It's free, it takes less than an hour to set up, and it's often the very first thing a customer sees about your business. Here's why it matters and how to make the most of it.
Updated September 2026
Think about the last time you needed a plumber, a restaurant, or a hair salon. Chances are you picked up your phone and searched on Google. The businesses that popped up at the top, with a map pin, star ratings, photos, and a phone number, are the ones using a Google Business Profile.
That box of information is where many customers decide who to call before they ever visit a website. For a small business in Erie, a strong profile can do more to bring in local customers than almost anything else you could spend time or money on.
What is a Google Business Profile?
A Google Business Profile is a free listing that shows your business on Google Search and Google Maps. It displays your business name, what you do, your hours, your location or service area, your phone number, photos, and customer reviews. You may have heard it called by its old name, Google My Business. It's the same tool.
You manage your profile right from Google Search or Google Maps. Just search for your business name while signed in to your Google account, and the editing tools appear.
Why it matters so much
It's where local customers are looking
When people search for things like "bakery near me" or "cleaning service in Erie," Google shows a map with a short list of local businesses. Having a complete profile gives you a chance to appear in that list, right where people are ready to make a decision.
It builds trust before you say a word
Photos of your work, positive reviews, and your replies to those reviews show customers you're real, active, and trustworthy. For a new business without a big reputation yet, that trust is priceless.
It makes it easy to contact you
Customers can call you, get directions, or visit your website with a single tap. The fewer steps between "I need this" and "I'm contacting this business," the more customers you'll get.
It works even without a website
If you're just starting out and don't have a website yet, your Google Business Profile can act as your online home base. It gives customers the key information they need while you grow.
Google's AI uses it to answer questions
Google increasingly uses AI to answer people's questions about local businesses directly on Search and Maps. Those answers draw from what's on your profile, like your description, services, posts, and reviews. The more complete and accurate your profile is, the better Google can represent your business. If you leave it blank, Google will fill in the gaps without you.
It's completely free
There's no charge to create or keep a Google Business Profile. For a business on a tight budget, it's one of the best returns you'll find on your time.
How to make your profile work for you
1. Claim and verify your listing
Go to Google Business Profile and either create a new profile or claim one that may already exist for your business. Google will ask you to verify that you own the business. The steps vary, and may include a video or a phone call, so follow the instructions carefully.
2. Choose the most specific category
Your main category tells Google what you do. Pick the most specific option that fits. For example, "Wedding Photographer" is more helpful than just "Photographer." You can add a few secondary categories for other services you offer.
3. Fill out everything
Complete every section you can: your hours, phone number, services, products, and business description. Write your description in plain language that explains what you do, who you serve, and what makes you different. Mention Erie or the areas you serve naturally.
4. Home-based? Use a service area
If you work from home or travel to your customers, you can hide your street address and show a service area instead, like the neighborhoods, city, or county you serve. You'll still show up in local searches while keeping your home address private.
5. Add real photos, and keep adding them
Upload clear photos of your products, your work, your team, and your space. Real, recent photos build trust far better than stock images. Try to add new photos regularly so your profile looks active and current.
6. Ask for reviews
Reviews are one of the biggest factors in whether customers choose you. After a good experience, ask your customers to leave a review. Google lets you share a direct link to your review page, which makes it quick and easy for them. Never offer payment or rewards in exchange for reviews, since that goes against Google's rules.
7. Reply to every review
Thank people for positive reviews by name when you can. If you receive a negative review, respond calmly and professionally, and offer to make things right. Future customers read your replies, and a thoughtful response to a complaint can actually build trust.
8. Post updates
You can share short posts on your profile about specials, events, new products, or seasonal hours. Regular updates show customers and Google that your business is active.
9. Keep your information current
Nothing frustrates a customer more than showing up to a closed door. Update your hours for holidays, and change your phone number, address, or services right away if anything changes.
A simple monthly habit: Once a month, add a few new photos, share one post, reply to any new reviews, and double-check your hours. Fifteen minutes a month can keep your profile working hard for you.
Watch out for scams
Business owners often get calls or emails claiming to be from Google, warning that their listing will be removed unless they pay a fee. Google does not charge for Business Profiles and doesn't make these kinds of calls. If you're unsure about a message, don't share any passwords or payment details. Log in to your profile yourself to check its status.
Need help getting started?
Setting up a Google Business Profile is one of the smartest first steps a new business can take. If you'd like help creating, verifying, or improving your profile, the Achievers Entrepreneurial Hub at the Community Cornerstone Project is here for Erie's small business owners and aspiring entrepreneurs. Reach out. We'd love to help you get found.
Google updates its tools and policies often. Information here was current as of September 2026. This post is for general information only.