Nearly everyone – 97% of people – turn to the internet to find local business, and Google Business Profiles are where most of that action happens.

When someone in your area needs a spa day or is searching for a new salon, this is where their journey typically begins. 

Almost every time, it's the businesses with complete, professional Google Business Profiles that win these clients. A complete, active profile makes you 2.7 times more likely to be seen as reputable 70% more likely to attract visits – revealed Google itself. 

But what exactly makes a profile 'complete'? What separates the profiles getting consistent bookings from those sitting quiet? How do you transform your Google Business Profile into a client-attracting tool?

In short, the question is:

How can you turn searches into clients?

This comprehensive guide has all answers you need – examples, take-home-checklists, done-for-you-templates, comparisons, and much more. 

Everything you need, nothing you don’t. 

(Takes 20 minutes) And. It. Starts. Now. 

Why your Google Business Profile matters

Running a beauty business is all about making real connections with clients. But before they sit in your chair or walk into your treatment room, most of them meet you in a different place: 

Google search

Let's talk about how clients actually find salons and spas today. Right now, someone in your area might be searching:

• "hair salon near me"
• "spa near me"
• "[your city] nail salon"
• "massage therapist in [neighborhood]"

These searches bring up what we call the local pack—the business listings at the top of Google's results, complete with photos, client reviews, and a map. 

This isn't just any spot on Google. It's where most potential clients look first and decide where to book and helps boost online visibility for beauty businesses.

Here's something you can try right now: Pick up your phone and search for your business type without typing your location. Google automatically shows nearby options. This exact view is what potential clients see when they're looking for services like yours.

Let us remind you: Google Business Profile benefits are proven. Google revealed these statistics about how GBP benefits businesses:

• Complete, active profiles are 2.7 times more likely to be seen as reputable
• These profiles attract 70% more visits

For business in beauty industry, a well-maintained Google Business Profile works hard by:

• Putting on the map when locals search
• Enhancing your service menu visibility
• Showcasing your best work through photos
• Sharing authentic client reviews
• Making it simple for clients to book
• Connecting you directly with interested clients

Every single day, potential clients look at these listings and make decisions. 

Missing details like current hours, recent photos, or correct contact information might send them to another business. But when you set up your profile thoughtfully, 

it becomes one of your most effective tools for bringing in exactly the kind of clients you want to serve.

Now that you are aware why Google Business Profiles matter for local SEO of spas and salons businesses, we are dropping the most important details (in next two sections) right away out of respect for your time.

Setting up your profile: The basics

Getting your Google Business Profile right from the start saves you time and helps clients find you faster. Let's walk through each step to set up your profile properly.

Step 1: Claiming your business

Head to Google Business Profile Manager and search for your business name. You'll see one of two situations:

• Your business appears but isn't claimed (you'll see "Own this business?")

You can go to maps and search for your business in your street. Click the profile and you should be able to see this “Claim your business” option. You can request ownership and verify if your business is already claimed by someone else.

• Your business isn't listed yet (you'll need to add it)

After clicking “Add my business”, Google will ask you some basic details like your business category (more on this in a minute), work hours, timings and more. Fill those in and you are good to go. 

Click either option and follow the prompts to start the claiming process. 

Make sure to use a Google account you check regularly—this becomes your main way to manage your profile.

Step 2: Verification process

Google needs to confirm you actually own or manage the business. Currently, there are several verification options:

Video Verification (Most Common)

• Record a short video showing your business space
• Include specific elements Google requests
• Usually processes within 5 business days

Other verification methods include:

• Postcard (3-5 business days to arrive)
• Phone call (instant)
• Email (for select businesses)

For common verification issues, refer the table below:

Once your business is verified, it's time to set up your basic information.

Step 3: Filling basic information (Take-home checklist given)

While this might seem simple, getting these details right makes a big difference in how easily clients can find and connect with your business. Let's look at each essential element.

1. Business name

Your business name needs to be exactly as it appears on your storefront and business documents. 

✔️"Serenity Spa" 
❌"Serenity Spa - Best Massage & Facials in Portland."

As you saw, no need to add extra keywords or location information—Google prefers clean, accurate business names.

2. Address

Add your complete street address, including any suite or unit numbers. This helps delivery drivers find you and shows clients exactly where to go. 

