If you run a local business, there’s a strong chance Google Business plays a bigger role in generating enquiries than you realise.
For many customers, it is the first interaction they have with your business and often before they visit your website or contact you directly. Yet it’s still commonly misunderstood, underused, or treated as a simple directory listing.
This article explains, in plain English, what Google Business actually does, how people use it, and why it matters so much for local visibility.
What is Google Business?
Google Business (formerly Google My Business) is the profile that appears when someone searches for your business name or looks for services near them on Google or Google Maps.
It displays key information such as:
-
Your business name and location
-
Opening hours
-
Services or products
-
Reviews and ratings
-
Photos and updates
-
Contact options such as calls, directions, or website visits
In simple terms, it is your business’s public shopfront on Google.
How customers really use Google Business
When people search locally, they are rarely browsing casually. Most are:
-
Comparing options
-
Checking reviews
-
Looking for reassurance
-
Deciding who to contact first
Google Business allows customers to make those decisions quickly.
They might never reach your website if:
-
Your reviews answer their questions
-
Your photos build enough trust
-
Your profile clearly shows what you do and where you operate
That means Google Business often influences decisions before a click ever happens.
What Google Business does well
When managed properly, Google Business supports local businesses in several key ways.
Local visibility
It helps your business appear in local search results and map listings when people search for relevant services in your area.
Trust and credibility
Reviews, photos, and accurate information build confidence. Many customers will not contact a business with little or no Google presence.
Customer actions
Google Business allows users to:
-
Call you directly
-
Get directions
-
Visit your website
-
Message you (if enabled)
These are high-intent actions, often taken by people ready to make contact.
Ongoing relevance
Regular updates, photos, and accurate details signal to Google (and users) that your business is active and trustworthy.
Common misconceptions about Google Business
One of the biggest misconceptions is that Google Business is “set and forget”.
In reality:
-
An unmaintained profile can hurt credibility
-
Incorrect information creates friction
-
Lack of activity makes a business look inactive
Another misconception is that Google Business replaces a website.
It doesn’t.
Instead, it works alongside your website, often acting as the gateway that leads people there.
Google Business and your website: how they work together
Your Google Business profile attracts attention.
Your website provides depth.
Google Business helps people find you and trust you.
Your website supports:
-
Credibility
-
Portfolio or service detail
-
Ecommerce or enquiries
-
Brand consistency
The strongest local businesses use both together, with each playing a clear role.
Why consistency matters
Google Business rewards accuracy and consistency.
That includes:
-
Matching business details across platforms
-
Clear service descriptions
-
Regular updates
-
Genuine customer reviews
Small, consistent improvements over time are far more effective than shortcuts or quick fixes.
Final thoughts
Google Business is not just a listing.
It is a core part of how local customers find, assess, and choose businesses.
Understanding how it works, and how customers actually use it, allows you to make better decisions about your wider online presence.
When treated properly, it becomes one of the most valuable tools a local business can have working quietly in the background.