Need local clients? Do THIS…

Most local service providers completely overlook this simple strategy.

I just got back from a wedding/weekend in Toronto (Canada).

It was fun, but if I’m being honest—I'm actually glad to be back at work.

That might sound crazy, but when you're doing meaningful work (like helping local businesses dominate their local market), it brings me genuine joy.

Sometimes even more than vacation.

Speaking of dominating local search...

Today we're diving back into the #1 factor for showing up in Google's Map Pack: your Google Business Profile (GBP).

Specifically, how photos and Q&As can put your business on the map—literally.

But first, let me share something with you.

I’m the Worst Kind of Client I Could Take On…

I’m not saying that out of self hatred or shame.

It’s just a fact.

My agency, Make It Marketable is brand new.

I’m building a website, creating content, and building a client base, all at the same time.

The point I’m trying to make, is that:

• If you already have a website

• If your GBP has already been around for a while

• And you already have customers

You’re business is going to see results faster than I will.

Beginnings are tough.

And that’s part of the reason why I wanted to build in public, from the ground up. Because if I can do it, with no previous assets in place, you can do it for your business.

With that said, let’s get started.

Photos That (Actually) Convert Browsers Into Buyers

When it comes to uploading effective photos into your GBP, there are only two words that come to my mind.

Smiling. Faces.

You want as many pictures of smiling people as possible. There are really only 3 categories of people you can take pictures of:

• Pictures of you

• Pictures of your team (at work)

• Pictures of (happy) customers

And you can mix and match all three categories together.

For example:

• You + happy customers

• Your team at work + happy customers

• You + your team at work

• etc…

Here’s what my GBP looks like and the photos I’ve used.

It’s worth mentioning that Google will automatically choose the best image to display first. (Notice the smiling people :))

That’s a selfie of me and my girlfriend together.

Can I Let You In on a Secret?

We did a little photo shoot, at HER office.

Yup. My marketing agency is technically our home address.

But I wanted it to feel more… elevated.

So we headed to my girlfriend’s Google-like company office to snap some pictures together.

Here are some of the shots:

All this to say, you DON’T need to hire a professional photographer.

I think people want to see other real people. They want to connect with the people who are going to help them.

So my approach was not to be perfect, but to be approachable.

I used my iPhone, and had my girlfriend take most of the photos.

With that said.

Here are two best practices I’ve learned about I think are worth sharing:

• Don’t upload stock photos

• Use high quality and natural photos without any blurriness

There are also some “mandatory” photos you need to upload:

• Your logo

• Shots of the interior

And that’s pretty much it.

It’s worth noting that this isn’t a one-and-done thing. You can (and should) always be adding new photos.

Q&As: Getting Inside the Mind of Your Customers

Think about the last time you scoped out a local business when you were considering buying from them.

You probably checked out the Q&A section.

It’s important because it gives your prospects an idea of how others are talking about your business and how you show up in the answers.

Your Q&A section is like Reddit—it’s got an unfiltered, honest feel to it. And people are curious about the conversations going on there.

The best part:

Google allows you to ask + answer your own questions.

That’s massive. Because it gives you an opportunity to get inside the mind of your prospects, and earn their trust.

Remember, your GBP acts as a mini website. Not everyone will click through to your actual site and find your FAQ section there.

But if you place common questions (and answers) right into the GBP, it allows your customers to get their questions answered early. Increasing the likelihood that they:

• click

• call

• book

Right then and there from the GBP.

Answering Questions in Advance Builds Trust With Prospective Customers

You might already know some of the questions your customers have.

If that’s the case, great!

Head to your GBP, and then ask + answer those questions.

A common question I asked + answered that my industry get’s asked.

Do This if You’re Not Sure What Your Customers Are Asking

The way I see it, you have three options. I used a little bit of each.

1. SEO Software

You can use a software like SEMRush or Ahrefs to see what your customers are searching for.

It’s worthwhile, but it can be expensive. Plus there’s a learning curve. I opted to sign up for a free 7-day trial with SEMrush.

2. Ask AI

While I would strongly recommend training your AI on your business. Things like services offered, buyer personas, business profile, etc…

If you haven’t done that and are using an “off the shelf” AI, here’s a prompt you can use to help you with this:

---

"Act as a local customer research specialist. I run a [INSERT YOUR SPECIFIC SERVICE TYPE - e.g., plumbing company, dental practice, medical spa, etc.] in [INSERT YOUR CITY/AREA].

Help me identify the 15-20 most common questions potential customers ask when they're considering hiring a [YOUR SERVICE TYPE] in my area. Focus on questions that:

1. Address common concerns or hesitations customers have

2. Compare different service options or approaches

3. Ask about pricing, timing, or process details

4. Relate to local regulations, permits, or area-specific issues

5. Show up frequently in online searches for my industry

For each question, also suggest a brief, helpful answer that positions my business as knowledgeable and trustworthy. Format your response as:

Question: [Customer question] Suggested Answer: [Brief, helpful response that builds confidence]

Focus on questions that real customers would actually ask, not generic business questions. Think about what someone would want to know before picking up the phone to call my business."

---

3. Scope Out The Competition

Type your competitors name into Google and check out their GBPs.

If they don’t have any questions there (because they aren’t savvy like you are now), scope out their websites for FAQs.

Those are gold mines of questions that you can ask and answer on your own profile.

Here’s what I was able to dig up from my competitors websites:

Managing Public Questions

Are there already any questions on your profile that have gone unanswered?

Don’t be too cool to answer questions. Make it a habit to check in here and answer the people.

The good news is that if you answer your customers most pressing questions, they probably won’t need to ask them again.

The Map Pack Domination Blueprint: What's Next

I’m going to end this newsletter here.

I always think I can cover more… but then they start getting so long.

Let’s recap what we’ve covered so far:

Your GBP is responsible for 50% of whether you make it into the map pack.

These are the elements that make up the GBP.

• Basic info (last edition)

• Photos and Q&As (this edition)

• Reviews, Products, and Google Updates (next edition)

Thanks for reading, and stay tuned for next week’s newsletter. If you have any questions feel free to ask me. I’m always happy to help.

Warmly,

Nicholas

P.S. Want a free 30-minute marketing consultation from me?

I need to start generating reviews for my marketing agency.

So in return for one, I’ll analyze your website, GBP, and scope out your competitors to uncover the #1 thing holding your business back.

By the end you’ll have practical, actionable insights you can implement immediately.

Again, completely free if you consent to leaving me a review on Google.

Just hit reply to this email (or leave a comment/DM on Substack) and we’ll set up a time to chat.