How to Get More Local Customers with Google Business Profile
(Formerly Google My Business)
If you’re a small or medium-sized business in Northeast Indiana, there’s one free tool that can dramatically increase your visibility and bring in more local customers, and chances are, you’re not using it to its full potential.
That tool? Google Business Profile (formerly Google My Business).
When someone searches for a service, “pizza near me,” “plumber in Lagrange,” or “hair salon Angola”, Google pulls up local listings. Those listings are powered by Google Business Profiles. If yours is incomplete, outdated, or unoptimized, you're leaving money (and customers) on the table.
At Indian Lakes Marketing, we’ve seen firsthand how Northeast Indiana businesses can level the playing field and even outrank national competitors just by optimizing their local presence.
Here’s a deep dive into how it works and how you can start winning more local business today.
What Is Google Business Profile?
Google Business Profile (GBP) is a free tool that lets you control how your business appears on:
Google Search
Google Maps
Google’s Local Pack (the map and 3 listings shown above search results)
Think of it as your digital storefront on Google.
Here’s what a fully optimized profile can do:
Help you show up when people search for your services
Build trust through reviews and photos
Give potential customers key info fast (hours, location, services)
Drive calls, website visits, and in-person foot traffic
And best of all, you don’t need a big budget to benefit.
The Foundations: How to Set Up or Claim Your Listing
If you haven’t claimed your listing yet, go to: google.com/business
Follow the steps to either:
Claim an existing listing if Google already created one for you
Create a new listing if your business isn’t there yet
You'll verify your business by mail, phone, or email (depending on your category). Once verified, you're in control.
How to Optimize Your Google Business Profile for Maximum Local Visibility
Once you’re in, this is where the real work begins. Here's what to focus on:
1. Use the Exact Business Name — No Fluff
Correct: “Lagrange Auto Repair”
Incorrect: “#1 Best Affordable Auto Repair in Lagrange!”
Google penalizes keyword stuffing. Just use your real business name.
2. Choose the Right Categories
Your primary category is the most important for ranking
Example: “Bakery” vs “Café” — be specific
You can add secondary categories too, but don’t overdo it
Pro tip: Search your competitors and see what categories they’re using.
3. Write a Compelling Business Description
You get 750 characters, use them wisely. Tell people:
What makes your business special
What services you offer
What communities you serve (e.g., “We proudly serve Lagrange, Shipshewana, and the surrounding Northeast Indiana region.”)
4. Add Photos (Real Ones)
Add at least 5–10 high-quality photos of your storefront, interior, products, team, and more
Update these regularly — Google favors active profiles
Use before/after images if applicable
Photos drive engagement and can increase clicks significantly.
5. Keep Your Hours Accurate
If you're closed for a holiday or have special seasonal hours, update them. Google rewards profiles that are kept current.
6. Add Services or Products
You can list your specific services (e.g., “Website Design,” “Lawn Mowing,” “Custom Cabinets”)
Add pricing info, descriptions, and photos if possible
This also helps with long-tail local SEO — for example, “custom website design in Kendallville.”
7. Get and Respond to Reviews
Reviews are critical for trust and rankings.
How to do it right:
Ask satisfied customers to leave a review (via email, text, or in person)
Use a simple link like:
https://g.page/r/YOURBUSINESSID/reviewRespond to every review — even the bad ones — with professionalism
Reviews not only improve your visibility but also build social proof that drives conversions.
8. Post Weekly Updates
Google Business Profile lets you create posts, like a mini social feed. Share:
New products or services
Promotions or events
Helpful tips or seasonal updates
Posting consistently shows Google you’re active and keeps your listing fresh.
9. Use Local Keywords in Your Content
Sprinkle in town or city names naturally when writing your description or creating posts:
“We’ve been proudly serving Fort Wayne and surrounding communities for over 10 years.”
Don’t overdo it — be real and helpful.
Bonus: Add Service Areas
If you're a service-based business that travels (plumber, contractor, landscaper), be sure to:
Set a service area in your profile
Include all the towns you serve (e.g., Angola, Howe, Topeka, Kendallville)
This tells Google where you want to show up — and can greatly improve reach beyond your business address.
Real-World Results in Rural Markets
We’ve helped small-town businesses go from completely invisible to dominating their local search results just by applying these strategies.
A local chimney sweep in Steuben County saw 42% more inbound calls
A LaGrange boutique’s web traffic doubled in 60 days
A small electrical contractor in Shipshewana went from zero visibility to showing in the top 3 results across 5 towns
In rural areas like Northeast Indiana, a well-optimized Google Business Profile is often the number one lead driver — even above social media or paid ads.
Ready to Attract More Local Customers?
If your Google Business Profile isn’t fully optimized, you’re losing out on the easiest and most cost-effective way to get found.
At Indian Lakes Marketing, we help businesses like yours unlock growth through smart, modern, and local-first strategies.
Let’s get your profile working for you
Schedule a Free Strategy Session
We’ll audit your listing, identify quick wins, and build a plan to help more customers find you, right here in Northeast Indiana.