In an industry where digital advertising is restricted, a well-optimised Google Business Profile (Profile) is one of the simplest and most effective tools you can use to increase footfall, improve credibility, and get found by new customers, says Philip Montague
Despite how powerful a Google Business Profile can be, many businesses in our industry either haven’t claimed their profile or have outdated listings. Fixing that takes minutes but can have a huge impact, for free.
Get Started
If you haven’t already, go to business.google.com, claim your business, and fill out every detail. I’ve mentioned this before, so forgive me if you’re a regular reader, but make the effort to check yours, and get it up to date. Double-check your business category. The primary category should be your main offering, such as “Gun Shop” or “Shooting Range,” while secondary categories refine your reach. A clay ground might also list itself under “Sports Club” or “Outdoor Sports Store.”
Incorrect opening hours frustrate customers. If you close for lunch or have seasonal changes, reflect this. Late opening at a shooting ground for example. When holidays come around, update your hours to avoid wasted trips.
Fixing your Google Maps pin
If your business isn’t easy to find, you’ll already know as customers will tell you. “Your postcode didn’t bring me to the right place.” If you’ve heard this before, you need to move your Google Maps pin manually. This small fix ensures customers are sent exactly where they need to go, not a random point nearby. If you’re home-based and prefer not to list your exact location, Google allows you to set a service area instead.
Winning with customer reviews
Google values trust. The more reviews you have, and the better they are, the more likely your business is to appear in search results. But reviews don’t happen by accident. Ask for them. A simple request, such as “If you enjoyed your visit today, a quick Google review helps others find us,” can work wonders. Put up a sign if you’re hesitant to ask.
Responding to reviews is just as important. A polite thank-you reinforces good relationships. A measured response to a bad review can turn a negative into a positive. If you get a malicious or fake review, report it via Google’s “Flag as Inappropriate” tool.
Using Google Posts as free advertising
Many businesses overlook Google Posts, but they’re a simple way to keep your profile fresh. Regular updates, new gun arrivals, special promotions, or upcoming events, help keep you visible. A gun shop might post: “Just in! The new Browning 825 has arrived, come and see it in store.” A clay ground could promote a time-specific deal: “20% off shooting lessons this weekend only!”
Posts show up when people search for you and can be updated as often as needed. They take minutes to create but add a professional, active feel to your profile.
Photos and videos: making a great first impression
Your Google Business Profile is often a customer’s first introduction to you, so make it count. A neglected profile with a single blurry image from years ago isn’t inspiring confidence. Businesses with high-quality images get significantly more clicks and engagement.
What should you upload? Start with clear, professional-looking photos of your shopfront or range so customers know what to expect. Add images of your best-selling products, staff in action, and the kind of experience customers can expect when they visit. Videos are even better—a short clip showing a day at your shooting ground or a walkthrough of your shop can make a big impact.
The power of FAQs
If you find yourself answering the same questions on the phone every week, add them to your Profile. The “Q&A” section of your Profile allows you to pre-emptively answer common customer queries.
“What do I need to buy a shotgun?” “Do you offer repairs and servicing?” “Can I book a clay shooting lesson as a beginner?”
By answering these upfront, you save time and increase your chances of appearing in voice search results when someone asks their smart speaker the same thing.
Tracking your success with Google Insights
Once your Profile is in top shape, check back to see what’s working. Google Insights, found in the dashboard, tells you how many people are finding your business, what they’re searching for, and how they’re interacting with your business.
Are people clicking for directions but not calling? Maybe they’re unsure about stock availability. Are they finding you through searches like “gun shop near me” or something more specific? This data can guide your next steps and ensure your online presence keeps evolving.
Always open
Unlike your physical store, your Google Business Profile is working for you 24/7. A few small tweaks can make the difference between a customer finding you—or your competitor. Keeping your details accurate, encouraging reviews, posting regular updates, and tracking your performance will ensure that when someone searches for what you offer, it’s your business they choose.
If you need help getting your Google Business Profile right, I’m happy to offer guidance.
Get in touch
E: monty@mk38.co.uk
Instagram @MontyShoots
You can read the full April 2025 issue below:
