Google Business Profile: The 5 Signals That Win Customers (And the Red Flags That Lose Them)

You showed up in search results. Congratulations. You've cleared the first hurdle.

But appearing in search results and actually winning the customer are two entirely different things. Between discovery and decision lies a critical evaluation process where consumers scrutinize every signal your business sends.

Get these signals right, and you're the obvious choice. Get them wrong, and you've just done free marketing for your competitor - something any small business owner wants to avoid at all costs!

Recent research from Uberall, surveying over 2,000 consumers across four countries, reveals exactly which signals drive decisions and which red flags send customers running.

Let's break down both - if you want to improve local search visibility, make some notes.

The 5 Signals That Win Customers

Signal #1: Your Reviews & Reputation (The 45% Factor)

When consumers find your business online, 51% say the first thing they do is read reviews. Not visit your website. Not check your hours. Reviews matter. More than you think!

Your reputation is your resume, and consumers read it before they even consider you.

The research shows 44.6% of consumers cite reviews as one of the top three online factors that help them decide which business to visit. But volume alone doesn't win. What matters more is consistency, recency, and how you respond.

61% of consumers prefer businesses that respond to reviews. Your response - or lack of response - sends a powerful signal about your customer service. An unanswered review suggests indifference. A thoughtful response demonstrates care.

Real consumer from the study: "There was a mix of glowing five-star reviews and one-star complaints about poor hygiene. Their website didn't list prices or hours clearly. When I called, no one answered. I chose a different restaurant instead."

Notice the cascade: inconsistent reviews triggered doubt, missing information reinforced it, poor responsiveness sealed the decision.

How to win with reviews:

• Make leaving reviews easy (QR codes in-store, follow-up emails post-visit)
• Respond to every review, positive or negative, with genuine engagement
• Use sentiment analysis to spot patterns and address operational issues
• Highlight your best reviews on your website and social profiles
• Aim for consistency - steady positive feedback beats occasional excellence

Signal #2: Clear, Detailed Business Information (42%)

When asked what helps them decide which business to visit, 41.5% pointed to products or services offered as one of their top three factors.

Vague service descriptions lose customers. Clarity wins them.

32% of consumers said that the last time they visited a local business, they were influenced by a "well-detailed business listing." Detailed doesn't mean lengthy - it means useful. What do you offer? Who is it for? What makes you different? What makes your small business unique? Why should the customer care?

The research reveals that consumers take specific actions before visiting:

• 42% visit the business's website
• 36% click for directions
• 32% check photos, menus, or services
• 25% check Google Q&A (now sunsetted)

Each of these actions represents a moment where you either build confidence or create doubt.

Real consumer insight: "The company didn't have a homepage where you could get an overview of the services, rough price information, or more contact options than just a phone number. That's not magic - it's basic."

Basic. But frequently missing.

Interestingly, 47% of German consumers said checking Google Q&A - a feature being sunsetted and hopefully, replaced. Q&A was their top online action before visiting - significantly higher than the global average of 25%. If your target market skews analytical, unanswered questions are lost opportunities.

How to win with information:

• Fill out every field in your business profiles completely
• Add detailed service descriptions (what, for whom, when)
• Include photos that show your space, products, team, and results
• Answer common questions with website FAQs
• Update information regularly - Google rewards fresh, current profiles with 5x more views

Signal #3: Location & Convenience (39%)

38.9% of consumers cite location and directions as one of the top three factors influencing their decision to visit.

But "location" online isn't just about proximity. It's about:

• Accurate map pins (especially critical for businesses inside shopping centers or shared buildings)
• Clear directions
• Parking availability
• Accessibility information

35.5% of consumers click for directions before visiting. If your pin is wrong, they're driving to the wrong place and blaming you for it.

The "Clicks for Directions" metric is one of the most actionable signals a business can track. High clicks + low visits suggests a location or experience problem. Low clicks might indicate a visibility or appeal issue.

How to win with location:

• Verify your map pin is accurate on Google and Apple Maps
• Add specific location details (suite number, entrance instructions, parking info)
• Embed an interactive map on your website's contact page
• If hard to find, add photos showing your storefront or entrance
• Monitor direction clicks to spot potential issues

Signal #4: Transparent Pricing

Here's where it gets uncomfortable for many businesses: pricing matters. A lot.

The research reveals that 48% of consumers chose not to visit a business because prices were too high, and 28% walked away because prices weren't clear.

Combined, that's nearly half of consumers making decisions based on pricing signals or lack thereof.

Now, this doesn't mean you need to be the cheapest. Premium pricing works but only when expectations are set appropriately. Transparency beats discount pricing.

Real consumer quote: "I found a cute café, but the prices were absolutely crazy! Almost $10 for a medium coffee and $15 for a large. That was a dealbreaker."

