Google Business Profile posts are a simple way to show that a local business is active, useful and open for the work it wants. They can highlight a seasonal service, a recent project, an event or an offer and point people to the page that answers the next question.
Posting every day is not the goal. A short update that helps the right customer decide is more valuable than a stream of generic announcements. Treat the profile as part of your website and enquiry journey, then build a rhythm you can keep.
Choose a post type with a job
Use an update to share news, a recent project or a useful answer. Use an offer when there is a genuine promotion with clear dates and conditions. Use an event when customers need to know a date, time and place. Give each post one main idea.
A plumber might explain a winter boiler check, a B&B could share a midweek break, and an online shop might introduce a new collection. The subject should relate to a service or product you can actually fulfil.
Write for the person deciding
Open with the useful detail. Say who the update is for, what is included and why it matters now. “Need a quiet workspace for a two-day visit to East Sussex? Our weekday room rate includes breakfast and parking through October” gives a customer something they can act on.
Avoid superlatives and vague claims. A sentence about the process, location or availability is usually more reassuring than “unmissable quality”. Keep the tone warm and clear, as if you are answering a question at the counter.
Use real photographs
Choose an image from the business: the owner preparing a room, a finished joinery detail, a product being used or a team member explaining a service. The photograph should support the words and help someone recognise the business when they arrive.
Ask permission before showing customers, homes or identifiable details. Label a staged or illustrative image honestly. A varied set of owner-led photographs makes the profile feel lived in and gives you more useful material for future updates.
Link to the next helpful page
Use the action button to send someone to the page that continues the post. A post about roof repairs should link to the roof repair service page, not a general homepage. A B&B offer should reach booking information with the same dates and conditions.
Open the link on a phone before publishing. Check the headline, contact option and form. If the post promises an answer the page does not provide, improve the page or change the wording first.
Keep dates and conditions clear
Include the start and end date of an offer or event. Explain availability, booking requirements and any important exclusions. Remove or update an expired post so a new visitor does not plan around an old promise.
If a seasonal service is recurring, refresh the photograph and examples rather than copying the same text every year. A current detail gives people a reason to pay attention.
Build a manageable rhythm
Choose a cadence that fits the business. One useful post every week or two can be enough when each one answers a real customer question. Batch a few ideas after a busy project, then schedule a reminder to check them.
Create a short list of repeatable themes: recent work, a common question, a seasonal reminder, a team introduction, an event and a useful tip. Keep a note of which service page each theme should support.
Respond to questions and reviews
Posts work alongside the rest of the profile. Answer questions promptly, keep the services and hours current and reply to reviews with a personal response. If a post creates the same question several times, add the answer to the website and the profile.
Do not copy private customer information into a public reply. Move detailed booking or complaint conversations to a suitable private channel while keeping the public response calm and helpful.
Look at the signals
Check views, website actions, calls and direction requests where the profile provides them. Compare these signals with actual enquiries and bookings. A post may assist a decision without being the last click, so avoid judging it by one number alone.
Keep a small note of the subject, date, photograph and result. Over time you will see which questions and offers attract the right kind of attention. Use the learning to improve your pages and future posts.
A 20-minute post you can publish this week
Choose one customer question you answered recently. Write a short update that answers it, add a photograph from the business and link to the relevant page. Ask a colleague or friend to read it and say what they think the next step is. Correct anything that feels unclear, then set a reminder to review the post when its date passes.
Turn a post into a useful doorway
Think of the post and the linked page as one small campaign. Use the same service name, location and date so the visitor knows they have arrived in the right place. Add a short answer on the page before inviting someone to enquire, book or read more. If the post is about a common question, keep the answer visible on the website after the post has moved down the profile.
Ask the team which questions were asked after the update. Those replies can become the next post, a clearer service description or a new FAQ. Over time, your profile becomes a record of the help you provide rather than a collection of disconnected announcements.
Hart & Forge helps local businesses turn Google Business Profile activity into clearer local search visibility and useful website journeys. Talk to us about your Google Business Profile, and we can help you plan posts that support real enquiries.
