When you intentionally build out your Google Business Profile and keep content fresh, it becomes a powerful, always-on front door to your firm that works 24/7. It is a showcase for who you are, who you serve, and why you’re the best in the biz.
A Google Business Profile is a free tool that lets you control how your firm appears across Google searches and maps. Think of it as your firm’s minisite inside Google’s ecosystem, where prospects can quickly see your services, hours, contact information, social posts, reviews, and more – without ever leaving the search results.
From a simple dashboard, you can manage:
Firm name, address, and phone number
Website URL and appointment/booking link
Office hours (including special tax-season hours)
Service areas and specialties (e.g., tax planning, client accounting services, payroll, outsourced CFO)
Photos and videos (team, office, client events, speaking engagements)
Social posts on timely information-focused articles, firm updates, deadlines, reminders, award announcements, and more.
Google Business Profile is a powerful tool for showing up in local searches when your ideal clients are actively looking for help.
A thoughtfully built and consistently updated Google Business Profile doesn’t just “look nice”; it drives real, measurable value for firms that want to grow, differentiate themselves, and build trust at scale.
Some of the biggest wins include:
Stronger local visibility: A complete, verified profile gives your firm a better chance of showing up in the local “3-pack” (the top three map results), where busy business owners and individuals are most likely to click, call, or request directions.
Instant trust and social proof: Reviews, star ratings, and client photos provide quick credibility and help prospects feel confident choosing your firm over the one down the street.
Shorter path from search to raised hand: Prospects can call your firm, request directions, visit your website, or send a message directly from your profile to inquire about services. That means fewer clicks and less friction, not to mention a faster route from “I need help with cash flow” to “Let’s schedule a consultation.”
A free, always-on marketing channel: You can publish posts on a variety of informational topics (e.g., cash flow, job costing), tax reminders, new service announcements, seasonal tips, FAQs, and event promotions – very similar to what you might post on LinkedIn, Instagram, or Facebook. This keeps your firm top of mind and positions you as the go-to resource for all things accounting and advisory.
Insightful data to guide marketing: Google Business Profile gives you data on how people found your firm, what keywords they used, and what actions they took (calls, direction requests, website visits). These insights can inform your content, SEO, and broader marketing strategy so you’re not guessing what your audience cares about.
Some of you may be wondering if you already have a profile floating around out there. Many firms simply don’t know. In fact, there often is a profile already up and ready to use – it’s just typically unclaimed, incomplete, or outdated.
Here’s a simple guide to help you locate your profile and start tapping into the power of Google.
Step 1 – Check if a profile already exists:
Go to Google or Google Maps and search your exact firm name plus city (e.g., “ABC CPAs Pittsburgh”).
Look at the right-hand side of the search results (on desktop) or at the top (on mobile) for a firm listing with your name, address, and maybe a map pin.
Click into the listing. If you see a link such as “Own this business?” or “Claim this business,” that’s a sign that the profile exists but isn’t under your firm’s control yet.
If no listing appears for your firm, don’t panic. You’ll simply create a new profile in the next step.
Step 2 – Claim or create your profile:
Go to business.google.com and click either “Manage now” (to claim) or “Add your business to Google” (to create).
Enter your firm’s legal name exactly as it appears on your signage and website. Pro Tip: Avoid keyword stuffing (e.g., "ABC CPAs - Best Advisory Firm") as this can lead to suspensions.
Choose the most accurate category (e.g., “Accountant,” “Certified Public Accountant,” “Tax Consultant”).
If Google shows an existing listing that’s yours, select it and follow the prompts to “Request access” or “Claim this business.”
If nothing relevant appears, continue adding your details:
Street address or service area
Phone number
Website URL
Business hours, including seasonal extended hours during busy season
Step 3 – Verify your firm:
Choose the verification method offered by Google. Options may include postcard, by mail, phone, email, video verification, or Search Console depending on your firm and setup. Quick note: In 2026, video verification has become the most common method, especially for new profiles or service-area businesses. It often requires showing your workplace, tools, or business signage in one continuous video.
Complete the steps or enter the code provided by Google to prove you’re authorized to manage the firm’s listing.
Once verified, continue to build out your profile, including items such as:
Professional photos (team, office, logo, events).
A clear, client-friendly description of who you serve and what you do.
A list of key services (e.g., accounting, tax planning, payroll, advisory, audit, CAS, vertical-specific services).
Even add a few social media posts. Most people don’t know that Google Business Profile has a social stream function. It’s one more way to push out valuable content, boost SEO, and delight your viewers.
Google Business Profile is a powerful, no-cost way to stand out in local searches (and beyond), earn trust quickly, and make it effortless for clients and prospects to reach you.
When you claim, optimize, and consistently update your profile – with current information, helpful content, and thoughtful responses to reviews – you transform casual searchers into warm leads and, ultimately, long-term, loyal clients who keep coming back and sending referrals your way.
Kristy Short, EdD, is the owner of TYPE5 Content and has been serving the accounting profession for more than 25 years as a content strategist and creator, coach, thought leader, and author. She's supported hundreds of firms, influencers, and tech vendors in developing highly effective communications programs. She can be reached at kristy@aliigncreative.com.
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Statements of fact and opinion are the author's responsibility alone and do not imply an opinion on the part of the PICPA's officers or members. The information contained herein does not constitute accounting, legal, or professional advice. For actionable advice, you must engage or consult with a qualified professional.