When Amy opened her adult education centre, she knew there were countless people in her community looking to develop new skills. Whether it was learning a new language, improving literacy, or gaining vocational qualifications, her centre offered a wide range of courses. But like many small business owners, Amy faced the challenge of getting her centre in front of the right people. Flyers and word-of-mouth could only go so far. She needed an online presence that would help potential students find her without spending a fortune on advertising.
That’s when she discovered Google Business Profile—a free tool that allowed her to showcase her centre in local search results. By setting up and optimising her Google Business Profile, Amy was able to drive a steady stream of enquiries and new enrolments, without spending a penny on marketing. Here’s how she did it, and how you can use Google Business Profile to grow your own customer base for free.
The Struggle to Be Found
Before Amy set up her Google Business Profile, she relied on traditional marketing methods like posters in community centres and local newspaper ads. While these helped bring in a few students, she knew that many people were searching online for adult education courses, and her centre wasn’t showing up in those searches.
Amy realised that when someone searched for “adult education near me” or “vocational courses in [her town]”, her centre wasn’t appearing. She needed a way to get her business in front of the people who were actively looking for the services she offered. That’s when she discovered Google Business Profile.
Setting Up Her Google Business Profile
Setting up her Google Business Profile was straightforward. Amy went to the Google Business Profile website and followed a few easy steps to create an account for her adult education centre. She entered all the essential details, including the centre’s address, contact number, opening hours, and the types of courses available.
One of the key things Amy did was include a description of the services her centre provided. She used simple, clear language that reflected what potential students might be searching for, such as “adult literacy courses”, “vocational training”, and “evening classes”. This ensured that when people searched for these terms, her centre was more likely to appear in their local search results.
Within a few days, her centre was visible on Google Maps and began appearing in search results for relevant terms. It was a quick win, giving Amy’s business the visibility it needed in her local area.
Bringing Her Business to Life with Photos and Reviews
One thing Amy noticed about her own behaviour was that when she looked up local businesses, she always checked for photos and reviews before making a decision. She realised that other potential students would likely do the same when looking for an adult education centre.
Amy took professional photos of her classrooms, teachers, and students (with their permission, of course). She uploaded these to her Google Business Profile, giving potential students a clear picture of what her centre looked like and the welcoming environment they could expect.
Next, Amy reached out to a few of her long-time students and asked if they’d be willing to leave a review. She explained that honest reviews could help other people make the decision to join the centre. Within a few weeks, she had several positive reviews that highlighted the supportive teachers and the personal growth students had experienced.
These reviews became a crucial part of building trust with potential students. When people searched for adult education centres and saw her profile, the positive reviews gave them the confidence to contact her for more information. The combination of engaging photos and heartfelt reviews helped her business stand out from the competition.
Keeping the Profile Active and Relevant
After setting up her profile, Amy knew that the key to maintaining her centre’s visibility was keeping the profile up to date. She regularly updated her Google Business Profile with new course offerings, photos from recent events, and announcements about upcoming registration deadlines.
Whenever a new course was introduced—whether it was IT skills for beginners or an advanced English literacy programme—Amy added the details to her profile, making it easy for people to see the variety of courses available. She also made sure that the contact details and business hours were always accurate, ensuring that potential students had no trouble getting in touch.
By keeping her profile active, Google recognised that her business was engaged and relevant, which helped improve its ranking in local searches.
Driving Growth Without Spending a Penny
What surprised Amy the most was how quickly her Google Business Profile started driving growth for her centre. She began receiving regular enquiries from new students who found her centre through Google, and many of them mentioned how the reviews or photos had helped them make their decision.
Unlike paid advertising, which can become expensive, Google Business Profile is completely free. Amy didn’t have to invest in costly ads to get the word out—her profile was doing the work for her, bringing in new students and growing her customer base without any additional marketing spend.
Why Google Business Profile is Essential for Small Businesses
Amy’s experience shows that for small businesses, especially those relying on local customers, Google Business Profile is an essential tool. It allows potential clients to easily find your business, get to know what you offer, and feel confident in contacting you—all without the need for expensive marketing campaigns.
With so many people relying on Google to find services near them, having a well-maintained profile ensures your business gets noticed. And the best part? It’s free. For business owners like Amy, who want to grow their customer base without spending big on advertising, it’s the perfect solution.
How You Can Use Google Business Profile to Drive Customer Growth
If you’re running a small business and looking for ways to attract more customers, setting up a Google Business Profile should be one of your first steps. Here’s how you can do it:
Create your profile: Head over to the Google Business Profile website and follow the steps to set up your account. Make sure you fill in all the essential information like your address, business hours, and contact details.
Write a clear description: Include key terms that describe your services and think about what your potential customers might search for. Make your description clear and straightforward.
Add photos: Upload high-quality photos that give potential customers a good sense of your business. Include pictures of your space, staff, and any relevant products or services.
Encourage reviews: Ask happy customers to leave reviews. These will not only boost your profile’s ranking in search results but also build trust with potential clients.
Keep it updated: Regularly update your profile with new information, offers, or events. This keeps your business relevant and active in the eyes of Google and potential customers.
Ready to Grow Your Business for Free?
If Amy’s story has inspired you and you’re ready to start using Google Business Profile to drive customer growth, now is the perfect time to get started. Mark A Preston, THE Customer Growth Coach & Speaker, can help you make the most of this free tool to grow your business. With Mark’s coaching and training, you’ll learn how to optimise your profile, attract new customers, and build lasting relationships. Contact Mark today and start leveraging Google Business Profile to grow your customer base—without spending a penny on ads.
