Local Customers Search Before They Walk In
Think about the last time you needed a mechanic, a salon or a place to eat in a town you did not know well. Chances are you took out your phone, typed what you needed and picked from the first few results on the map. Your customers do exactly the same. Someone in Nakuru looking for a hardware shop, or a visitor in Nanyuki looking for a restaurant, will usually call the business that appears clearly on Google Maps, with good photos and the right phone number.
The good news is that showing up on the map does not cost anything. It starts with a free tool called a Google Business Profile. Here is how to set one up properly and keep it working for you.
If customers cannot find you on the map, they will find the business next door. A complete profile puts your name, location and phone number in front of people who are ready to visit.
— Serina Systems
What Is A Google Business Profile?
A Google Business Profile is the free listing that appears when someone searches for your business name or for what you sell, such as “tailor near me”. It shows your location on the map, opening hours, phone number, photos, reviews and a link to your website. Customers can call you or ask for directions with one tap, which is why it matters so much for shops, clinics, restaurants, garages, salons and any business people visit in person.
Step 1: Claim And Verify Your Profile
Search for your business name on Google Maps first. Your business may already be listed, even if you never created it. If it is, choose the option to claim it. If not, add it as a new business and enter your name, category, address and phone number.
Google will then ask you to verify that the business really belongs to you. The options you see depend on your business and location, and can include a phone call, a text message, an email or a short video. Follow the steps shown on your screen. Until you are verified, your profile cannot be managed fully and may not appear properly in search.
Step 2: Fill In Every Detail
An incomplete profile looks unfinished and gives customers less reason to trust it. Take the time to complete every section:
- Business name: use your real name exactly as it appears on your signboard. Adding extra keywords or locations to the name can get your profile suspended.
- Main category: choose the one that describes you best, such as “Hair salon” or “Building materials store”, then add a few extra categories if they apply.
- Phone number: use a number you answer, ideally one that also works on WhatsApp.
- Opening hours: include weekends and public holidays so nobody arrives to a closed door.
- Description: write a clear summary of what you do and who you serve, in plain language. You have up to 750 characters.
- Products and services: list what you offer, with prices where you can.
Step 3: Put Your Pin In The Right Place
In many Kenyan towns, street addresses are not always easy to follow. That is why the map pin matters more than the address text. Zoom in and make sure the pin sits exactly on your entrance, not on the next building or the road. If you are hard to find, add a simple landmark in your description, such as “next to the main bus stage” or “opposite the market gate”. If you serve customers at their homes or sites and do not welcome visitors, you can set a service area and hide your street address instead.
Step 4: Add Real Photos
Photos tell customers what to expect before they arrive. Upload a clear picture of your signboard and entrance, the inside of your premises, your team, and your best products or finished work. Use your own photos taken in good light, not images copied from the internet. Add a few new ones every month, because an active profile feels alive and trustworthy.
Step 5: Collect And Answer Reviews
Reviews are one of the first things people read, and a business with many honest reviews usually looks safer to choose than one with none. Ask happy customers to leave a review while the experience is fresh. You can send them your review link by WhatsApp, or show it on a small card at your counter. Never pay for reviews or write them yourself, as this breaks Google’s rules and customers can usually tell.
Reply to every review, good or bad. Thank people who praise you. When someone complains, answer politely, say how you will fix the problem and invite them to contact you directly. A calm, helpful reply to a bad review often earns more trust than the review costs you.
Step 6: Keep It Up To Date
A profile is not something you set up once and forget. Update your hours before holidays, change your phone number the day it changes, and add new photos and offers as you have them. You can also share short updates about new stock, events or special offers. Outdated information is one of the fastest ways to lose a customer, especially if they travel to find you and you are closed.
Connect Your Profile To Your Website
Your Google Business Profile and your website work best together. Add your website link to the profile, and make sure the business name, address and phone number on your website match the profile exactly. Embed your Google Map on your contact page and add call and WhatsApp buttons so visitors can reach you straight away. If you do not have a website yet, our guide on why every Kenyan business needs a professional website explains where to begin.
Common Mistakes To Avoid
- Creating a second listing for the same business instead of claiming the existing one
- Stuffing keywords into the business name
- Leaving the pin in the wrong place
- Using an old phone number or hours that are no longer correct
- Ignoring reviews, especially the negative ones
- Uploading blurry or borrowed photos
Where To Start
Begin today with the basics: claim your listing, verify it, add your correct details and upload ten good photos. Then make a habit of asking for one review after each happy sale. These small steps add up quickly. If you would like help setting up your profile or building a website that supports it, Serina Systems works with businesses across Nakuru, Laikipia, Nairobi and beyond, and you can contact us for a free consultation.