Someone types your business name into Google. A profile shows up, with hours, photos, and basic details. The problem is those hours haven't been accurate for a year, and the photos are from before you moved into the new space.

The client has no idea - they just see the details and make a decision based on them. If they show up at the wrong time, or suspect the business no longer exists, they simply go somewhere else. The good news is this takes only a few minutes to fix, once you know exactly where to click.

What a Google Business Profile actually is

A Google Business Profile (formerly "Google My Business") is a free profile that shows up when someone searches for your business name on Google or Google Maps - with hours, phone number, address, photos, reviews, and a link to your website.

This is separate from your website - you can have a great website and still have an outdated, neglected Google profile, and the client will still see the profile first, since it's often shown before anyone even clicks through to the website.

How to access your profile

1. Open business.google.com in your browser and sign in with the Google account linked to the business profile.
2. If you don't know which account is linked, type your business name directly into Google search, and look for the Manage this profile button under the business name.
3. If the business doesn't have a profile yet, Google will offer to help you create one - the process is free and takes a few minutes, but requires verification (usually by postcard to the address, phone call, or email, depending on the type of business).
4. If a profile already exists but was created by someone else (a former employee, an old agency), look for the Request access option - Google then notifies the current owner, or lets you claim the profile if no one responds for a while.

How to change your hours

1. Go into your profile at business.google.com.
2. Find the Info or Hours section in the left menu.
3. Click the pencil (Edit) next to your hours.
4. Set the exact times for each day of the week - you can also set "Closed" for days you don't operate.
5. For holidays or special days, look for the Special hours option - here you enter an exact date (e.g. January 1) and special hours or "Closed" just for that day, without changing your regular schedule.
6. Click Save.

Changes usually show up on Google instantly, or within a few hours - there's no need to wait days.

How to add or change photos

1. In the left menu of your profile, click Photos.
2. Click the Add photos button, or the plus (+) icon.
3. Choose a category for the photo - Google asks you to sort images by type: Logo, Cover photo, Interior, Exterior, Team, Products, and similar.
4. Upload photos from your phone or computer - clear, well-lit images that actually show how the space or product looks today are recommended.
5. To remove an old or outdated photo, click into it, then look for the trash icon (Delete) or the three-dot menu (More options) for additional actions.

The logo and cover photo matter especially, since they're the first thing people see when they open the profile - it's worth keeping those current even if you don't have time for everything else.

How to update your basic details

1. In the Info section, find the fields for Business name, Address, Phone number, Website, and Business category.
2. Click the pencil next to any field you want to change.
3. For address and business name, larger changes sometimes require additional verification from Google - that's normal and usually takes a few days.
4. Check the Business description section too - this is a short text explaining what the business does, and it's worth refreshing occasionally.
5. Don't forget to check your business category - an incorrect or outdated category (say, "Store" instead of "Marketing agency") can show you to the wrong people in search results.

Why this directly affects how many calls you get

The Google Business Profile is often the first thing a client sees, before they even visit the website. An outdated profile sends the wrong message, no matter how well the business actually runs.

• Wrong hours mean the client shows up or calls at the wrong time, and probably won't come back
• Old photos don't show how the space or product actually looks today, which creates uncertainty
• An incorrect address or phone number directly prevents contact
• Google also favors regularly updated profiles in search rankings

How often you should update the profile

It doesn't need daily attention, but it's worth checking the profile at least every few months, and definitely before any holiday or change in hours. It's also good practice to add a fresh photo whenever something changes in your space or offering.

Common mistakes seen on profiles

Holidays aren't entered separately. The business is closed for New Year's, but the profile still shows regular hours - the client shows up for nothing.

The address is technically correct, but unclear. A floor number, entrance, or landmark is missing, making it hard for the client to find the business even once they arrive at the right location.

Photos show the old look or a competitor. Sometimes photos that aren't from this business get accidentally added to the profile (for example, if a different business used to occupy the same address).

The business category is too broad or wrong. This affects which searches the business even shows up in.

Frequently asked questions

Does changing my hours affect how Google ranks me in search? Not directly the ranking, but incorrect hours lead to a bad client experience and, indirectly, to worse reviews - and reviews absolutely do affect ranking.

How many photos should I have on my profile? There's no exact number, but profiles with more quality, current photos generally feel more trustworthy. At least a few photos in each category (interior, exterior, team, products) is a good minimum.

Can clients add photos to my profile themselves? Yes, Google allows that - anyone can add a photo to a business profile. As the owner, you can report or remove inappropriate photos, but you can't disable the option entirely.

What if my business moved to a new address? The address gets changed in the same Info section, but larger address changes sometimes require re-verification - Google may ask for additional confirmation that you're genuinely operating at the new location.

Can I have different hours for delivery versus the storefront? Yes, the Google Business Profile has separate options for regular hours and, depending on the business type, additional categories like delivery or pickup hours.

What if someone leaves a bad review because of wrong hours that I've since fixed? You can respond publicly to the review and explain that the hours have since been updated - this shows other visitors that you actively maintain the profile.

In closing

The Google profile is often a client's first chance to form an impression of the business, before they see anything else. A few minutes of updating, a few times a year, translates directly into fewer missed calls and a better first impression.

If you're not sure when you last updated the profile, that's a sign it's worth opening business.google.com today and checking.