More than 80% of customers research a business online before visiting, and most won't look past the top three results in Google's "local pack." That makes your Google Business Profile (GBP) one of your most powerful tools for bringing in new business.
But here's what many shop owners miss: Google rewards businesses that stay active. That's why continually optimizing your profile is key to success. A stale profile gets pushed down in search results, while shops that update consistently rise higher.
This is especially important now that zero-click searches are on the rise. Because Google pulls information directly from your profile, customers can get everything they need to know without visiting your website. If your information looks incomplete or outdated, they'll call the competitor whose profile appears more current. And if Google's AI engine can't find answers to searched questions on your profile, your business is skipped completely in the zero-click results.
Keeping your profile optimized and updated – with more than just the basic information – tells both Google and potential customers that you're active and reliable.
Show Your Work and Build Trust
First impressions happen in seconds. When someone searches for collision repair, the visuals on your profile help them decide whether to trust you with their vehicle. Google also interprets frequent visual updates as a signal of an active business, which boosts your ranking.
However, one exterior shot isn't enough. Prospective customers want to see your work: before-and-after repairs, your equipment and facility, your team with customers. A short video tour or repair time-lapse can be even more powerful. These visuals answer unspoken questions about your professionalism before someone even picks up the phone.
Refresh your visual content monthly with three to five new photos or videos showcasing different aspects of your operation, from repair quality to shop cleanliness to customer service.
Get Specific to Get Found
Categories determine when Google shows your shop in search results. If you're only using "Auto Body Shop" as your primary category, you're leaving opportunities on the table. Google allows one primary category and up to nine secondary categories, each of which can make you discoverable for specific searches.
If you offer paintless dent repair, EV repairs, ADAS calibrations, or specialize in insurance work, list those as secondary categories. Someone searching "paintless dent repair near me" might never see your profile if you haven't claimed that category, even if you offer the service.
SEO tools like GMB Everywhere make it simple to check what categories your competitors use. You may also discover services your shop provides but you haven't claimed. Review and update your categories quarterly as your services evolve to keep things fresh.
Turn Your Profile into Free Advertising
Most collision shops overlook using Google Posts – they function like free ads on your profile, making them an easy way to stand out. Regular posting signals activity to Google while giving potential customers reasons to choose you. One to two posts per month keeps your profile active without becoming overwhelming.
Share a repair tip, announce an insurance partnership, highlight a certification, or post about community involvement. Pair each post with a strong visual and clear call to action: contact for an estimate or schedule a consultation. Including keywords like your city, specific services, and certifications helps boost local SEO.
Answer Questions Before They're Asked
The Q&A section is consistently overlooked, yet it's one of the most powerful parts of your profile. Potential customers have predictable questions: Do you work with my insurance? How long will repairs take? Do you offer warranties?
Don't wait for customers to ask. Seed this section with ten frequently asked questions and clear answers. Google often displays these directly in search results, giving your profile more visibility. Check your Q&A section weekly and, when actual questions come in, respond within a day or two to build trust and show engagement.
Build Credibility with Consistency
Google doesn't evaluate your profile in isolation. Its algorithm cross-references your information against your website, Facebook, directories, and other listings. Even minor inconsistencies can hurt your credibility, search ranking, and confuse customers.
If one listing says you close at 5:30 and another says 6:00, a customer might show up after you've locked the doors. That's a lost opportunity.
Audit all your online listings quarterly. Your business name, address, phone number, hours, and services should match exactly across every platform. Tools like CCC Amplify can centralize these updates without requiring manual work across dozens of sites.
Your Google Business Profile is often a customer's first encounter with your shop—and frequently their last stop before deciding. Keeping it dynamic with fresh visuals, refined categories, regular posts, proactive engagement, and consistent information will increase your visibility in local search and give customers confidence that your shop is the right choice for their collision repair needs.
Learn more about how you can partner with CCC to help your business thrive.
