What to Post on Google Business Profile: A Complete Guide

Introduction

For local service businesses, your Google Business Profile (GBP) is often the first impression potential customers have of your company. It's a powerful, free tool that helps you appear in local search results and on Google Maps. However, simply having a profile isn't enough; actively engaging with it through regular posts is crucial for standing out. The key to maximizing your GBP's potential lies in understanding what to post on Google Business Profile to attract, engage, and convert local customers.

This comprehensive guide will walk you through the five distinct types of Google Business Profile posts, explain what kind of content resonates most with your audience, and provide actionable strategies to craft posts that drive direct calls and website clicks. By the end, you'll have a clear roadmap for transforming your GBP into a dynamic marketing asset that consistently generates leads for your business.

Understanding Google Business Profile Post Types

Google Business Profile offers five primary post types, each designed for a specific communication goal. Utilizing these effectively allows you to convey diverse messages to your audience, from daily updates to special promotions. Understanding the nuances of each type is the first step in mastering what to post on Google Business Profile.

1. What's New Posts

Purpose: These are general-purpose posts for sharing updates about your business. They are ideal for keeping your audience informed about recent developments, news, or general information that doesn't fit into the other categories.

Best Use Cases:

• Announcing new services or product lines.
• Sharing company news, such as awards, new hires, or community involvement.
• Providing general business updates, like temporary changes in operating hours or service areas.
• Showcasing completed projects or customer testimonials.

Example: A plumbing service might post, "We're excited to announce our new emergency plumbing service, available 24/7 for all your urgent needs! Learn more on our website."

2. Offer Posts

Purpose: Designed specifically to promote sales, discounts, and special offers. These posts are highly effective for driving immediate action by highlighting incentives.

Best Use Cases:

• Seasonal promotions (e.g., winter HVAC tune-up specials).
• Limited-time discounts on specific services.
• Referral programs or new customer incentives.
• Holiday sales.

Example: An HVAC company could post, "Save $50 on your next AC repair! Limited-time offer, book by end of month."

3. Event Posts

Purpose: To promote upcoming events hosted by or involving your business. These posts can include event titles, dates, times, and a call to action for tickets or registration.

Best Use Cases:

• Workshops or seminars (e.g., "DIY Home Maintenance Workshop").
• Community involvement events (e.g., sponsoring a local charity run).
• Grand openings or anniversary celebrations.
• Webinars or online informational sessions.

Example: A landscaping business might post, "Join our free spring gardening workshop on April 15th at 10 AM! Learn expert tips for a vibrant yard. RSVP now!"

4. Product Posts

Purpose: To showcase specific products your business sells. These posts allow you to include product names, prices, descriptions, and a direct link to purchase or learn more.

Best Use Cases:

• Highlighting new product arrivals.
• Featuring best-selling products.
• Promoting specific brands or product lines.
• For businesses that sell physical goods in addition to services, such as a hardware store that also offers installation services.

Example: A cleaning service that also sells eco-friendly cleaning supplies might post, "Introducing our new line of all-natural, pet-safe cleaning products! Shop now for a healthier home."

5. COVID-19 Update Posts

Purpose: Specifically designed to share important information related to COVID-19 and its impact on your business operations. While less frequently used now, they remain available for critical health and safety updates.

Best Use Cases:

• Changes in operating hours due to health guidelines.
• Information on safety measures being implemented (e.g., mask requirements, sanitization protocols).
• Updates on service availability or delivery options.

Example: A local repair shop might post, "We are open for business with enhanced safety protocols. Curbside drop-off and pick-up available upon request."

Content That Performs Best on Google Business Profile

Knowing what to post on Google Business Profile is only half the battle; understanding what makes content perform well is equally crucial. High-performing GBP posts share several common characteristics that resonate with local customers.

High-Quality Visuals are Essential

Google Business Profile is a highly visual platform. Posts with compelling images or videos consistently outperform text-only updates. For local service businesses, this means:

• Before-and-After Photos: Showcase your work, such as a newly installed HVAC system, a beautifully landscaped yard, or a sparkling clean home after your service. These visuals provide tangible proof of your expertise.
• Team Photos: Humanize your business by featuring your team members in action or smiling portraits. This builds trust and rapport.
• High-Resolution Images: Always use clear, well-lit, and professional-quality photos. Blurry or pixelated images reflect poorly on your business.
• Short Videos: A quick video demonstrating a service or showcasing a finished project can be highly engaging.

