Avoid These 5 Google Business Profile Mistakes

Your Google Business Profile appears before your website in local search results. When a potential client searches for an accountant in their area, Google shows Business Profiles first, then the map, then organic website listings. If your profile is incomplete or poorly optimised, you lose enquiries before anyone reaches your site.

Many accounting firms treat their Google Business Profile as a set-and-forget listing. They create it, add basic details, and never return. Meanwhile, competitors who update their profiles regularly, respond to reviews, and add relevant content appear higher in local search results and convert more enquiries into clients.

Not Selecting the Correct Primary Category

Your primary category determines which searches trigger your Business Profile. Google allows one primary category and up to nine additional categories, but the primary category carries the most weight in search results.

Consider an accounting firm that selected "Tax Preparation Service" as its primary category because most of its clients needed tax returns. The firm offered business advisory, bookkeeping, and compliance services, but those weren't reflected in the primary category. When local businesses searched for "accountant near me" or "business accountant", the firm didn't appear in results because Google prioritised profiles with "Accountant" or "Certified Public Accountant" as the primary category. After changing the primary category to "Accountant" and adding "Tax Preparation Service" as a secondary category, the firm appeared in broader searches while still showing up for tax-specific queries. Enquiries increased by 40% within three months.

Select "Accountant", "Certified Public Accountant", or "Chartered Accountant" as your primary category. These terms align with how most people search for accounting services. Add specific services like "Tax Consultant" or "Bookkeeping Service" as secondary categories.

Leaving the Business Description Empty or Generic

The business description is a 750-character field that appears when someone views your full Business Profile. Google uses this text to understand what services you offer and match your profile to relevant searches.

Most accounting firms either leave this field empty or fill it with generic statements like "We provide accounting services to individuals and businesses." This tells Google and potential clients nothing useful. A well-written description mentions specific services, client types, and local areas you serve. For example: "We help small to medium businesses in Melbourne's eastern suburbs with tax planning, BAS preparation, and cloud accounting setup using Xero and MYOB. Our team also supports individuals with personal tax returns, rental property advice, and SMSF administration."

This description includes service types, geographic focus, software platforms, and client categories. Google can match this profile to a wider range of relevant searches, and potential clients immediately understand whether the firm suits their needs. Include keywords naturally, but write for humans first. Google ranking improvement for accountants requires consistent attention across all platforms, not just your website.

Ignoring Customer Reviews and Questions

Google prioritises Business Profiles with recent positive reviews and active engagement. Profiles with more reviews and higher ratings appear higher in local search results. Profiles with unanswered reviews or questions signal to Google that the business isn't actively managing its presence.

In our experience, accounting firms often avoid asking for reviews because they assume clients won't leave them or because they're uncomfortable with the request. However, satisfied clients usually don't mind leaving a review if asked at the right time. The right time is immediately after you've delivered value, such as completing a tax return or helping a business owner claim a refund they didn't expect.

Respond to every review, positive or negative, within a few days. Thank clients for positive feedback and address concerns raised in negative reviews professionally. Google monitors response rates and response times when ranking profiles. The Questions and Answers section also requires attention. Potential clients often ask about fees, services, or availability. If you don't answer these questions, competitors or random users might, and their answers could misrepresent your firm.

Using Low-Quality or Irrelevant Photos

Google Business Profiles with photos receive 42% more requests for directions and 35% more click-throughs to websites than profiles without photos. However, the photos need to be relevant and high quality.

Many accounting firms upload a single logo image and consider the job done. Others upload generic stock photos of calculators, spreadsheets, or people shaking hands. These images don't differentiate your firm or build trust. Potential clients want to see your actual office, your team, and what working with you looks like.

Upload at least ten photos, including exterior and interior office shots, team photos, and images of your workspace. Update photos every few months to show that your profile is actively managed. Avoid uploading images with text overlays, logos, or promotional graphics. Google demotes profiles that use photos as advertisements rather than genuine representations of the business.

Failing to Add Regular Posts and Updates

Google Posts are short updates that appear directly in your Business Profile. They allow you to share news, offers, events, or helpful content without requiring someone to visit your website. Posts expire after seven days, so regular updates signal to Google that your business is active.

Most accounting firms never use Google Posts. Those that do often create one or two posts and then stop. Regular posting improves your profile's visibility in search results and gives potential clients reasons to engage with your firm before making contact. Post about upcoming tax deadlines, changes to legislation, new services, or answers to common client questions. Each post should include a call to action, such as "Book a consultation" or "Download our tax checklist", with a link to the relevant page on your website.

For example, a firm posted weekly updates during tax season about common deductions, small business concessions, and lodgement deadlines. Each post linked to a relevant page on the firm's website. Over three months, the posts generated 120 clicks to the website and 18 direct phone calls from people who saw the posts in search results. This content also supports broader SEO for accountants efforts by reinforcing your expertise across multiple platforms.

Your Google Business Profile works alongside your website, not in isolation. If your profile is optimised but your website is slow, outdated, or lacks clear content, you'll lose enquiries at the next step. Similarly, if your website ranks well but your Business Profile is incomplete, you miss local search traffic entirely. Both need attention. Website development for accountants should include a review of all online touchpoints, including your Business Profile, to ensure consistency and conversion.

Call one of our team or book an appointment at a time that works for you. We'll review your current Google Business Profile, identify gaps, and show you how a properly optimised profile works with a high-conversion website to generate more enquiries.

Frequently Asked Questions