When someone in Lagos searches for “printing press near me”, “dentist in Ikeja” or “IT support Victoria Island”, the first results they see are often not websites. They are businesses on a map, with photos, reviews, opening hours and a call button. Those listings come from Google Business Profile, a free tool that many businesses either ignore or set up once and forget. Done properly, it can become one of your most valuable sources of enquiries.
What is Google Business Profile?
Google Business Profile (formerly Google My Business) is a free listing that controls how your business appears on Google Search and Google Maps. It shows your name, address or service area, phone number, website, hours, photos, reviews and updates. For local searches, it is often the first impression customers get of you.
Why it matters for Lagos businesses
- Customers search on their phones, often while on the move, and tap to call or get directions.
- Map results appear above many ordinary website results for local searches.
- Reviews influence decisions. People compare ratings before choosing where to go or whom to call.
- It is free, making it one of the highest-return marketing activities available.
Step 1: Claim or create your profile
Search for your business name on Google Maps. If a listing already exists, claim it. If not, create one through Google Business Profile using a business Google account that your company controls, not a staff member’s personal account.
Step 2: Get verified
Google needs to confirm that your business is genuine before your profile goes fully live. Verification options vary by business and can include methods such as a video recording of your premises, a phone or email code, or a postcard. Follow the options Google offers you and keep proof of your business details handy.
Step 3: Complete every section
A complete profile ranks better and converts more searchers into customers.
- Business name: use your real business name exactly as customers know it. Do not add keywords or locations to the name, as this breaks Google’s guidelines.
- Category: choose the most accurate primary category, then add relevant secondary categories.
- Address or service area: show your address if customers visit you. If you travel to customers, set your service areas, such as Ikeja, Lekki, Surulere or Mainland, instead.
- Phone and website: use a number that is answered during business hours, and link to the most relevant page of your website.
- Hours: keep them accurate, including public holidays.
- Description: explain clearly what you do, whom you serve and what makes you different.
- Products and services: list your main offerings with short descriptions.
Step 4: Add great photos
Profiles with real, good-quality photos tend to attract more engagement. Add:
- Your shopfront or building entrance, so people can find you.
- Your interior, team and products or completed work.
- Your logo and a cover image.
Update photos regularly. Fresh images show that the business is active.
Step 5: Build a steady flow of reviews
Reviews are one of the strongest local ranking signals and a major factor in whether people choose you.
- Ask every satisfied customer, ideally soon after a successful job or purchase.
- Make it easy: share your review link by WhatsApp, SMS, email or a QR code at the till.
- Reply to every review, positive or negative, promptly and professionally.
- Never buy fake reviews or offer rewards in exchange for positive ones. It breaks Google’s policies and can get reviews removed or your profile restricted.
Step 6: Keep it active
- Post updates, offers and news regularly.
- Answer customer messages promptly if you enable messaging.
- Update hours, services and photos whenever things change.
Step 7: Keep your details consistent
Make sure your business name, address and phone number match exactly across your website, social media pages and directory listings. Inconsistent details confuse both customers and Google. Your website and profile should reinforce each other, as we explain in what makes a business website actually generate leads.
Step 8: Track the results
Your profile’s performance section shows how many people found you, how they searched and how many called, asked for directions or visited your website. Review it monthly to see what is working.
Common mistakes to avoid
- Using a personal email account that leaves with a staff member.
- Stuffing keywords into the business name.
- Incorrect pins on the map, so customers get lost.
- Ignoring negative reviews instead of responding constructively.
- Setting it up once and never updating it.
How long does it take to see results?
Once your profile is verified and complete, you can start appearing in local searches relatively quickly, though competitive categories take longer. Combined with a strong website and ongoing SEO, it builds a lasting advantage. Read more about realistic timelines in SEO in Nigeria: how long before you see results?.
Geopaju’s brand and digital growth team helps Lagos businesses set up and optimise their Google Business Profile, websites and local SEO so customers can find and choose them. Book a free consultation to get started.
