Why Ignoring GBP Posts Could Be Costing You Customers

By Dipa Gandhi

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When it comes to leveraging your Google Business Profile (GBP), you may focus heavily on ranking factors like reviews, location proximity, or the accuracy of business information. However, there’s one underappreciated feature that doesn’t directly impact rankings but significantly influences conversions: GBP posts.

Think of GBP posts as your personal billboard on the busiest digital highway—Google Search. Service businesses that neglect this feature could be leaving potential leads on the table.

The Untapped Potential of GBP Posts

GBP posts let you share updates, promotions, and insights directly on your profile. They serve as a direct line to your audience when they're actively searching for services. While these posts don’t currently affect your ranking, their role in influencing consumer decisions is undeniable.

Here’s why GBP posts matter:

• Immediate Customer Engagement: Posts show up when potential customers are deciding whether to contact you. A compelling update or special offer could be the nudge they need to call.
• Showcasing Expertise and Trustworthiness: Regular posts about completed projects, industry tips, or seasonal promotions demonstrate that your business is active, knowledgeable, and approachable.
• Boosting Conversions Through Relevance: A post about “Winter Roof Maintenance Tips” posted during a snowstorm, for instance, tells your audience you understand their needs.

A Real-Life Success Story: From Scroll to Sold

John, a small landscaper in Denver, struggled to convert leads despite ranking decently in local searches. His profile lacked engagement—just a static name, address, and phone number (NAP).

By consistently using GBP posts to share before-and-after photos of his landscaping work and announcing seasonal services, he saw a 30% boost in inquiries within three months. Customers often mentioned these posts as the reason they chose him, as the visuals and updates created a sense of trust and are relatable.

What Should You Post on GBP?

Your posts should be:

• Relevant: Address timely needs, like seasonal services or urgent advice.
• Concise: GBP limits text to 1500 characters, so stick to key points.
• Visual: Use high-quality images or videos to grab attention.
• Actionable: Include a clear call to action (CTA), such as “Call Now,” “Learn More,” or “Get a Free Estimate.”

Examples of GBP Post Ideas for Home Service Contractors:

• Roofers: “Prevent Ice Dams This Winter – Schedule Your Inspection Today.”
• Painters: “Book Your Spring Exterior Painting Now for a 10% Discount.”
• Plumbers: “Emergency Plumbing? We’re Available 24/7 – Call Now.”

GBP Posts: The Missing Conversion Link

While posts may not boost your ranking on Google Maps or search results, they increase click-through rates (CTR) by making your profile more engaging. This is where the rubber meets the road for conversions.

• According to a BrightLocal survey, 50% of users are more likely to purchase from a business with a complete GBP profile, including posts.
• When posts include CTAs, such as “Call Now” or “Get a Quote,” users are more likely to interact immediately.

Service businesses thrive on trust and visibility, and GBP posts offer an opportunity to build both, effortlessly nudging customers closer to the “Book Now” button.

Tips for Maximizing GBP Post Effectiveness

1. Follow Guidelines: Make sure your post follows Google's guidelines to ensure it's published and visible on your knowledge panel.
2. Post Regularly: Fresh content shows you’re an active business. Aim for at least one post per week.
3. Include Keywords Naturally: Incorporate phrases people use to find your services.
4. Track Engagement: Use insights to see how many people view and interact with your posts.
5. Promote Special Offers: Create urgency with time-sensitive deals.

By making GBP posts a consistent part of your marketing strategy, you can stand out in an increasingly competitive market.