✔️ Suite 205, Pearl District Plaza, 1234 NW 23rd Avenue, Portland, OR 97210
❌ Pearl District, Portland, OR

For spas and salons inside shopping centers or office buildings, include the building name or shopping center in your address line.

3. Phone number

Use your primary business phone—the one that's most likely to be answered during business hours. If you use a phone system with extensions, 

add your main line. 

Yes, there’s a reason we put the above words in bold and center – it’s super important. This is often the number clients will call first, so it should connect them quickly to your team.

4. Service area

Fixed location businesses should mark their exact address on the map. If you also offer mobile services, you can set a service radius around your location. Mobile-only services should hide their physical address and instead specify which neighborhoods, cities, or zip codes they serve.

5. Hours of operation

Be precise about when clients can visit or call. If you take your last appointment at 7 PM but stay until 8 PM cleaning up, list 7 PM as your closing time. For appointment-only businesses, you can mark this in your profile to set clear expectations.

6. Special hours

Holiday closures, early closings, and special events need their own hours listings. Plan ahead for major holidays and mark these changes at least a month in advance. This prevents frustrated clients arriving at a closed salon and helps Google show accurate information during holiday searches.

Here’s your TAKE-HOME-CHECKLIST to ensure you are filling basic information correctly.

Special business situations

Beauty industry-specific optimizations

Just like you'd style your actual salon or spa to attract clients, every element here needs to catch attention and build trust. 

Below are some industry specific optimizations you can do.

1. Make your services shine with comprehensive service section

Start with your core services—the bread and butter of your business. 

For a spa and salons, this means

• List each service with exact prices
• Group similar services together
• Include duration when relevant
• Add brief service descriptions

EXAMPLE

But don't stop there. The beauty business changes with the seasons, right? 

• When summer rolls around, add those wedding packages and beach-ready treatments. Come fall, highlight your back-to-school specials. 
• Winter? Time for those holiday packages and gift services. 
• Spring can be for renewal treatments, special event prep and so on.

Keeping your service list fresh will help you fulfill the timely needs of clients.

⭐Quick Wins ⭐
✔️ Add prices to your top 3 most requested services
✔️ Group your current services into clear categories
✔️ Update your seasonal specials for the current month

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2. Show, don't just tell by uploading photos

We're in a visual industry. Your photos need to tell your story. We've an entire guide on Google Business Profile photos for deep understanding. For now, keeping it quick and short.

Start with transformation shots:

• Hair transformations
• Nail art progress
• Skin improvements
• Makeup applications

These are your proof points. 

Just remember: 

good lighting and consistent angles make all the difference. 

And always get your client's permission first.

Next, help clients picture themselves in your space. 

That welcoming reception area, your pristine treatment rooms, those professional styling stations—these photos help reduce the anxiety some clients feel about trying a new place.

⭐Quick Wins ⭐
✔️ Upload your 3 best transformation photos
✔️ Take a quick shot of your reception area in good lighting  
✔️ Remove any outdated or poor-quality photos

3. Tell your story right through business description

Your business description needs to do more than list services—it needs to build confidence. 

• Share how long you've been making clients feel amazing. 
• Talk about your team's special training and certifications. 
• If you've won awards or recognition, mention them.

What makes your business special? Maybe it's your expertise in textured hair, your advanced skincare technology, or your commitment to using only natural products. 

✔️ With 15 years of experience, our team of certified cosmetologists specializes in textured hair care. Our salon received Portland's 'Best Natural Hair Salon' award in 2023. We open at 7 AM for early-bird appointments and use only organic, natural products. Our stylists regularly attend advanced training in the latest cutting and coloring techniques.

❌ We do haircuts, color, styling, and treatments. Best salon in town! We use good products and have great prices. Come visit us today for all your hair needs.

Perhaps it's your early morning appointments for busy professionals or your kid-friendly atmosphere. 

These details help the right clients find you.

⭐Quick Wins ⭐
✔️ Add your years of experience to your description
✔️ List your most recent award or certification
✔️ Highlight one unique specialty that sets you apart

4. Make it easy to connect

The final piece:

Make sure clients can reach you WITHOUT FRICTION. 

