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It’s Not Just a Listing—It’s a Sales Engine
Most small businesses set up their Google Business Profile, fill out the basics, and leave it there.
But under the surface, Google has quietly rolled out powerful features designed to help businesses stand out, engage more deeply with potential customers, and convert better.
The problem? Most businesses don’t use them—or even know they exist.
The result? Lost traffic, missed leads, and underperformance in local search.
In this post, we’ll walk you through 7 underrated GBP features that, when used correctly, can dramatically improve your visibility, engagement, and conversions—often with just a few clicks.
1. GBP Posts (a.k.a. Free Weekly Marketing)
Google allows you to publish short updates, offers, and events on your profile—yet many businesses never post.
Why it matters:
- Posts appear in your profile and on mobile search
- They show customers you’re active and up to date
- They signal freshness to Google (a ranking factor)
How to use it:
Post something once per week. Promotions, seasonal tips, blog links, behind-the-scenes photos—whatever tells your story. Keep it short, visual, and action-oriented.
2. Services and Products Tabs
Many businesses skip these sections or leave them half-finished. But this is where you tell Google (and users) what you actually do or sell.
Why it matters:
- Helps Google match you with the right search queries
- Allows you to include relevant keywords (naturally)
- Gives customers quick-glance insight into your offerings
How to use it:
List every core service or product, with clear names, short descriptions, and (if possible) pricing. For service-area businesses, this can act as a mini landing page within your profile.
3. Q&A Section
Did you know visitors can ask your business questions right on your profile—and you can (and should) answer them?
Why it matters:
- Questions often appear prominently in your listing
- You can pre-seed questions and answers yourself
- Good Q&A can improve engagement and reduce call volume
How to use it:
Ask and answer your own FAQs—yes, that’s allowed. Think: “Do you offer emergency service?” “Are you open on holidays?” “Do you have parking?” Keep answers brief, helpful, and keyword-friendly.
4. Appointment Links
Google allows you to link directly to a booking page or contact form, yet many businesses don’t take advantage of this simple, high-converting feature.
Why it matters:
- Reduces friction (less clicking around to contact you)
- Improves your profile’s conversion rate
- Sends traffic directly to your sales funnel
How to use it:
Add a direct link to your calendar, booking system (e.g. Calendly, Square, or your website), or contact page. Make it count.
5. Messaging (Turn Your Profile Into a Chat Tool)
In many categories, you can now activate Google Messaging—letting customers text you directly from your profile via the Google Maps app.
Why it matters:
- Converts mobile users faster
- Creates a frictionless first interaction
- Shows Google you’re responsive
How to use it:
Enable messaging via your Google Business dashboard or the mobile app. Be ready to respond quickly—Google tracks your response time and may deactivate messaging if you’re too slow.
6. Business Highlights and Attributes
These visual callouts help your business stand out in listings—for example:
“LGBTQ+ friendly,” “Veteran-owned,” “Wheelchair accessible,” or “Online appointments available.”
Why it matters:
- Helps customers connect with your brand values
- Increases relevance for users with specific needs
- May give you an edge in hyperlocal results
How to use it:
Go to your profile settings → “Attributes,” and select all that apply. Don’t overlook this—Google often showcases these features visually in search.
7. Performance Insights
Inside your GBP dashboard is a goldmine of data about how people find and interact with your listing. Most business owners never check it.
Why it matters:
- See what search terms triggered your profile
- Track clicks, calls, messages, bookings
- Identify what’s working—and what’s not
How to use it:
Review “Performance” at least monthly. Look for:
- Search volume trends
- Where customers viewed your listing (Maps vs Search)
- The actions they took (call, visit website, request directions)
Then adjust your profile content and strategy based on real behavior—not guesswork.
Final Thoughts: Small Features, Big Impact
Your Google Business Profile has grown from a basic listing into a local marketing machine—but only if you unlock its full potential.
Most businesses miss out on these features—and that means you have an opportunity to stand out by simply doing what others aren’t.
At GBP Support, we help Canadian small businesses audit, upgrade, and manage their GBP to maximize leads and visibility using every tool available.
👉 Book a free discovery call and we’ll show you exactly which features your listing is missing—and how to turn your profile into a customer magnet.