How to Build a Google Business Profile That Ranks and Converts

If your senior care business doesn’t show up in the local map pack on Google, you’re invisible to most families.

Google Business Profile (formerly Google My Business) is one of the most powerful tools for local discovery and conversion. But too many agencies treat it like a digital listing instead of a strategic asset.

Here’s how to build (or optimize) your profile so it ranks higher, builds trust faster, and helps you get more inquiries from the people searching right now.

Why Google Business Profile Matters in Senior Care

• 46% of all Google searches have local intent. [GoGulf, 2023]
• 92% of users choose a business that appears on the first page of local search. [Moz, 2023]
• Families often skip websites and go straight to reviews, photos, and hours

In senior care, this matters more than ever: families are searching during times of urgency, stress, and emotion.

Step 1: Claim and Verify Your Listing

Go to google.com/business and either claim your existing profile or create a new one. Verification typically involves a phone or postcard code.

Pro tip: Use an email tied to your business domain, not a personal Gmail account.

Step 2: Complete Every Field (Yes, Every One)

Google rewards completeness. Make sure to:

• Select the most accurate category (e.g., Home Health Care Service, Assisted Living)
• Add your phone, website, and service area
• Include business hours (especially weekends/holidays)
• Use consistent NAP (Name, Address, Phone) formatting everywhere

Step 3: Write a Clear, Human Business Description

This is not the place for keyword stuffing. Instead:

 Use plain language

• Lead with who you help and how
• Mention your location and any specialties (e.g., dementia care, short-term rehab)

Example:

"We help families in the Tampa Bay area navigate aging with confidence through compassionate in-home care, memory support, and reliable respite services."

Step 4: Upload High-Quality Photos

Google prioritizes profiles with real, recent photos. Include:

• Exterior and interior shots
• Team members in action (HIPAA-safe)
• Community events or client experiences (with permission)

Avoid stock images. Families want authenticity.

Step 5: Get (and Respond to) Reviews

• Ask every satisfied family and partner to leave a review
• Share direct links or use QR codes at events or after move-in
• Respond to every review professionally and promptly

According to BrightLocal, businesses with 20+ reviews see higher trust and click-through rates. [BrightLocal, 2023]

Step 6: Post Weekly Updates

Yes, just like social media. Use the "Posts" feature to:

• Announce events
• Share blog content
• Introduce team members
• Celebrate success stories

Google sees this as a sign of active, engaged businesses.

Bonus Tip: Track Performance

In your Google Business dashboard, track:

• Views
• Calls
• Direction requests
• Clicks to website

Use this to identify what’s working and where to improve.

RaisedCare’s Take

Your Google Business Profile is often your real homepage. Families will judge your quality based on a 3-second glance.

At RaisedCare, we help senior care businesses turn underperforming profiles into high-converting assets that align with your brand and community.

Because showing up isn’t enough. You need to show up well.

Sources

• BrightLocal. "Local Consumer Review Survey 2023."
• GoGulf. "Google Search Statistics 2023."
• Moz. "Local SEO Ranking Factors."