More than 80% of customers research a business online before visiting, and most won't look past the top three results in Google's "local pack." That makes your Google Business Profile (GBP) one of your most powerful tools for bringing in new business.
But here's what many shop owners miss: Google rewards businesses that stay active. That's why continually optimizing your profile is key to success. A stale profile gets pushed down in search results, while shops that update consistently rise higher.
This is especially important now that zero-click searches are on the rise. Because Google pulls information directly from your profile, customers can get everything they need to know without visiting your website. If your information looks incomplete or outdated, they'll call the competitor whose profile appears more current. And if Google's AI engine can't find answers to searched questions on your profile, your business is skipped completely in the zero-click results.
Keeping your profile optimized and updated – with more than just the basic information – tells both Google and potential customers that you're active and reliable.
Show Your Work and Build Trust
First impressions happen in seconds. When someone searches for collision repair, the visuals on your profile help them decide whether to trust you with their vehicle. Google also interprets frequent visual updates as a signal of an active business, which boosts your ranking.
However, one exterior shot isn't enough. Prospective customers want to see your work: before-and-after repairs, your equipment and facility, your team with customers. A short video tour or repair time-lapse can be even more powerful. These visuals answer unspoken questions about your professionalism before someone even picks up the phone.
Refresh your visual content monthly with three to five new photos or videos showcasing different aspects of your operation, from repair quality to shop cleanliness to customer service.
Get Specific to Get Found
Categories determine when Google shows your shop in search results. If you're only using "Auto Body Shop" as your primary category, you're leaving opportunities on the table. Google allows one primary category and up to nine secondary categories, each of which can make you discoverable for specific searches.
If you offer paintless dent repair, EV repairs, ADAS calibrations, or specialize in insurance work, list those as secondary categories. Someone searching "paintless dent repair near me" might never see your profile if you haven't claimed that category, even if you offer the service.
SEO tools like GMB Everywhere make it simple to check what categories your competitors use. You may also discover services your shop provides but you haven't claimed. Review and update your categories quarterly as your services evolve to keep things fresh.
Turn Your Profile into Free Advertising
Most collision shops overlook using Google Posts – they function like free ads on your profile, making them an easy way to stand out. Regular posting signals activity to Google while giving potential customers reasons to choose you. One to two posts per month keeps your profile active without becoming overwhelming.
Share a repair tip, announce an insurance partnership, highlight a certification, or post about community involvement. Pair each post with a strong visual and clear call to action: contact for an estimate or schedule a consultation. Including keywords like your city, specific services, and certifications helps boost local SEO.
Answer Questions Before They're Asked
The Q&A section is consistently overlooked, yet it's one of the most powerful parts of your profile. Potential customers have predictable questions: Do you work with my insurance? How long will repairs take? Do you offer warranties?
Don't wait for customers to ask. Seed this section with ten frequently asked questions and clear answers. Google often displays these directly in search results, giving your profile more visibility. Check your Q&A section weekly and, when actual questions come in, respond within a day or two to build trust and show engagement.
Build Credibility with Consistency
Google doesn't evaluate your profile in isolation. Its algorithm cross-references your information against your website, Facebook, directories, and other listings. Even minor inconsistencies can hurt your credibility, search ranking, and confuse customers.
If one listing says you close at 5:30 and another says 6:00, a customer might show up after you've locked the doors. That's a lost opportunity.
Audit all your online listings quarterly. Your business name, address, phone number, hours, and services should match exactly across every platform. Tools like CCC Amplify can centralize these updates without requiring manual work across dozens of sites.
Your Google Business Profile is often a customer's first encounter with your shop—and frequently their last stop before deciding. Keeping it dynamic with fresh visuals, refined categories, regular posts, proactive engagement, and consistent information will increase your visibility in local search and give customers confidence that your shop is the right choice for their collision repair needs.
Learn more about how you can partner with CCC to help your business thrive.
