Is it Naughty or Nice—Your Local Business Listing? Find Out!

Your business’s online presence can be the make-or-break factor for customer decisions; because customers make decisions faster than ever, mostly based on the first things they see. And deep down, you know already that if you leave your online presence to chance, your competitors will be ready to steal your customers.

But don’t worry, we’re here to show you the concrete differences between a strong, polished business listing and a poorly maintained one, using Google Business Profiles (GBP) and Apple Maps as examples. Also, we’re sharing best practices on how Uberall’s clients have optimized their profiles to stand out; and tips on how you can optimize your profiles right away.

1. Profile Completeness and Consistency: The Foundation of Trust

A profile that includes every field filled with up-to-date information immediately establishes credibility: It shows that a business is dependable, well-organized, and prepared to meet customer needs. Moreover, it creates accessibility since customers can act upon their intentions—calling the store, visiting the website, ordering online etc.

Also, consistency across platforms reinforces trust: when customers see the same information on Google Business Profiles, Apple Maps, and other relevant business listing sites, they feel more confident in the business’s reliability—as do search engines.

A Good Listing…

…like bp pulse’s leaves no room for confusion. The profile doesn’t just list basic information; it goes the extra mile with details on charging station types, supported vehicle models, and even peak times. These elements signal to customers that the business is legitimate, organized, and eager to meet their needs.

A Bad Listing…

…has missing or inconsistent key fields across platforms. Business hours may differ between Google and Apple Maps, the address may lack precision, and categories might be outdated. This disorganized presence creates friction for potential customers and damages credibility. Customers faced with incomplete profiles are more likely to skip a visit, favoring competitors with accurate, fully built profiles.

2. Visual and Media Appeal: The Power of First Impressions

The first few seconds consumers spend on a online business listing often involve looking at photos, videos, and other visuals—because they help paint a picture of the experience they can expect. Moreover, photos and videos create a sense of familiarity, letting customers imagine themselves at the location or engaging with the service.

When businesses fail to include these visual cues, however, their listing can feel incomplete or uninviting. No or

A Good Listing…

…like Lakrids By Bülow’s features high-quality images of their stores along with short videos. These visuals not only illustrate the business’s offerings but also create a sense of transparency and professionalism, inviting potential customers to envision themselves using the services.

A Bad Listing…

…might have outdated, or irrelevant photos (or worse, none at all), so users only get a blurry and unattractive idea of what the business offers. Without visuals, a listing feels impersonal, making it harder for potential customers to feel excited or comfortable about visiting. Also, low-quality visuals lead potential customers to perceive a business as unprofessional, decreasing the likelihood they’ll choose that brand over others with richer, more engaging media.

3. User-Generated Content: Reviews and Business Responses

Online reviews and ratings have taken the place of traditional word-of-mouth—it’s all about eWOm now. For most people, reading a mix of good and critical reviews helps them form a balanced opinion about a business. But even more important is how the business responds to reviews: prompt and considerate with the willingness to make improvements.

Ignoring reviews, or worse, responding poorly to negative ones, leaves a lasting impression. Customers look to reviews not only to understand the quality of a business but also to see how the business handles feedback, especially when it’s not positive. Active engagement in reviews builds a rapport with customers that boosts loyalty and trust.

A Good Listing…

… like Pizzaville engages with reviewers promptly and professionally, even turning less-than-perfect reviews into opportunities to showcase their commitment to improvement. When a customer voices concerns, the company’s response is both informative and solution-focused, demonstrating that they value feedback—all while positioning relevant keywords for an extra SEO boost.

A Bad Listing…

…leaves reviews unaddressed or only posts generic responses. Customers are left with the impression that the business doesn’t care about feedback or isn’t interested in improving. Worse, a negative or defensive response to reviews can make the business seem unprofessional, leading users to question if this is how they might be treated in person.

