Google Business Profile (GPB) optimization is key to coaching business marketing, or, indeed, promotions in any industry. GBP is an easy point of contact that is relied upon by many people to increase local search results and is free for businesses to use. Ensuring that your profile is optimized across Google Search and Google Maps will not only help your next high-paying coaching client find you but will increase the chances that they’ll utilize your business.
This article reviews some of our previous GBP tips and will help you optimize your Google Business Profile and convert lurkers into clients.
Optimizing Your Google Business Profile for Coaches and Other Business Owners
Is your Google business profile (formerly Google My Business) optimized for 2023? These eight steps will ensure that your coaching business listing/profile is running at its full capabilities and showing up in search results.
Claiming and Verifying Your Profile
Your profile may exist without you even knowing it. The first step is to claim your Google Business listing or verify your Google Business Profile. This involves corresponding with Google via phone, text, email, or video. After this process is complete, you’ll be the only one able to verify or edit your Google business profile.
Providing Complete and Accurate Business Information
Don’t make your busy potential customers and clients search for information, or they may move on. Studies have shown that you have 50 milliseconds to make a good first impression, so make it count! Your GBP, like all coaching business listings, should be up to date and have all accurate information readily accessible, such as business name, business type, business hours, business address, contact details, website URL and a brief description of your coaching business. This will provide credibility to your business.
Creating a Compelling Business Description
Why should clients choose you? Now’s the time to be your own biggest fan! Remember that people are more swayed by benefits than features. Data tell – stories sell!
Adding High-Quality Photos and Videos
A picture is worth a thousand words, and a video may be worth a thousand pictures. They’ll make your Google Business Profile listing stand out, increase business profile views and help you build a bond with potential clients. Images and videos used during your Google Business Profile optimization can also be repurposed on other social media platforms. (This will save you time when creating content for those platforms.)
Encouraging and Respond to Customer Reviews
Business reviews provide social proof and build client confidence. Encourage your clients to leave positive reviews and always respond. Thanking people who leave good Google reviews is a no-brainer, but negative and bad reviews should also be addressed. De-escalating these situations is preferable to simply ignoring them.
Pro Tip: Always request and gather reviews from previous clients!
Showcasing Your Coaching Products and Services and Specialties
It goes without saying that good coaching business marketing involves spotlighting your products, services and specialties. This helps Google better understand your business and match your profile to relevant searches. This will help you rank higher in local results and help drive more customers and leads to you. Don’t forget this aspect!
Posting Regular Updates and Promotions
Don’t let your business listing go dormant! 46% of all Google searches are looking for local information, so creating new information not only boosts local SEO for coaches and other businesses but engages clients and customers. Blog posts like this are a great and effective way to start.
Including a Call to Action to Encourage Engagement
Explaining to someone why they should do something is effective. Telling them to do it is even more so. Always include a strong call to action (visit, click, call, do, etc.) that will encourage your next high-paying client and customer to connect with you!
Best Practices for Converting Visitors into Clients
It’s not enough to have profile visitors. You want to convert visitors into clients! These steps will help you attract your next high-paying client and grow your business on autopilot.
Understanding Your Target Audience and Their Needs
Who needs your help? What are their pain points? Hesitations? What will convince them to take action? If you understand your client, you’ll be better equipped to increase your conversion rates.
Pro Tip: Ask your previous clients “What was the biggest problem that made them want to work with you?”
Utilizing Google Business Profile Insights to Track Performance and Adjust Strategy
Google provides excellent tools for monitoring activity within your GBP account and provides you with valuable insights about your clients. This information can help you answer the following questions: What are people searching for to find your business? How many clicked on the call button? The website link? Understanding how your profile is working, or not working, is key to improving your coaching business listing.
Responding Promptly to Customer Inquiries and Reviews
A question is a lead, so jump on it! Somebody who inquired about your services 3 weeks ago has likely already moved on. Your Google Business Profile is a customer service channel, so monitor it diligently.
Pro Tip: It is a best practice to respond to all reviews within 48 hours, ideally within 24 hours.
Providing a Seamless and User-Friendly Experience On Your Website and Landing Pages
Those who click through to your website should instantly be reassured that they are in the right place. Your homepage should be clear, welcoming, and on-brand. Displaying a strong value proposition, testimonials validating your competency, easy-to-use navigation, and clear calls to action throughout the website or landing page should all work together to provide a seamless user experience.
Importance of NAP Consistency for Coaches
NAP stands for name, address and phone number, a key part of local SEO for coaches and others. Not only should this pertinent information be prominently displayed, but it should also be consistent between business listings.
If inconsistencies appear between various listings, this raises the suspicions of both the Google algorithm and the public at large. The result? Your profile will be less visible and your business will be considered less credible.
Be sure to update ALL of your business listings when you move, change phone numbers, update hours, and holiday hours or alter any aspect of your business.
Failing to optimize your Google Business Profile is essentially the same as turning away good clients. Put a little TLC into your GBP and reap the rewards of more visibility and a higher customer conversion rate.
Peak Ed Designs is here to assist with all aspects of digital marketing for coaches and other businesses. From website builds to Google Business Profile optimization, we’re ready to help you build an online presence that helps you stand out while improving your bottom line.
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