Imagine a potential customer walking through Osu Oxford Street, hungry and looking for a place to eat. Before they even ask a friend for a recommendation, they pull out their phone, open Google Maps, and type "restaurant near me." The businesses that appear at the top of that list are the ones that will get their foot traffic. If your business is not on Google Business Profile, you are invisible to the very people who are ready to spend money with you right now.
Google Business Profile (formerly Google My Business) is a free tool from Google that controls how your business appears on Google Search and Google Maps. When someone searches for your type of business in your area — whether it is a hair salon in Tema, a mechanic shop in Kumasi, or a grocery store in East Legon — your profile is what shows up with your name, address, phone number, hours, and reviews. It is the single most important thing you can do for your local visibility, and it costs nothing.
Consider a few real-world examples across Ghana. A small chop bar near the Kaneshie First Light junction might never appear in search results without a profile, while a competitor down the road who completed theirs gets calls every weekend. A hair salon in Tema Community 7 that posts photos of new styles and responds to reviews on Google is the one that shows up when someone searches "hair salon Tema." A freelance graphic designer in Kumasi who lists their services and adds portfolio photos gets enquiries from the Adum area that they would have missed entirely. The pattern is consistent: businesses with complete, active Google Business Profiles win the local search game.
Step 1: Claim your listing
Go to business.google.com on your phone or computer and sign in with your Google account — the same Gmail you use for everyday email works fine. Search for your business name and address to see if a listing already exists. Many businesses in Ghana already have a basic, unclaimed listing that Google generated automatically from public data. If yours exists, click "Claim this business" and follow the prompts. If it does not appear, click "Add your business" and enter your business name, category, and location. Be precise with your category. Instead of just "Shop," choose "Electronics Store" or "Clothing Store" if those fit. Google uses your category to decide which searches to show you for.
Step 2: Verify your business
Google needs to confirm you are a real business at the address you listed. Verification usually happens in one of three ways: a postcard with a verification code mailed to your business address (this takes 5 to 14 days), a phone call where Google reads you a code, or an email with a code sent to your business email. In Ghana, the postcard method is most common. Make sure your address is written clearly and includes a landmark if possible — for example, "Behind Melcom, Tema Community 1." Once you enter the verification code, your listing goes live and starts appearing in search results and on Google Maps.
Step 3: Complete your profile
A half-filled profile is almost as bad as no profile at all. Take the time to fill in every section Google gives you:
- Business hours: Set your regular hours and update them for public holidays like Independence Day, Easter, and Christmas. Customers who show up to a closed shop will leave a frustrated review.
- Phone number: Use a number you actually answer. A dedicated WhatsApp Business line or your main mobile number works well in Ghana.
- Website and booking links: If you have a website, add it. If you use WhatsApp for orders, add a link that opens a chat with your business.
- Business description: Write 2 to 3 sentences about what you do, who you serve, and what makes you different. Mention your neighbourhood or area — people search for things like "best suya near East Legon" or "affordable tailor in Madina."
- Services and products: List what you actually sell. A car mechanic might list "engine diagnostics, oil change, brake repair." A restaurant might list "jollof rice, banku and tilapia, smoothies."
Step 4: Add photos
Photos are not optional. Profiles with photos get 42% more direction requests and 35% more website clicks according to Google's own data. Take clear, well-lit photos of your shop front, interior, products, team, and any signage. If you run a food business, photograph your best dishes. If you are a salon, show off your latest work. Update your photos at least once a month so Google sees that your business is active. You do not need a professional camera — a modern smartphone produces perfectly good results.
Step 5: Post regularly
Google Business Profile lets you post updates, offers, and events directly to your listing — similar to a social media post. Use this feature. Announce a new menu item, share a weekend sale, or promote an upcoming event. Regular posts signal to Google that your business is active, which can improve your ranking. In Ghana, where Mobile Money promotions and WhatsApp-based flash sales are common, you can post about those deals so customers see them right on Google.
Common mistakes to avoid
- Wrong or outdated hours: If your hours say you are open on Sundays but you are actually closed, customers will arrive at a locked door and leave a negative review. Update your hours for holidays and special occasions.
- No photos: A profile with no photos looks abandoned. Even one photo of your storefront makes a difference.
- Ignoring reviews: When someone leaves a review — good or bad — respond to it. A simple "Thank you for visiting!" or "We are sorry about your experience, please call us so we can make it right" goes a long way. Google also rewards businesses that engage with reviews by ranking them higher.
- Duplicate listings: If you or someone else created more than one listing for the same business at the same address, the duplicate listing can confuse Google and split your reviews. Use the "suggest an edit" feature to request removal of duplicates, or contact Google support through the Business Profile help centre.
- Inconsistent information: Your business name, address, and phone number should be exactly the same everywhere — on your Google listing, your website, your Facebook page, and any directories. Inconsistencies hurt your local SEO.
- Neglecting the Q&A section: Customers can ask questions on your Google listing. Check this section regularly and answer promptly. If common questions keep coming up, add your own answers so future customers see them instantly.
Is Google Business Profile free?
Yes, completely free. Google does not charge anything to create or manage your Business Profile. You can add your business, verify it, post updates, respond to reviews, and track how customers find you — all at no cost. The only paid option is Google Ads if you want to run promoted listings, but the basic profile itself is always free.
How do I verify my business?
Google offers three main verification methods: a postcard mailed to your business address with a unique code (most common in Ghana, takes 5 to 14 days), a phone call that reads you the code, or an email to your registered business email. Make sure your address includes clear landmarks — for example, "Opposite Alliance Française, Cantonments" — to help the postman find you. Once you receive the code, enter it at business.google.com to activate your listing.
What if someone else claimed my listing?
This happens more often than you think, especially if a former employee or marketing agency set up your profile. Go to your Google Business Profile and click "Request access." Google will notify the current owner and give them a few days to respond. If they do not respond, you can claim the listing yourself. If that does not work, you can contact Google Business Profile support directly through the help centre to resolve ownership disputes.
How do I get more reviews?
Ask. The simplest way is to request a review from every satisfied customer. After a good service, send them a WhatsApp message with a direct link to your Google review page. You can find this link in your Business Profile dashboard under "Ask for reviews." Make it easy — people are more likely to leave a review if you send them the exact link rather than asking them to search for your business. And always respond to every review you receive, whether it is positive or negative.
A well-optimised Google Business Profile is one of the easiest and most effective ways to get found by local customers in Ghana. It takes a few hours to set up properly, and the payoff lasts for years. If you are not sure where to start or want an expert to check whether your current profile is set up correctly, Vision 61 Studios offers a free digital audit that covers your Google Business Profile, website, and online presence. You can request yours today — Get your free audit.