Google Business Profile content

Search "gutter company Washington Utah" on your phone and look at what comes up. Before any website, there is a map with three businesses, each with a star rating, a few photos, and a line or two of text. That box is the Google Business Profile, the free listing Google shows for local businesses in Search and Maps. For most local trades in Southern Utah it sends more calls than the website does, and it is the one piece of marketing that costs nothing but attention.

Attention is the problem. A profile needs a description, services, regular posts, photos, and answers to customer questions, and most owners set it up once and never touch it again. This lesson is about using AI to keep it alive in fifteen minutes a week, without breaking Google's rules or stuffing it with keywords that make it read like spam.

What lives on the profile

Five kinds of text, and AI can help with all of them once it knows your business:

• Business description. Up to 750 characters, and only the first 250 or so show before "more." Google's guidance is to focus on what your business is and does, not on promotions or prices, and to leave out links. Lead with what you do and where.
• Services. Each service you offer can have its own short description. This is where "ceramic window tint" and "seamless gutter installation" belong, spelled out the way customers search for them.
• Posts. Short updates that show on your profile. Guides put the limit at 1,500 characters, with only the first line or two visible before a tap, and a standard update drops off the profile after about a week. Posts can carry a button such as Learn more, Book, or Call now.
• Questions and answers. Customers can ask questions on your profile, and you can answer them. Answered questions are public, so a good answer works for everyone who reads it later.
• Photos and their context. Photos do more work than text on a profile. AI cannot take the photo, but it can tell you which ones to take and help you name and describe them.

What Google allows, and what it does not

This is the part to get right before you generate anything, because the AI will happily draft a post that gets rejected. Verified against Google's own policy pages as of August 2026:

• No phone number in post text. Google's post content policy says so directly. Use the Call now button, which uses your verified profile number, instead.
• Posts and photos follow the general content rules. Nothing misleading, nothing that breaks the law, nothing off-topic. Photos have to be of your business and follow the same rules.
• Reviews cannot be bought or filtered. No incentives for reviews and no asking only happy customers, from Google's review policies. Relevant here because a post that says "leave a review and get 10% off" breaks it.
• AI-written text is not banned. Google's search spam policy targets using AI "to generate many pages without adding value for users," not the use of AI itself. A weekly post that tells people something true about your business is content with value, whoever typed it. A hundred near-identical "best gutters in [city]" pages is the thing they are after.

The short version: write things a real customer would want to know, do not put your phone number in the text, do not attach rewards to reviews, and you are inside the lines.

A weekly post in four parts

A profile post is not a Facebook post. Nobody follows your profile. People land on it at the moment they are deciding whether to call, so the post's job is to make you look open, active, and specific. Four parts, in this order:

• One piece of news. Openings this week, a job you just finished, a seasonal reminder, a new service.
• One service named plainly. The thing people search for, in the words they search with.
• One place. Your city, or the area the news applies to. Once.
• One button. Learn more, Book, Call now, or Get offer. Pick the one that matches what you want them to do.

Keep it short. The first line is what shows before someone taps, so the news goes first. Add a real photo from the job if you have one; a post with a photo looks like a business that is working this week, which is the whole point.

Because a standard update fades after about a week, the habit is one post every week, and AI is what makes that sustainable. Give it your voice file from the social posts lesson, tell it the one piece of news, and it drafts the four parts in seconds. You read it, check for a phone number, check that the place is named once, and post.

Services, Q and A, and photo captions

Service descriptions are the most under-used field on the profile and the easiest AI win. Give it your list of services and ask for a two-sentence description of each: what it is, who it is for, one detail that shows you know the trade. "Seamless gutters: 5 and 6 inch aluminum, formed on site to the exact length of your roofline so there are no joints to leak. Most single-story homes are done in a day." No city name needed here; the profile already knows where you are.

Questions and answers is where customers ask the things they would otherwise call about. "Do you do tint on RVs?" "Is there a minimum for gutter cleaning?" Answer every one, in two or three plain sentences, and have AI draft it from your answer in a text to yourself. If you keep a list of the questions you get asked on the phone most, have AI write clean answers to those too and keep them ready; check the current Business Profile help page for how to add them, since the details of that feature change.

Photos are the one thing AI cannot do for you here. It can, though, give you a shot list. Ask it for ten photos a customer would want to see from your kind of business and you will get a useful list: the truck, the crew, a before-and-after, the shop front, a close-up of the finished work. Take them on your phone, and use AI to write the short caption or file name so each one says what it shows.

As of August 2026, Google is rolling out a way to connect a verified Business Profile to the Gemini app, so it can draft posts and review replies and update details like hours from your actual profile data. The drafts still need your approval, and everything in this lesson applies to them too. Whether the draft comes from Gemini, ChatGPT, or Claude, you are the one who reads it before it goes live under your name.

Try this yourself

Add this to the standing instructions you built in the earlier lessons, or start a new project for it.

You write Google Business Profile content for [BUSINESS NAME], a [SERVICE] business at [ADDRESS OR NEIGHBORHOOD] in [CITY], Utah. We also serve [AREAS]. Follow my voice rules.

Rules for every piece:
- Never include a phone number in the text. We use the Call now button.
- Name our city once, and other areas only when the post is about them.
- Name the service in plain words a customer would search for. Once.
- Never offer anything in exchange for a review.
- Never invent dates, prices, or events I did not give you.

When I say "post": write one profile post under 60 words. First line is the news. Then the service, the place, and which button to use (Learn more, Book, Call now, or Get offer).
When I say "services": write a two-sentence description for each service I list. What it is, who it is for, one detail that shows we know the work.
When I say "answer": write a two or three sentence public answer to the customer question I paste, using the facts I give you.

Reply with the text only.

Then this week: one post, all your service descriptions, and every unanswered question. Next week, one post. That is the whole system, and a profile that gets touched every week beats a prettier one that does not.