Use Google Business Profile to Win More Jobs
Why GBP Posts Matter
When someone searches “parking lot striping near [city],” the map pack (the top 3 listings with the map) shows up first, often before organic results. Getting into that pack means more calls, more estimates, and more sales. Google rewards businesses that keep their profile fresh and active, and regular posting is one of the easiest ways to do that.
How Contractors Get More Jobs Through GBP Posts
This isn’t busywork, GBP updates directly lead to jobs. Here’s how:
- Visibility: Profiles that post consistently are more likely to appear in the local map pack, which gets the majority of clicks.
- Engagement: BrightLocal reports listings with unique photos see 42% more direction requests and 35% more website clicks.
- Trust: A complete, active profile is 2.7Ă— more likely to be considered reputable by customers.
- Conversions: Posts with real (non-stock) images get 5.6× more clicks, and posts that include emojis attract twice the number of clicks and see higher conversions based on Sterling Sky’s analysis
That means the difference between showing up when a customer searches “parking lot restriping Bellevue” or being invisible while a competitor gets the call.
How Often to Post — With Real-World Signals
- 1–2 posts per week is the sweet spot. Enough to signal activity without being overwhelming.
- Posts expire after 7 days, so at least one per week keeps you “fresh” in Google’s eyes.
- In a field test, one GBP profile posting twice daily gained more local visibility than one posting twice weekly, and both beat a profile with no posts (Web20Ranker).
- Best-practice sources back this up: Seattle Organic SEO recommends weekly, ideally 2–3 posts; Droved agrees once-weekly is the minimum (Seattle Organic SEO, Droved).
Visual Snapshot:
Here’s a quick graph showing how effectiveness increases with post frequency, then levels off:
Note: This chart is illustrative, not exact percentages. Field tests (like Web20Ranker’s) and agency best practices show the same pattern: posting once weekly makes a big visibility jump, adding a second or third post helps more, but after that the gains flatten. The key is consistency and local relevance, not sheer volume.
Why Unique Posts Matter
Many franchise systems use the same GBP posts across all locations. While it’s better than nothing, Google doesn’t reward duplicate content in the same way it rewards local, unique signals.
What actually moves the needle is showing Google you’re active in your market:
- Photos from real jobs in your town.
- Mentions of local streets, neighborhoods, or landmarks.
- Updates tied to local events or seasonal needs (rainy season, snow prep, summer resurfacing).
Evidence:
- BrightLocal found GBP listings with unique photo updates get 42% more requests for directions and 35% more click-throughs than those without.
- A complete, actively updated GBP is 2.7Ă— more likely to be considered reputable by searchers.
In other words: if 50 locations all post the same “generic restriping tip,” Google sees it as template filler. But if you post about “a Bellevue office park we just restriped,” you’re giving Google and customers both a reason to connect you to Bellevue.
What to Post
Think of GBP posts as micro-ads:
- Before/After photos of recent jobs (clean lines, resurfaced courts, fresh striping).
- Short videos (10–30 seconds) showing your crew at work or the finished result.
- Seasonal reminders (“Winter rains are coming, now’s the time to refresh your lot striping”).
- Local hooks (“Serving Bellevue businesses for over 2 years, here’s a recent job downtown”).
Example Post
Title: Fresh Striping in Bellevue This Week 🚧
Body: We just completed a parking lot restripe for a business off Main Street in Bellevue. Clear lines = safer parking and a better first impression for customers. Book your restripe before the rainy season hits!
CTA: Call now for a free estimate.
Image: Wide-angle shot of the completed lot with crisp lines.
How to Set Up a GBP Profile (For Contractors Who Haven’t Yet)
- Go to Google Business Profile.
- Click “Manage Now” and sign in with a Google account.
- Enter your business name exactly as it appears on your signage/branding.
- Choose your business type (Service-area business for contractors who travel to job sites).
- Add your service area (e.g., Bellevue, Kirkland, Seattle).
- Add your contact details — phone number and website.
- Verify your business — usually via postcard or phone.
- Complete your profile with hours, categories (e.g., “Paving Contractor”), and services offered.
How to Make a GBP Post
- Log into your Google Business Profile dashboard.
- On the left-hand menu, click “Posts.”
- Select the type of post: Update, Offer, Event, or Product. For contractors, “Update” and “Offer” are most useful.
- Add a headline and description (keep it short and local).
- Upload a photo or video — always use real job photos.
- Add a Call-to-Action button (e.g., Call Now, Book, Learn More).
- Click Publish. Your post will go live immediately and show up in your profile for 7 days.
How Long Until It Works?
- 2–4 weeks: you may notice a bump in impressions.
- 2–3 months: consistent posting usually translates into noticeable call volume increases.
- SEO is a slow burn, but GBP posts are one of the faster levers you can pull.
Do This Today (Quick Wins)
- Post 1 photo from your most recent job.
- Add a caption with the town name and service.
- Use a call-to-action like “Call Now.”
- Repeat weekly.
It takes 5 minutes and could be the difference between waiting for the phone to ring and actually getting jobs.
Key Takeaways
- GBP posts directly translate into more jobs through local SEO visibility.
- Post at least once a week; 2–3 is even better.
- Use real photos and short videos every time.
- Tie posts to local jobs, seasons, or services.
- Stick with it for a few months, consistency is what moves the needle.
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