Your contact options should be crystal clear:

• Direct phone button
• Booking link integration
• Message button setup
• Direction button for easy navigation
• Website and social media integration (if any)

Here’s a good example:

Think about what your ideal client needs to take action. 

Some want to book right away, others need directions, and some have questions first. Give them all an easy path to connect.

Pro Tip: Everything in your profile should feel authentic to your business. No need for fancy language or empty promises. Just show clients what you do best, make it easy to understand, and keep it current. That's how profiles turn into bookings.

⭐Quick Wins ⭐
✔️ Test your phone button works
✔️ Update your current business hours
✔️ Add your booking link if you have one

Ongoing management

Running a beauty business keeps you busy. Between clients, ordering supplies, and managing staff, your Google Business Profile might slip down the priority list. 

But here's the thing: a few minutes of attention each week keeps those new client inquiries flowing. 

Let's talk about the most important tasks.

1. Keep asking for reviews

Happy clients love talking about their experience—they just need a little nudge. 

The best time to ask? Right after they're admiring their new look in the mirror. Send them your direct review link while they're still excited about their transformation. Here are seven ways you can ask for a review:

1. Post-service mirror moment: "Love your new look? We'd love if you could share your experience on Google!" (show them the review link on your phone)
2. Send a personalized text within 24 hours with before/after photos and direct review link
3. Follow up on client selfie tags on social media - thank them and ask to share on Google
4. Have a QR code card ready at checkout that leads directly to your review page
5. Offer small loyalty rewards for verified reviews (points or small discount on next visit)
6. Time your review requests strategically - weekends or post-event when clients aren't rushed
7. Convert positive social media comments into review opportunities with a friendly nudge

When those reviews come in, don’t forget to reply. 

For the glowing ones, make it personal. Here are some plug-and-play thank you message templates you can use:

• Service Focused: "Thank you [Name]! We're so happy you enjoyed your service with us. Your satisfaction means everything to our team. Looking forward to seeing you again!"
• Experience Focused: "We appreciate your kind words, [Name]! Making sure each client has a wonderful experience is our top priority. Thank you for choosing us!"
• Team Recognition: "Thank you for this lovely review, [Name]! Our team works hard to provide excellent service, and feedback like yours makes it all worthwhile. See you at your next appointment!"
• Personal Connection: "[Name], thank you for taking the time to share your experience! It's wonderful clients like you who make what we do so rewarding. Can't wait to serve you again!"

Got a challenging review? Take a deep breath. 

Respond within a day or two, stay professional, and 

show you care about making things right. 

A thoughtful response to criticism often impresses potential clients more than a perfect five-star rating. Some templates for those hard days are as follows:

• Service Concerns: "Thank you for bringing this to our attention, [Name]. We value your feedback and would like to learn more about your experience. Please contact us directly at [phone/email] so we can address your concerns personally."
• For Misunderstandings: "We appreciate you taking the time to share your feedback, [Name]. We'd love to better understand your experience and make things right. Please reach out to us at [contact] to discuss this further."
• When Things Go Wrong: "[Name], we're sorry your experience wasn't what you expected. Your satisfaction matters to us, and we'd like to make this right. Please contact our manager at [phone/email] so we can resolve this properly."
• General Resolution: "We value all feedback and take your concerns seriously, [Name]. Please contact us directly at [phone/email] so we can understand more about your experience and find the best solution."

2. Keep your profile fresh and engaging

Think of your Google posts like your salon's social media feed. Share what's happening in your space:

• That stunning color correction your senior stylist just completed
• Your nail artist's latest design
• The new massage technique your team just trained in
• Those holiday packages everyone's asking about

Questions from potential clients pop up in your Q&A section all the time. Checking it weekly means you're there with helpful answers before someone else jumps in with incorrect information.

3. Photos tell your story

Reminding again: Your work is visual—let it shine. 

Every few weeks, add fresh photos that show what's happening in your space. Take care of your overall grid and avoid posting random images.

4. The "set it and forget it" myth

Here's a common mistake: setting up your profile and leaving it untouched. 

But your business changes…

…maybe you've added new services, adjusted your hours, or introduced seasonal treatments. Your Google profile should reflect these changes as they happen.

You can create a simple routine. For example, apart from responding to reviews (which you usually need to do within day or two), take 15 minutes every first Monday to check:

• Are your hours still accurate?
• Have you added your latest services?
• Is there a holiday coming up that needs special hours?
• Have any prices changed?