Clear, Concise, and Action-Oriented Copy

While visuals grab attention, your text copy seals the deal. Keep your messages brief and to the point, as users often scan content quickly. Focus on the benefit to the customer and what action you want them to take.

• Highlight Benefits, Not Just Features: Instead of saying "We install high-efficiency furnaces," say "Save up to 30% on your heating bills with our new high-efficiency furnace installations."
• Use Strong Verbs: Words like "Discover," "Save," "Get," "Learn," and "Call" encourage engagement.
• Front-Load Important Information: Put the most critical details at the beginning of your post, as only the first few lines may be visible without clicking "Read more."

Consistency is Key

Regular posting keeps your business top-of-mind and signals to Google that your profile is active and well-maintained. Aim for a consistent posting schedule, whether it's once a week or a few times a month. Irregular or infrequent posts can lead to decreased visibility and engagement. Businesses that consistently update their profiles often see better performance in local search results, contributing to a stronger Google Local Pack presence.

Leveraging Keywords Naturally

While keyword stuffing should always be avoided, naturally incorporating relevant keywords into your GBP posts can help Google understand the content and display it to the right audience. For example, a roofing company in Dallas might include "Dallas roof repair" or "local roofing services" in their updates when appropriate. Focus on conversational language that includes terms your target customers would use when searching for your services.

Strategies to Drive Calls and Clicks from Your GBP Posts

The ultimate goal of posting on your Google Business Profile is to generate leads and business. Here are proven strategies to ensure your posts drive tangible results, leading to more calls and clicks.

Strong Calls to Action (CTAs)

Every GBP post should have a clear, compelling call to action. Google provides various CTA buttons depending on the post type, such as "Call now," "Learn more," "Shop," "Order online," or "Sign up." Always utilize these buttons and ensure they lead to the desired action.

Post Type	Recommended CTA Buttons	Destination Examples
What's New	Learn more, Call now, Get offer, Book, Sign up	Website service page, blog post, contact page, booking link
Offer	Get offer, Buy, Learn more, Redeem online	Specific landing page for the offer, e-commerce product page
Event	Sign up, Buy tickets, Learn more, RSVP	Event registration page, detailed event information page
Product	Buy, Order online, Learn more, Get offer	Product page on your website, e-commerce checkout
COVID-19 Update	Learn more, Call now	Dedicated COVID-19 info page, contact page

Ensure your CTA text is concise and directly tells the user what to do next. For instance, instead of a generic "Learn more," try "Get a Free Quote" or "Schedule Service Today."

Highlighting Urgency and Scarcity

For offer and event posts, creating a sense of urgency or scarcity can significantly boost conversion rates. Phrases like "Limited-time offer," "Expires soon," "Only 5 spots left," or "Book by [Date]" encourage immediate action rather than procrastination. This psychological trigger can be particularly effective for services with seasonal demand or special promotions.

Providing Value and Solving Problems

Your posts should always aim to provide value to the reader. This doesn't always mean a discount; it can be helpful information, tips, or solutions to common problems your target audience faces. For example, a roofing company could post "5 Signs Your Roof Needs Repair Before Winter" with a link to a blog post, or a cleaning service could share "Tips for Maintaining a Spotless Home Between Professional Cleans." By positioning your business as a helpful resource, you build trust and authority, making customers more likely to choose you when they need a service.

Monitoring Performance and Adapting

Google Business Profile Insights provides valuable data on how your posts are performing, including views, clicks on photos, and clicks on your calls to action. Regularly review these insights to understand what types of content resonate most with your audience. Are your "Offer" posts getting more clicks than "What's New" posts? Are certain images performing better? Use this data to refine your content strategy and continuously improve your results. This iterative process is crucial for effective Google Business Profile management.

Key Takeaways

1. Utilize All Five Post Types: Tailor your content to "What's New," "Offers," "Events," "Products," and "COVID-19 Updates" to cover all aspects of your business communication.
2. Prioritize Visuals: High-quality images and videos are critical for capturing attention and demonstrating your work.
3. Craft Actionable Copy: Keep text clear, concise, benefit-oriented, and include strong calls to action.
4. Maintain Consistency: Regular posting signals an active business and improves visibility.
5. Analyze and Adapt: Use GBP Insights to understand post performance and refine your content strategy for better engagement and conversions.

Author Bio

Written by Blake Boykin, Founder of Boykin Web Management. Blake has 10+ years of experience helping local services businesses build polished websites and rank via Google. He specializes in converting website visitors into customers.