Why Your Google Business Profile Isn't Getting You Calls (And How to Fix It Today)

Your Google Business Profile is set up. You've added photos, written a description, and you're waiting for the phone to start ringing. But weeks have passed, and the only notifications you're getting are from Google asking you to add more photos.

What's going wrong?

After analyzing hundreds of UK small business Google profiles, we've spotted the same issues cropping up again and again. The good news? Most are quick fixes that can start bringing in calls within days.

Your Business Category Is All Wrong

This is the big one. We recently came across a chippy in Manchester who had categorised himself as "Restaurant" instead of "Fish & Chips Takeaway." He was competing against every curry house and pizza place in the area instead of standing out for what he actually did best.

Google uses your category to decide when to show your business in search results. Get it wrong, and you're invisible to the people actually looking for your services.

If you're a plumber, don't just pick "Contractor" – choose "Plumber" or "Emergency Plumber" if that's your specialty. If you're a hairdresser, "Hair Salon" will serve you better than "Beauty Salon" unless you're actually offering the full range of beauty treatments.

Take five minutes to review your categories. You can have a primary category and several secondary ones, so use them strategically.

Your Opening Hours Are Confusing (Or Wrong)

Nothing kills trust faster than showing up to a business that's supposed to be open but clearly isn't. We see this constantly with small businesses that have irregular hours or seasonal variations.

That corner café that closes at 2 PM on Sundays? If Google thinks you're open until 5 PM, you're frustrating potential customers. The gardening service that doesn't work weekends in winter? Mark those hours clearly.

And please, if you're closed for holidays or taking a week off, update your hours temporarily. It takes two seconds and saves you from annoyed customers and negative reviews.

You're Missing the Magic Words People Actually Search For

Here's something most people don't realise: Google doesn't just look at your business name when deciding whether to show you in search results. It looks at your entire profile, including your description and posts.

During our research, we found a local electrician who wasn't showing up for "emergency electrician" searches, even though that was clearly his main service. His profile mentioned "electrical services" and "qualified electrician" but never used the exact phrase people were typing into Google.

Think like your customers. Are they searching for "automotive repair" or "car garage"? "Legal services" or "solicitor"? Use the words real people actually say, not industry jargon.

Your Photos Look Like They Were Taken in 2005

Blurry photos, bad lighting, or worse – no photos of your actual work – are killing your credibility before people even call.

We spotted a perfect example of this recently - a bakery in Leeds whose Google profile was full of stock photos of generic cakes instead of their actual products. The difference was obvious when you compared it to their competitors who showed off their real Yorkshire parkers and wedding cakes.

Your photos should show:

• The actual work you do (not stock images)

• Your premises looking clean and professional

• Your team if that's relevant to your business

• Before and after shots if you're in a trade

Take new photos every few months. Show seasonal work, new services, or just keep things fresh.

You're Not Responding to Reviews (Good or Bad)

This one's crucial for UK businesses. We're quite reserved about leaving reviews, so when someone does take the time to write one, potential customers pay close attention to how you handle it.

Thank people for positive reviews – it shows you care about customer service. But more importantly, respond professionally to negative ones. A polite, helpful response to a complaint often impresses future customers more than a dozen five-star reviews.

We saw a brilliant example of this from a garage in Birmingham. Someone had left a scathing review about waiting times. The owner responded explaining they'd had a staff shortage that week, apologised genuinely, and explained the steps they'd taken to prevent it happening again. The review is still there, but it actually makes the business look more trustworthy because of how professionally they handled it.

Your Business Description Reads Like a Corporate Brochure

"Established family business providing quality services with competitive prices and excellent customer service."

Sound familiar? This description tells potential customers absolutely nothing useful.

Instead, be specific about what you actually do and who you help:

"Local plumbers serving Nottingham and surrounding villages. We fix boilers, unblock drains, and handle bathroom installations. Emergency callouts available 24/7, and we always clean up after ourselves."

See the difference? One makes people's eyes glaze over, the other tells them exactly whether you can help with their problem.

You're Not Using Google Posts

Most businesses completely ignore Google Posts, which is mad because they're free advertising space right on your Google listing.

Post about:

• Special offers or seasonal services

• New products or services you're offering

• Behind-the-scenes content that builds trust

• Answers to questions you get asked frequently

There's a local accountant whose Google posts we really admire. He shares simple tax tips during busy periods - nothing groundbreaking, just helpful advice like "Don't forget to keep receipts for home office expenses if you're self-employed." It positions him as helpful and knowledgeable, and you can see from his reviews that clients really value this approach.

Your NAP Details Don't Match Everywhere Else Online

NAP stands for Name, Address, Phone number. If these details are different on your Google profile, your website, your Facebook page, and your Yell.com listing, Google gets confused about whether you're a legitimate business.

This is particularly important if you've recently moved premises or changed your phone number. Make sure everything matches exactly – same format for the address, same version of your business name, same phone number.

You're Not Asking for Reviews (Properly)

Getting reviews from British customers can feel like pulling teeth. We're not naturally inclined to leave feedback unless something goes really wrong.

But there are ways to encourage reviews without being pushy:

• Include a simple note on your invoices: "If you're happy with our service, we'd be grateful for a quick review on Google"

• Follow up with a text or email a few days after completing work

• Make it easy – send them a direct link to your review page

Just don't offer incentives for reviews or ask people to leave specific ratings. Google's quite strict about this, and getting caught can seriously damage your ranking.

The Quick Wins

Want to see improvements this week? Here's what to tackle first:

1. Check your business category is as specific as possible

2. Update your opening hours if they've changed

3. Add 5-10 recent, good-quality photos of your work

4. Rewrite your business description to be more specific and customer-focused

5. Respond to any reviews you haven't acknowledged yet

These changes won't transform your business overnight, but they'll start moving you in the right direction. And unlike paid advertising, once your Google Business Profile is optimised properly, it keeps working for you 24/7.

Struggling to get your Google Business Profile generating leads? We help UK small businesses get found online by the customers who are actually looking for their services. We're new to the game but we've done our homework on what actually works. Get in touch for a free profile audit.