surrounding villages”
- Use local knowledge: “We understand Merseyside weather and how it affects your garden”
Keep everything up to date
Nothing frustrates customers more than turning up to find you’re closed when Google says you’re open. Keep your hours, services, and contact information completely current. This is especially important during bank holidays or if you need to close unexpectedly.
Why does GBP optimisation matter in St Helens?
When you properly set up your Google Business Profile, you:
- Massively improve your chances of showing up when locals search for your services
- Make it easy for customers to find accurate information about your business
- Stand out from competitors who may neglect to maintain their profiles
- Build trust and credibility in your local community
Ready to get your St Helens business noticed?
Setting up your Google Business Profile properly is one of the most cost-effective ways to get more local customers in St Helens. It doesn’t require a massive budget or technical know-how, just consistent effort and attention to detail.
If you’re ready to boost your local presence but feel overwhelmed by where to start, get in touch with us at The Local Edge today. Get the edge your business needs to be found first.