4. Local SEO Power: Relevance and Discoverability

Search engines prioritize listings that not only fit what the customer is looking for but are also geographically relevant, ensuring the business is easy to find in their local area. A listing optimized with appropriate keywords as categories and attributes will rank higher in searches and appear in crucial moments when customers are making location-based decisions.

A Good Listing…

…like Pret a Manger’s is crafted with SEO in mind. The categories and description are very clear with keywords related to the business, such as “sandwich shop” and “breakfast”, “coffee”, “soups”, “salads” or “counter-serve”.

A Bad Listing…

…doesn’t provide information for specific needs (like “EV charging near me”). Worse, keyword stuffing or irrelevant terms could cause the listing to rank poorly or be ignored by Google altogether. Potential customers will see more relevant profiles from other businesses instead.

5. Calls-to-Action: Converting Ready-to-Buy Customers

Features like one-click call buttons or GPS directions allow potential customers to act instantly—calling, getting directions, or checking availability—without having to sift through additional information. For customers searching on mobile, these quick-access features can make all the difference between choosing a particular business or moving on to another one that’s easier to interact with.

A Good Listing…

…like F45’s helps users on the move to call directly or get directions in a single tap, as well as view operating hours easily or book a class online. This convenience plays a crucial role in capturing customers who are ready to act upon intention.

A Bad Listing…

…may lack these mobile-friendly elements, creating friction for customers who want quick answers. Without direct actions, the listing feels clunky, which can lead users to abandon it in favor of a more responsive alternative.

6. Special Features: Maximizing Google Business Profiles and Apple Maps

Each listing platform offers unique tools that can help a business engage customers in specific ways. Businesses that fully tap into these features give customers a smoother, more enriched experience, increasing the likelihood they’ll choose that business over a competitor.

On Google Business Profiles, elements like the Q&A section, special posts, and call-to-action buttons allow a business to provide real-time value to customers who may have immediate questions or be looking for current promotions.

The Apple Place Card, meanwhile, has strengths like Siri compatibility, which makes it easy for mobile users to quickly find details about a business.

A Good Listing…

…like KFC’s leverage all available features, including relevant attributes around accessibility, service options, and offerings as well as extra opening hours for specific services and owner-verified answers to frequently asked questions. Also, the company shares regular posts on Google Search / Google Maps and Apple Maps to promote their offers.

A Bad Listing…

…leaves questions in the Q&A unanswered and probably never publishes a post, missing the chance to engage users through offers and updates. Neglecting Apple Maps, in particular, can also mean losing out on a large portion of iOS users who prefer using Siri for recommendations.

7. Tracking and Analytics: Leveraging Data to Drive Success

A successful business listing is one that doesn’t just attract views but actually leads to conversions. Data analytics provide businesses with insights into how users engage with their profile, what features are most popular, and where there are opportunities for improvement.

By tracking interactions, businesses can identify trends, understand which elements drive engagement, and make informed adjustments that enhance their online presence. So analytics are more than just numbers; they reveal how effective a listing is at converting views into actual customers.

A Good Listing…

…like KFC’s leverages advanced attribution models to analyze conversions from various campaigns and touchpoints. Also, the company is continuously iterating on creative aspects, copy, promotions, and audience targeting strategies.

A Bad Listing…

…guess what’s working, missing critical insights that could make listings a more powerful conversion tool.Businesses operating in the dark on performance analytics may find it difficult to grow or evolve alongside their audience’s expectations.

Conclusion: The Business Impact of a Good Listing

A good business listing goes beyond filling out basic information. It combines consistent, visually appealing details with high engagement, localized SEO strategies, and data insights to provide an experience that encourages customer trust and action.

By leveraging Uberall’s listings management software, businesses like KFC, Pret a Manager, BP Pulse and EWE Go have seen firsthand how impactful a well-optimized listing can be, distinguishing them from competitors and winning customer loyalty. Reach out if you want to learn more about their success; and how we can help you!