Google Business Profile posts are one of the easiest wins in local marketing. They are free, they take a few minutes, and they show up right where people are deciding who to call. Yet most local businesses post once, forget about it, and leave their profile looking quiet for months.
This guide gives you a simple weekly routine you can keep up all year, even when you are busy.
Why Google Business Profile posts matter
When someone searches for a service near them, Google shows a short list of businesses with a map. Tap one and you see the profile: reviews, photos, opening hours and, if you post, your latest updates.
Fresh posts do three useful things:
- They show customers you are open, active and looking after people right now.
- They give you space to explain a service, a seasonal check or an offer in your own words.
- They add a clear button, like Call or Book, at the moment someone is ready to act.
Google has never said posts are a direct ranking factor, so treat them as a way to win the click and the call rather than a ranking trick. A profile that looks alive simply gets chosen more often.
The weekly routine
You don't need to post every day. One or two good Google Business Profile posts a week is plenty for most service businesses. Here is a rhythm that works.
Monday: a useful tip
Start the week with something a customer can use. A plumber might explain how to find the stopcock before an emergency. A dentist might share how often to replace a toothbrush. Tips build trust because they help before you ask for anything.
Thursday: a service or a seasonal reminder
Pick one service and explain it in plain words: what it is, who needs it and what happens when they book. Tie it to the season when you can. Boiler services before winter, AC tune-ups before summer, gutter cleaning after the leaves fall.
Once a month: proof
Share a finished job, a team photo or a thank you to a customer (with their permission). Real photos from your area beat stock images every time.
How to write a post that gets calls
Keep it between 80 and 150 words. Google often shows only the first line or two in search, so lead with the useful part.
A simple structure:
- Hook: name the problem or the moment. "No hot water this morning?"
- Help: one clear fact or tip.
- Proof: a short line on why you, such as years in business or a guarantee.
- Next step: choose the Call or Book button and say it in the text too.
Write the way you talk to customers on the phone. Short sentences, no jargon, and no keyword stuffing. Mentioning your town once is natural. Mentioning it five times reads like spam.
Pick the right button
Every post can carry one button. Choose the one that matches how you want people to reach you:
- Call now for urgent services like plumbing, locksmiths and towing.
- Book if you take online bookings.
- Learn more to send people to the matching page on your website.
One clear action works better than three.
Mistakes to avoid
- Posting offers or prices that have ended. Old offers make you look closed.
- Using stock photos that look nothing like your business.
- Copying the same post to every platform without changing a word.
- Going quiet for months, then posting five times in one day.
Make it easier with a monthly batch
The hardest part is not writing one post. It is remembering to do it every week. The fix is to plan a month at a time: write or approve four to eight posts in one sitting, schedule them, and get back to work.
That is exactly what Porchlight does. It reads your website, learns your services and brand, and designs a month of posts for Google Business Profile, Facebook, Instagram, LinkedIn and X. You swipe to keep the ones you like and they go out on schedule. You can start free with 10 posts a month.
For more on what to post, read our guide to how often a local business should post, or see Google's own help page on posts.
