Top 4 GMB Conversion Factors: How to Increase Quality Leads for Your Business
High visibility doesn’t always result in better sales for local businesses. Here are four factors that affect your conversion rates.
Let’s say you’re in a new city. You wish to try out the best cuisines nearby. What would you do?
Will you ring up the stranger who lives next door for suggestions?
Maybe not.
How about a quick Google search about the “Best restaurants near me?”
Now that sounds a lot more convenient and natural, doesn’t it?
As a business owner, optimising your Google My Business (GMB) rankings on a local search does help leverage your brand value and increase the overall ROI. But do high rankings always mean better sales and traffic?
Probably not.
Gaining visibility doesn’t equate to quality leads. What matters more is how your potential customers perceive your business:
● Do you have a compelling offer?
● Does your message resonate with their needs?
● Why should they choose your business over a plethora of other options?
In this article, we will go through 4 Google My Business conversion factors that affect the financial growth of your business.
GMB Conversion Factors — What and How?
Before we dwell deep into the specifics of each factor, it’s crucial that you’re well aware of GMB and how crucial it is for local businesses.
In simpler terms, GMB is an internet-based marketing service designed by Google to help local businesses attain greater visibility on local and nearby Google searches and attract more leads to their business.
Now coming to the How.
With 8.5 Billion searches processed every day, it’s no wonder why Google is the epitome of visibility for local searches.
Whether ease of access, transparency with customers or SERP dominance and brand value, GMB stays ahead of the league for both businesses and consumers alike.
Now that you’re well off with the importance of Google My Business let’s look at the top 4 Google My Business conversion factors that limit the growth of your local business.
1. Ratings and reviews
Just like how Google has their criteria to rank a business up and down through the local pack, customers have their fine ways.
With 79% of users trusting Google reviews as much as personal recommendations, it’s pretty apparent why ratings and reviews happen to determine how customers make their ideal go-to choice.
Customers are more inclined to follow the good old way of using feedback from fellow customers to make the right choice for themselves.
Whether it be the positive sentiment in a review text, high numerical ratings to recency and quantity of native reviews, having solid reviews to vouch for your service does have a great deal of impact in gaining a sense of credibility and trustworthiness from your potential customers.
2. Google messages
It’s pretty common for customers to have queries related to the product or services. Therefore, GMB has a messaging feature through which a customer can interact with an official representative from the business outlet.
You can turn on this feature on the GMB dashboard or the official app. For example, whenever a customer sends a message, you’d get an instant notification through the desktop or via the app.
This makes perfect sense for a conversion factor. If you can provide instant means for a person to raise their queries and resolve them immediately, that’s a potential lead for your business through personalized customer service
Business is always a game of speed. The faster you can solve queries from your customers, the better your chances of growth as a business.
3. Completeness of GMB listing
Each and every customer has varying requisites when it comes to visiting a local business. Let’s take the case of a restaurant as an example.
Customer A would want to try local food, whereas customer B might be interested in continental cuisines. If your GMB listing isn’t provided with the various types of cuisines available at the outlet, your business might be missing out on both A and B as potential customers.
This brings us to the completeness factor for a GMB listing. When your business profile is packed with helpful information like Q&A, high-quality images and Google posts with detailed descriptions, It’s easier for the customers to understand your business.
The takeaway here is that if there is a field in the GMB profile manager, make sure you fill it out. The more enhanced your GMB listing is, the easier it is to drive potential leads to your business.
4. Booking feature
If you’ve ensured that the first 3 Google My Business conversion factors are followed, enabling that booking feature would secure many potential customers for your business.
As simple as it sounds, enabling this feature on your Google My Business dashboard lets your customer make a reservation at your outlet or make an appointment with you if you own a physical location.
However, not every business has access to this feature. The appointment has to be made through applications with which Google has a partnership. The booking button on your GMB dashboard displays whether you are using one of these booking partners.
If you’re not, use the appointment URL in your business profile. For example, you could link it to the contact page of your business website or even add a Calendly link to it so that the customer could directly book an appointment with you.
Key Takeaway
Even though we have discussed the key GMB conversion factors in this article, there are many more factors that need to be kept in check to maintain a constant surge in conversion rate with the incoming traffic.
As a business owner, handling constant GMB updates and real-time interaction with customers while juggling the everyday business bustle can be overwhelming.
With ProManage by your side, it just gets easier.
ProManage is an AI-powered tool that offers real-time assistance to optimise GMB listings and scale your game with hyperlocal SEO.
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Still here?
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