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Google Business Profile Marketing Tips for Spa Professionals

As a spa professional, your passion is helping clients look and feel their best. However, passion alone isn't enough to make your business profitable—you must combine your passion with effective marketing to attract new clients and grow your client list. One free, powerful tool that can significantly boost your online visibility and bring in new clients is a Google Business Profile (GBP). 

This blog post is based on our DTU webinar hosted by licensed esthetician Adriana Perez-Nakamura. In the webinar Adriana explains how to optimize Google Business Profiles for spa professionals, allowing you to bring your business online and reach more potential clients in your area. 

Let's build that client list and get more money in your pocket!

What is a Google Business Profile?

Google Business Profile—formerly Google My Business—is a free business listing that helps you better market your spa business and attract local clients. When someone conducts a Google search for local businesses, your GBP displays essential information about your actual business services, location, hours, and reviews, making it easier for people to find and choose you.

The Benefits of a Google Business Profile

Having a well-optimized GBP can provide numerous benefits for your spa business, including:

  • Increased visibility in local searches, including placement in Google Maps
  • The ability to showcase your services, products, and expertise
  • A platform for engaging with clients through reviews 
  • Integration with online booking systems for convenient appointment scheduling, and more

Optimizing Your Google Business Profile

To make the most of your GBP, optimize it with accurate and compelling information. You can even use some search engine optimization (SEO) tactics to enhance your profile's visibility. 

Here are some key areas to focus on:

Name, Address, and Phone Number (NAP) Info

Make sure the NAP info on your GBP is exactly as it appears on your website and other review/social sites. If you don’t abbreviate any part of your physical address on your website, don’t abbreviate it in your GPB listing.

This is important for accuracy and customer trust, but also because Google uses NAP information to decide which businesses to show in search results. If your NAP info is consistent across every online platform where you’re present, it's more likely your business will show up in search results.

Business Description: Add Relevant Keywords

Craft a description that highlights your unique selling points, services, and keywords relevant to your target audience.

Your description tells people about your business, but it also tells Google what you do. Anytime you clearly spell out anything about your business for Google, it’s more likely to show your business in search results.

Your business description is an area where you can add keywords (services) you want to be found for. To start, choose 1-2 keywords you want to optimize your business description for—maybe that’s eyelash extensions and spray tans.

Use those keywords early in the first paragraph of your description, within the first couple of sentences. Include your business name and location, and add a call to action.


The category field tells Google what your business does and what it is. Choose the best categories to help bring up your business info for relevant local searches. You can choose a primary category and up to nine secondary categories--but don't use all nine of them. Instead, pick the categories most relevant to your business. 

There are about 4,000 GBP categories and they change often. If you don't know what to choose, that's fine. You can always change your business category later. Don't be afraid to experiment and see what works for you. 

Hours of Operation

Fill out your hours of operation and make sure they're accurate. If they change, be sure to update them ASAP. Your opening hours strategy will differ depending on whether you have regular hours and take walk-ins, or if you work by appointment only. 

If You Have Regular Hours of Operation and Take Walk-Ins

Fill out this portion of your profile to reflect the correct days and hours you're open. Having the correct information is important so clients won't get frustrated if the hours on your GBP don't match up with your actual hours, but this is important for another reason as well. 

When users browse GBPs, they can filter through search results according to what is currently open

People often want a service "today" or "right now." If your opening days/hours are correct and up to date, you'll hopefully be at the top of their list when they filter through results. If you are, then you're more likely to get their business.

If You Work By Appointment

If you operate by appointment you have a couple of options.

The first option is to choose the option that says "open with no main hours." Then, go to the "more" section and find "planning." Under planning you can indicate an appointment is required. If you do this, consider adding that you're open by appointment in your business description.

If you work by appointment but have set working days/hours, your second option is to fill out the business hours section with this information AND indicate under the planning section that an appointment is required. 


Collect as many genuine reviews as possible so users know they can trust your overall review rating. Ask clients to write a couple of sentences about their experience at your business along with their star rating.

Respond to All Reviews--Yes, Even the Negative Reviews

Review responses are a Google ranking signal. Responding gives your business a better chance of getting to the top of searches. Be sure to respond within 24-48 hours, even if it’s just a star review.

Keep Your Reviews Current

Current reviews are important; ask everyone for a review. If you feel like you’re bothering people, know that you’re not! Your clients are more than happy to leave a review. But if you don’t like to ask at least set up your booking system to send out automatic review requests.

When requesting reviews, ask clients to name the services they received or products they purchased. The more specific they can be, the better.

When people mention specific services, products, or general keywords related to their experience with your business, Google may highlight those keywords in the local search results it shows potential clients looking for those services.

Those keywords also give you a better chance of being shown closer to the top of search results. Why? Because Google wants to be helpful and give people what they’re looking for. 

For example: If Google knows you offer microdermabrasion facials or Brazilian waxing because clients mentioned them in their reviews, then it will likely show you first when someone searches for those services locally.

Photos and Videos

DiamondTome promo picture

According to Google, “Businesses with photos are more likely to receive requests for driving directions to their location, as well as clicks through to their websites, than businesses that don't have photos.”

Add photos to show the exterior and interior of your location. Include photos of yourself and your team, products you sell—a great way to up your retail business—, photos of yourself interacting with clients, and photos of your menu. 

Even if you have just a handful of photos, add them! They can build a positive image of your business in people’s minds, and they enhance your overall trustworthiness.

Posts and Offers

You can post content to your GBP, just like you would on any other social media platform. 

There are 3 different post types you can make: an update post, an offer post, and an event post. 

Update Post

Talk about your new products, all the services you offer, and new employees. Share anything business-related you're excited about. 

Offer Post 

Offer discounts, free add-ons, consultations, whatever you like. With an offer you need to include start and end dates, and it can't run for more than 12 months. Offer posts are differentiated from your other posts, and indicate that it's an offer.

Event Posts

if you have an open house coming up, a grand opening, or even a holiday party, post about it. Making sure your profile is up to date with current events makes you look credible in the eyes of potential customers. It also makes you look active in your business which is enticing to people. 

Check Out Our GBP Webinar for More Tips

By following these optimization tips and consistently updating your GBP, you can increase your business's visibility, attract more local clients, and ultimately drive growth and success--no matter if you're a day spa owner, a medical spa owner, or even a solo esthetician. 

But the information we've given you here is just the tip of the iceberg. 

For more in-depth info, be sure to check out our DiamondTome University webinar, "Grow Your Spa Business with Google Business Profiles," hosted by Adriana Perez-Nakamura, L.E.

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