But, as the first line of this section read,

Running a beauty business keeps you busy…

…you might just forget everything at the end of this guide. 

There’s a solution for that as well. Yes, you can set the things on autopilot. Zoca can help you with just that: Automate your Google Business Profile operations completely without breaking a sweat.

Yes, Zoca is your “Magic Button” - press and let the magic work for business. 

Book Your No-Obligation Consultation - Costs $0

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How Zoca can help with management and optimize GBP

Every day, potential clients in your area search Google for beauty services. 

But managing your Google Business Profile—keeping it updated, responding to reviews, posting updates, and optimizing for local search—takes time you'd rather spend with clients. 

That's where we come in.

Let Zoca handle the digital details that bring clients to your door:

• Smart local keyword targeting based on real search data
• Automatic review requests and Instagram photo sync
• Regular profile updates and posts that keep you visible
• Quick website creation optimized for local search

While you create beautiful transformations in your space, we make sure potential clients can find, trust, and choose your business online.

Your Google Business Profile is often your first chance to impress—let's make it count.

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Common mistakes to avoid

1. Missing the essential details

Think about walking up to a salon with no sign, no hours posted, and paper covering the windows. 

Not very inviting, right? An incomplete Google profile creates the same impression. When clients search for beauty services, they need to know:

✔️ What exactly you do

✔️ Where to find you

✔️ When you're open

✔️ How to reach you

Each blank field is a missed opportunity to connect with someone looking for exactly what you offer. Google Business Profile listings which are complete get 7X more clicks. 

2. Category confusion

"Hair salon" isn't the same as "beauty salon." And "day spa" differs from "massage therapy." 

Choosing the wrong category is like putting your business in the wrong part of town—

the right clients won't be able to find you.

Some beauty businesses miss out by picking categories that are: 

• Too broad: "Personal care" instead of "Nail salon" 
• Too narrow: Only "Barber shop" when you offer full salon services 
• Completely off: "Beauty supply store" instead of "Beauty salon"

3. Forgotten attributes

Those little checkmarks and features under your business name? They matter. 

Attributes tell clients important details at a glance: 

• "Women-owned business" 
• "Wheelchair accessible" 
• "Free WiFi" 
• "Credit cards accepted" 
• "Gender neutral"

Missing these is like having great amenities but keeping them a secret.

4. Photos problem

We've all seen those blurry, poorly lit photos that make even gorgeous work look unprofessional. 

Your Google profile isn't a casual social media account—it's often your first impression on potential clients.

What turns clients away?

• Dark, grainy interior shots
• Cluttered backgrounds in service photos
• Old, outdated images
• Stock photos instead of your actual work
• Too few photos (or none at all)

5. Silent treatment

Reading client reviews but not responding? That's like ignoring someone who's talking directly to you. Every unanswered review tells future clients something about your business—and… 

silence isn't the message you want to send.

Even a simple "Thank you for your kind words!" shows you're engaged and appreciative. And those less-than-perfect reviews? Your professional response can actually win you more clients by showing how you handle feedback.

6. Measuring success

Google Business Profile gives you valuable insights about how people find and interact with your business. But not all numbers carry the same weight.

Most important metrics: 

• Direct bookings and calls: Tell you how many people moved from "just looking" to "ready to book."
• Direction requests: Show serious interest—someone is planning their visit to you.
• Website clicks: Reveal which services or offers made people want to learn more.

Here are some quick fixes for common problems:

• High search views but few actions 👉 Your profile might need more compelling photos or clearer service descriptions. 
• Lots of calls but few bookings  👉  Consider reviewing your phone handling process. 
• Many direction requests but few visits 👉  Check if your location details are clear enough.

Here are some bonus tips for measuring success of your efforts:

Bonus Tip #1: Read your insights

Open your Google Business Profile dashboard. Notice when people search for you most often. 

Are you open and available at these peak times? Look at which photos catch the most attention. These insights help you understand what potential clients care about.

