Last Updated on March 19, 2025 by Mike
For architects, a well-optimized Google Business Profile (GBP) is more than just an online listing—it’s a powerful tool for attracting local clients, showcasing your expertise, and enhancing your firm’s credibility. With a well-crafted GBP, you can improve your visibility in search results, increase inquiries, and stand out from the competition.
A study by Backlinko found that 42% of local searches lead to a click on a Google Business Profile or map listing – meaning nearly half of those searching for local services end up clicking on these profiles. Of those profile interactions, over 56% result in website visits and 24% result in direct calls to the business.
This guide walks you through optimizing your Google Business Profile specifically for architects, covering essential steps, best practices, and insider tips.
Why Architects Need a Google Business Profile
Google Business Profile helps architects:
- Increase Local Visibility – Appear in Google Search and Maps when potential clients search for architects in your area.
- Showcase Your Portfolio – Add project images and videos to highlight your architectural work.
- Improve Credibility – Client reviews and accurate business details establish trust.
- Drive More Inquiries – Features like messaging and calls make it easier for clients to reach you.
By optimizing your profile, you enhance your chances of being the go-to architect in your area.
Step 1: Claim and Verify Your Business
If you haven’t already claimed your business on Google, follow these steps:
- Go to Google Business Profile.
- Click “Manage now” and search for your firm’s name.
- If your business isn’t listed, click “Add your business to Google” and enter the details.
- Choose the most relevant category (e.g., Architect or Architecture Firm).
- Follow the verification process (usually by mail, phone, or email).
Once verified, you can start optimizing your profile.
Step 2: Optimize Your Business Information
Accurate and complete information ensures potential clients can find and contact you easily.
Essential Information to Include:
- Business Name – Use your official firm name consistently across platforms.
- Address – If you have a physical office, list it. If you operate remotely, select a service area.
- Phone Number – A direct contact number is crucial.
- Website URL – Link to your official website for more information.
- Business Hours – Keep these updated, including holiday closures.
- Services Offered – List architectural services such as residential, commercial, or landscape design.
Tip: Keep your business information consistent across all platforms (website, social media, and directories) to improve SEO.
Step 3: Choose the Right Categories & Attributes
Google lets you choose primary and secondary categories to help users find you. The best options for architects include:
- Primary Category: Architect
- Secondary Categories: Architecture Firm, Interior Designer, Building Consultant
Additionally, Google offers business attributes that can enhance your profile, such as:
- Online Appointments Available
- LGBTQ-Friendly
- Sustainable Architecture Focus
Selecting relevant attributes makes your profile more informative and appealing.
Step 4: Upload High-Quality Photos & Videos
Visuals are essential in architecture. Uploading professional images enhances your profile’s appeal.
Best Practices for Images & Videos:
✅ Office Photos – Showcase your workspace to build trust.
✅ Completed Projects – Upload high-resolution images of past architectural designs.
✅ Before & After Shots – Display transformation projects to highlight your expertise.
✅ Team Photos – Humanize your firm with photos of architects at work.
✅ Short Videos – Share walkthroughs of projects or client testimonials.
Tip: Geotag your images before uploading to improve local SEO.
Step 5: Collect and Manage Client Reviews
Positive reviews improve credibility and help rank your profile higher.
How to Get More Reviews:
- Ask satisfied clients to leave a Google review.
- Send follow-up emails with a review request link.
- Offer incentives like a free consultation (but avoid paying for reviews).
- Respond to all reviews, both positive and negative, in a professional manner.
| Do | Don’t |
|---|---|
| Respond promptly to all reviews | Ignore or delete negative reviews |
| Thank clients for positive feedback | Write fake reviews or ask employees to leave reviews |
| Address concerns politely in negative reviews | Offer payment for reviews |
Step 6: Use Posts to Engage Clients
Google Posts allow you to share updates, promotions, and news directly on your profile.
Types of Posts to Publish:
- Project Highlights – Showcase a recent design.
- Industry Insights – Share architecture trends or sustainability tips.
- Event Announcements – Promote open houses, exhibitions, or webinars.
- Special Offers – Provide free consultations or design assessments.
Tip: Use high-quality images and include a call-to-action (CTA) like “Schedule a Consultation.”
Step 7: Enable Messaging & Call Features
Enabling messaging lets potential clients reach you quickly.
- Turn on Google Messaging in the GBP dashboard.
- Use Google Call History to track and manage inquiries.
- Set up automated responses for common questions.
Tip: Respond to messages within 24 hours to maintain engagement.
