Google Business Profiles Are More Than Just a Client Review Tool

When accountancy firms think about marketing, the focus is usually on websites, LinkedIn and SEO.

But one marketing tool that is still hugely undervalued is their Google Business Profile.

Many firms create their profile when the firm starts and rarely update it afterwards. In many cases, profiles contain outdated services, incomplete information or the basic information which is required.

Yet your Google Business Profile is often one of the first things potential clients see when searching on Google.

It’s also completely FREE! What’s there not to like about that.

A well-maintained profile can help accountancy firms:

• Improve local visibility for local searches
• Strengthen trust signals (Google Reviews)
• Support SEO performance
• Drive website traffic you can track this as part of the admin function.
• Generate enquiries
• Reinforce credibility online

In many ways, your Google Business Profile should be treated like a second website rather than simply a place to collect reviews.

Google Business Profiles Are Becoming Increasingly Important for AI Search

Search is evolving quickly, and AI-powered search experiences are increasingly using trusted online sources to understand businesses and provide recommendations.

Google Business Profiles help provide structured information about:

• Your services
• Locations
• Reviews
• Contact details
• Website links
• Business categories

Keeping this information accurate and consistent can help strengthen your wider digital presence and trust signals to potential clients.

This is particularly important as search engines are starting to prioritise:

• Your firm’s relevance – There’s no room for broad searches these days.
• Online authority – What authority do you have in specific areas compared to your competitors?
• Consistency – The winners here are the ones which show up consistently. Not the ones who post then ghost.
• Trustworthiness – It’s the trust signals. The reviews, the case studies it all mounts up and then compounds.  
• Local relevance – It’s much easier to win locally then nationally.

NAP Section Reworked

What is NAP? (Name – Address – Phone):

• Business name
• Address
• Phone number
• Website
• Services

This needs to be consistent across the below platforms:

• Your website
• Google Business Profile
• Directories
• Social platforms

This helps Google / AI better understand and trust your accountancy firm’s information, while also strengthening local SEO signals.

It’s One of the Most Underused Free Marketing Tools Available

Many firms invest significant time and money into marketing while overlooking their Google Business Profile entirely.

Yet it remains one of the few completely free tools that can directly support:

• Local SEO
• Visibility in Google Maps
• Website traffic – It all links back to your website & social media
• Reviews and trust signals – Support social proof and AI searches
• Enquiries
• Brand credibility

While small improvements and updates to a profile can often make a noticeable difference over time.

Your Google Business Profile Can Also Drive Website Traffic

Many firms also underuse the linking opportunities available within their profile.

Your Google Business Profile can link directly to:

• Your website
• Service pages
• Contact forms
• Industry pages
• Location pages
• Relevant articles and insights (I use this all the time!)

This can help drive more targeted traffic to your website while making it easier for users to find the information most relevant to them.

For example, accountancy firms could link directly to:

• Advisory services
• Specialist sectors pages
• Contact pages
• Resources and blogs

You can also use this to support wider visibility across your website content.

Read more about how regular content supports visibility in my article on How Blogging Helps Your Website Get Found on Google

“A Google Business Profile should work alongside your website, not separately from it. Think of it like a second website.”
— Sarena Harwood MCIM, Marketing Partner

Ready to take this further?

If you’d like support improving your Google Business Profile or would like to find out how i can support firms like yours. Then you can read more on my How I Help page below.