Notice: the problem wasn't just the price. It was a surprise. If that café positioned itself as a premium artisan experience upfront, the expectation would be different.

How to win with pricing:

• If possible, display pricing ranges or starting prices
• For service businesses, offer transparent quotes or free estimates
• Position your pricing with context (value, quality, expertise)
• If you're premium, set that expectation early with branding and messaging
• Avoid "call for pricing" unless absolutely necessary, it creates friction

Signal #5: Visual & Social Proof

16.9% of consumers check customer photos and business ambiance before visiting.

For repeat visits, the number is even higher: 24% say updated photographs motivate them to return.

Photos do three things:

• Set expectations (what will I experience?)
• Build trust (this is a real place with real customers)
• Create desire (I want to experience this)

User-generated content is hard to get - but important for being found online. Customers' photos carry even more weight than professional shots because it shows authentic experiences.

Rick Borovoy, Product Manager at Google, puts it plainly: "Just the facts about your business aren't enough to get you noticed anymore. But what's happening there today - like events, deals, and specials? Those are the real ways to grab people's attention and show them what makes you different."

How to win with visuals:

• Add high-quality, recent photos of your location, products, team, and results
• Encourage customers to post photos (incentivize if needed)
• Highlight customer photos on social media and profiles
• Refresh photos seasonally to show you're active and current
• Use Google Posts and Apple Showcases to feature timely offers and events

The 4 Red Flags That Kill Conversions

Now for the other side: what sends consumers running.

Red Flag #1: Bad or Inconsistent Reviews (46%)

45.6% of consumers said poor or inconsistent reviews were the main reason they chose not to visit a business after finding it online.

Notice the word "inconsistent." A single bad review won't kill you. But a pattern, or worse, a mix of glowing and terrible reviews with no explanation creates uncertainty.

Real consumer: "I checked it online and found out management had changed and it had gotten bad in terms of customer service. I asked on Facebook and got a lot of feedback about how badly run it was. I looked for another garage instead."

66% of businesses don't respond to reviews, according to Uberall's findings. Every unanswered negative review is a missed opportunity to show how you handle problems. Learn tips for managing negative reviews.

Red Flag #2: Unclear or High Pricing (48%)

As mentioned earlier, nearly half of consumers 48% said they avoided a business due to unclear or high pricing.

When price isn't transparent, consumers assume the worst. And when the price exceeds expectations without proper positioning, they feel misled.

Red Flag #3: Missing Core Information (28%)

27.8% cited unclear or unavailable key details as their reason for not visiting.

This includes:

• Hours (especially holiday hours or temporary changes)
• Contact information
• Service/product details
• Booking availability

Real example: "I was interested in visiting a dental clinic. Their reviews were unclear, so I called to ask more. They never replied. That lack of response made my decision for me."

Missing information forces consumers to work harder. They won't. They'll just move on.

Red Flag #4: Poor Responsiveness (25%)

24.7% said a small business not responding to their inquiry led them to choose a competitor.

This isn't just about reviews. It's about calls, messages, booking requests, and questions.

Another real experience: "I searched for a local garage, arranged a price and time online. Before I left, I called to confirm and was told the price was wrong, and the person on the phone was rude. So I went elsewhere."

Responsiveness signals respect for customers' time. Lack of it signals that their business doesn't matter to you.

The Comparison Reality

Here's a killer stat every small business owner should be aware of: 77% of consumers compare multiple options before deciding, and 29% explicitly said "another business had better offers or reviews."

You're not being evaluated in isolation. You're being compared, often simultaneously, to competitors. Every weak signal hands an advantage to someone else.

While you're manually updating profiles and hoping for the best, competitors with automated, optimized local SEO are showing up everywhere with accurate, fresh, compelling information.

36% of multi-location businesses still manually update profiles. That's dozens of hours wasted and countless opportunities missed. Maybe it's the right time to get local SEO managed software?

Stop Guessing, Start Signaling

Consumers are telling you exactly what they need to choose your business:

• ✅ Strong, consistent customer reviews with engaged responses
• ✅ Clear, detailed information about what you offer
• ✅ Accurate location data and easy directions
• ✅ Transparent pricing that sets proper expectations
• ✅ Fresh, authentic visuals and social proof

Get these right across all platforms. Google, Apple, directories, social media, and AI search - and you're not just visible. You're irresistible. Get them wrong, and you're essentially advertising for competitors who got them right.

Hike's Uberall integration provides comprehensive all-in-one Google Business Profile management in one platform. We help you dominate local search by optimizing your listings for every ranking factor. From data accuracy to review management. With automated review responses and complete visibility across every channel customers use to find you, Hike ensures your business shows up first, not your competition.

This blog is based on insights from Uberall's 2025 Local Search Consumer Study, surveying over 2,000 consumers across the United States, United Kingdom, France, and Germany.