Step 8: Monitor Insights and Analytics
Google provides performance metrics to track your GBP effectiveness.
Key Metrics to Monitor:
- Search Queries – See what keywords users search to find you.
- Profile Views – Track how many people view your listing.
- Website Clicks – Measure traffic from your profile to your website.
- Phone Calls & Messages – Analyze client engagement levels.
Use this data to refine your profile and marketing strategy.
Keep Your Profile Updated!
An optimized Google Business Profile isn’t a set-it-and-forget-it tool. Regular updates, client engagement, and performance tracking are essential for long-term success.
Checklist for Ongoing GBP Optimization:
✅ Update business hours and contact details.
✅ Post new project photos and videos monthly.
✅ Respond to reviews and messages promptly.
✅ Share Google Posts regularly.
✅ Monitor insights and adjust strategies as needed.
Common Mistakes to Avoid
While optimizing your Google Business Profile, be mindful of these common pitfalls that can undermine your efforts. Avoiding these mistakes will save you headaches and ensure your profile remains effective and compliant:
| Mistake | Why It’s a Problem & How to Avoid It |
|---|---|
| Not Claiming/Verifying Your Profile | If you don’t claim and verify, you can’t control your information or respond to reviews. An unverified profile might also not show up in searches. Solution: Claim your business on Google and complete verification as soon as possible to unlock full control. |
| Inconsistent NAP Information (Name, Address, Phone) | Inconsistency (e.g., using “Street” in one place and “St.” in another, or different phone numbers) can confuse Google and clients, hurting your local rankings. Solution: Use the exact same business name, address format, and phone number everywhere – on your website, Google profile, and other listings. Double-check for typos and update all instances when something changes. |
| Keyword-Stuffing Your Business Name | Adding extra keywords or location terms to your business name (unless they are actually part of it) violates Google guidelines and can lead to suspension. It might be tempting to name your profile “Acme Architects – Dallas Residential Design,” but if your legal name is just “Acme Architects,” this is against the rules. Solution: Use your real business name only. Let the description and info sections carry the keywords. |
| Leaving Sections Incomplete | An incomplete profile (missing hours, no description, few photos) looks unprofessional and likely ranks lower. Google prioritizes profiles with comprehensive info. Solution: Fill out every section of your profile diligently. Provide a description, add photos, list services, set hours, etc. A complete profile is more engaging for clients and favored by Google’s algorithm. |
| Neglecting Reviews (No Responses) | Ignoring your reviews – especially negative ones – can hurt your reputation. Clients expect businesses to be responsive. Also, review activity (and responses) can influence ranking. Solution: Respond to all reviews promptly and professionally. Thank happy clients and address concerns raised by unhappy ones. This shows you care and helps mitigate any negative impact. |
| Using Poor-Quality or Generic Images | Having few or low-quality photos (or worse, none at all) makes your profile less appealing. Stock images that aren’t actually your work can mislead or turn off viewers. Solution: Upload real, high-quality photos of your projects and team. This builds credibility. Remember, visuals are a powerful selling point in architecture – don’t skimp on showcasing your work. |
| “Set and Forget” Mentality | Some assume once the profile is set up, the job is done. In reality, an outdated profile can show wrong info (e.g., old hours, outdated address) or miss out on new features, and inactivity might cause your ranking to stagnate. Solution: Maintain your profile actively. Update it whenever you have new info and log in regularly to post updates, add photos, and check for user interactions. Mark special hours for holidays, and utilize new features Google releases (like adding exterior photos, etc.). An active profile stays relevant. |
| Violating Google Guidelines | This includes things like creating multiple listings for the same business, using a virtual office or PO Box as your address (if you don’t have staff there), or soliciting fake reviews. Google is quite strict and can suspend your profile if it detects policy violations. Solution: Follow the rules: one profile per physical location/business, use a real physical address that you can verify, and build your reputation honestly. If you’re unsure about a practice, consult Google’s guidelines for representing your business. It’s not worth risking all your hard work for a shortcut. |
| Overlooking the Q&A Section | Many businesses forget that customers can ask questions on the profile. Unanswered questions (or answers from random users) could give a bad or incorrect impression. Solution: Monitor the Q&A and provide clear, authoritative answers to any question. You can even post common questions yourself (from a personal account) and answer them – think of it as an FAQ for your profile. This ensures potential clients get accurate info straight from you. |
A well optimized and managed Google Business profile is one of the most effective digital marketing tools for architects. It will enable your architecture firm to stand out in Google search results, attracts more clients, and builds a stronger local reputation — use it to your advantage!
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