Bonus Tip #2: Understand client behavior

Watch how people interact with your profile: 

• Morning browsers often book different services than evening searchers 
• Seasonal patterns show when to promote specific treatments 
• Popular search terms tell you what services to highlight 
• Photo engagement reveals what potential clients want to see before booking

Bonus Tip #3: Learn from competition

Look at other salons and spas in your area. Notice: 

• What services do they feature prominently? 
• How do they showcase their work? 
• What makes busy locations stand out? 
• Which posts seem to engage clients most?

In short – understand what your potential clients respond to.

Bonus Tip #4: Data can work for you

If weekday searches are highest, make sure your mid-week availability is clear 

When certain services get more views, consider featuring them more prominently. And, if people often search specific treatments you offer, add those exact words to your description

Pro Tip: Check your insights monthly, but don't chase every small change. Look for patterns over time instead of daily fluctuations.

Bonus Tip #5: It’s beyond the numbers

Behind every statistic is a person looking for beauty services. They might be: 

• A bride-to-be researching wedding hair options 
• Someone new to the area seeking a trusted stylist 
• A client wanting a relaxing spa day 
• A person finally ready to try that new look

Your profile's success is about connecting these people with your services, not only high numbers.

Good numbers are nice, but satisfied clients who found you easily and got exactly what they needed? 

That's real success.

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Tips for different business types

Ready to stand out on Google?

A strong Google Business Profile for your Spa and Salon brings you clients who want exactly what you offer. But setting it up the right way takes time and know-how. That's why we've helped hundreds of beauty businesses optimize their profiles for better visibility and more bookings.

Want to see how your profile could work harder for your business? 

Let's start with a free, no-pressure profile audit. 

We'll show you what's working well and where small changes could make a big difference. 

Get your FREE audit

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FAQs

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1. How can I optimize my salon's Google Business Profile for better visibility?

Beyond the basics, focus on what makes you unique. If you specialize in curly hair, mention it prominently. Late-night appointments? That's gold for busy professionals. Pay special attention to local-specific keywords like "Portland bridal hair" or "downtown Seattle balayage." Update your profile when seasons change – think "summer wedding specials" or "holiday glam packages." Regular updates signal to Google that your business is active and engaged.

2. What common mistakes do salons make with their Google Business Profile?

The biggest one? Being too generic. Saying "we do haircuts" won't help you stand out from hundreds of other salons. Another frequent mistake is inconsistent pricing – listing "$50+ for cuts" but charging more in-store creates trust issues. 

Also, many salons forget to update their holiday hours or temporary closures, leading to frustrated clients. And here's one we often see: posting only the final results without showing the transformation journey – clients love seeing the process!

3. How do I claim ownership of an existing Google Business Profile for my salon?

Search for your business on Google Maps, click "Claim this business," and follow the verification steps. Google typically verifies through:

• A postcard with a code (3-5 business days)
• Phone verification (instant)
• Email verification (instant, if your business email is already listed)

If someone else has claimed your profile, you'll need to request ownership transfer through Google's business support.

4. What specific marketing strategies can I use with my salon's Google Business Profile?

Create urgency with Google Posts about last-minute openings – "Two prime Saturday slots just opened up!" Use before/after photos in posts to showcase dramatic transformations. During slow periods, highlight special offers: "Tuesday morning blowout special." 

For regular clients, post about new service launches or product arrivals. And here's a clever trick: update your business description seasonally (think "specializing in summer blonde transformations" or "holiday updo experts").

5. How can I integrate booking software with my Google Business Profile?

First, ensure your booking provider is a Google partner. Popular options include:

• Vagaro
• StyleSeat
• Square Appointments
• Booksy

Once you've chosen your platform, link it through your profile's appointment URL section. This creates a direct "Book" button on your profile. Important note: Keep your availability updated in your booking software – nothing frustrates clients more than finding an available slot online only to learn it's actually booked.

6. What are the best photo dimensions for a salon's Google Business Profile?

• Cover photo: 1080 x 608 pixels
• Profile photo: 250 x 250 pixels
• Other photos: Minimum 720 pixels wide

Also, you use landscape orientation for service photos to maximize visibility in search results.

7. Should I list individual stylist names/specialties on my Google Business Profile?

Yes, but strategically. List specialties ("curly hair expert," "balayage specialist") rather than specific names, as stylist turnover could require frequent updates. Exception: If you have long-term staff with strong personal followings.

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References:

https://seotribunal.com/blog/stats-to-understand-seo/#local-seo-facts