Why this matters more than most owners realize
For most local beauty and wellness businesses, a Google Business Profile drives more first contact than a business's own website. It's also free — which makes it one of the highest-return things you can spend an hour on this week.
The fields worth getting exactly right
- Business name — use your real business name only; adding keywords ("Atlanta Best Hair Salon") violates Google's guidelines and risks suspension.
- Categories — choose the most accurate primary category, and add relevant secondary categories (e.g., "Hair Salon" plus "Facial Spa" if you also do skincare).
- Services — list specific services with names clients actually search for ("balayage," "microneedling"), not vague generic terms.
- Hours — keep these accurate, including holiday hours. Inaccurate hours are one of the most common reasons a potential client chooses a competitor instead.
- Photos — add real, recent photos of your space, team, and work. Profiles with more (real) photos consistently get more engagement.
Add new photos regularly rather than all at once and then never again — an actively updated profile signals a business that's open and paying attention.
Use Google Posts for anything time-sensitive
Google Posts (available directly in your profile dashboard) are an easy, free way to promote a new service, seasonal offer, or event — and they show up directly in your listing.
Respond to every review
Responding to reviews — positive and negative — shows prospective clients (and Google) that you're an active, engaged business. See our guide to getting more Google reviews and our guidance on responding to negative ones without getting defensive.
Never offer to pay for reviews or ask staff/family to post fake ones. This violates Google's policies and can get your profile suspended — plus it undermines the trust reviews are supposed to build.
Keep it accurate as things change
Revisit your profile whenever your hours, services, or location change — an out-of-date profile actively works against you by setting the wrong expectations before a client even calls.
Frequently asked questions
How often should I post updates? There's no fixed rule — aim for consistency (e.g., a couple of times a month) rather than a burst of activity followed by months of silence.
Does responding to reviews actually help? It signals engagement to both readers and Google, and it gives you a chance to publicly and professionally address any negative feedback — see our official Google Business Profile help center for current best practices.
