What to post on your Google Business Profile, and how often
The posts section on your Google profile is the part almost nobody fills in, which is exactly why it is worth filling in.
Updated
Most people who are about to call you never reach your website. They search, they see the panel with your name and hours and reviews, and they decide from that. Your Google Business Profile is not a listing that points at your real presence. For a lot of customers it is your real presence.
Inside that profile is a posts section. It is the part almost nobody fills in, which is exactly why it is worth filling in. A profile with something recent on it looks like a business that is open and busy. A profile whose last update was two years ago looks like a business that might have closed, and the person deciding between you and the next result has no other way to tell.
What actually belongs in a post
The mistake is treating it like social media and trying to be interesting. Nobody follows a Google profile. Every reader is a stranger deciding whether to call you in the next few minutes, so the only question a post has to answer is "are these the right people for the thing I need right now".
- A job you just finished, described plainly. What the problem was, what you did, roughly how long it took. This is the single most useful kind, because it lets somebody recognise their own situation in it.
- Something seasonal that is true right now. The thing you are getting called about this month is the thing people are searching for this month.
- A straight answer to a question you get asked constantly. If you say it out loud five times a week, it belongs on the profile once.
- An offer, if you genuinely have one. Not a permanent fake discount, which reads as exactly what it is.
What we will not claim
Posting does not move you up the results. Nobody outside Google can promise where you appear, and anyone who does is guessing with your money. What a recent post does is change what a person sees once they have already found you, at the moment they are choosing between you and somebody else. That is worth doing on its own terms.
How often, honestly
Weekly is plenty. Every two weeks is fine. Monthly is still much better than the nothing most profiles have. What matters more than frequency is that it does not stop: four posts and then eighteen months of silence looks worse than a steady one a month, because the gap is visible and it is recent.
That is the part almost everybody gets wrong, and it is not a discipline problem. Writing a short post about your own work is genuinely harder than it sounds when you have been on jobs all day, so it slides, and then it has slid so long that starting again feels like admitting something.
How we do this part for you
You tell us how often you want one and what your work actually is. From then on we write each post for you on that schedule and it appears in your dashboard.Google Business Profile posts is the product, and the shape of it is deliberate: we do the writing, you keep the say over every word.
You answer four questions once
Your profile link, how often you want a post, what posts should be about, and anything we should never mention. That last one matters more than it sounds. It is where you tell us about the service you stopped offering or the thing you do not want associated with your name.
You switch it on
Nothing is written until you do. If you would rather not open the dashboard, ask the assistant in your portal to switch it on and it will do it for you, or tell you exactly what is still missing.
A draft appears on your schedule
Written from what you told us about your business, in plain language, without the marketing voice that makes an owner wince at their own profile.
You read it and approve the words
Nothing goes out under your name that you have not seen. You can change it, ask for a different one, or skip that round entirely. If you never approve anything, nothing is ever posted, which is the correct behaviour rather than a limitation.
Who presses the button, and why we are telling you
Today, once you approve a post, it arrives in your inbox ready to paste, with a link straight to the right screen on your profile. It takes about fifteen seconds. We would rather write that plainly than let you assume otherwise: Google has not yet granted us the access that would let an approved post go straight to your profile from here. When they do, approving will be the last step and the email stops. Everything before that step, which is all of the work, is already the same.
The one that goes with it
Posts change what a stranger sees. Reviews change whether they believe it. If you are going to spend attention on your profile at all, the pairing that does the most is a steady trickle of recent reviews alongside posts that are not two years old. Asking for reviews covers the timing, which is most of the battle.
Happy customers intend to review you and forget by the time they are back in the car. Timing fixes most of it.
Most enquiries arrive when nobody is there to take them. This is what it costs and the smallest fix that works.