Table of Contents
Last week we started the 7 Steps to Level Up your Fitness Business series, by covering – How to Build a Fitness Brand. Today we are taking the next step by setting up a Google Business Profile (GBP) that is going to help you reach potential local clients. This can also work for online-only business so don’t worry about it.
In the fitness industry, visibility is key. This is especially true if you offer in-person sessions.
Potential clients are constantly searching online for local fitness services, personal trainers, or gyms—and your Google Business Profile (GBP) can be the deciding factor in whether they find and choose you or your competition.
Today we are going over how to create, optimize, and get your Google profile to the number 1 spot attract more clients. By the way, completely free.
Why Google Business Profile Matter
Think about how people search for services today. When someone types in “personal trainer near me” or “gyms in [city],” Google pulls up a list of businesses ranked by relevance, proximity, and ratings. A fully optimized GBP ensures your business appears in these results and provides potential clients with all the information they need to take the next step.
Did You Know?
46% of all Google searches are local. [1]
Businesses with complete profiles are twice as likely to earn trust and attract clicks.
By optimizing your profile, you’re not just making your business visible—you’re building a trusted digital presence.
Step 1: Creating or Claiming & Verifying Your Profile
Before you can optimize your Google Business Profile, you need to create it or in case Google has done this for you, claim it.
Follow these steps to get started:
- Visit the Google Business Page: Navigate to business.google.com and sign in with your Google account.
- Search for Your Business: If your business is already listed, claim it. If not, click “Add Your Business” and fill in your details.
- Verify Your Business: Google will send a verification code, usually via mail, to your listed address. Once you receive the code, enter it in your account to verify ownership.
Pro Tip: If you run an online-only business, you can still create a GBP and set your “service area” instead of a physical location.
Step 2: Completing Your Profile
A partially completed profile won’t cut it. Clients want clear and accurate information about your business.
Category is Super Important
You want to make sure to pick the right main category for your Google Business Profile. It can be very straightforward, but it can also get a little confusing.
For example, if you are a personal trainer there is an option for you. However, if you are a yoga instructor, you are going to put yoga studio instead, as your main category. Then as a secondary category, you can add personal trainer.
If you are not sure what is the best way to go, look at your competition. Go to Google and search ie. personal trainer Chicago. Look at the top 3-5 competitor listings and you will find the category you want to use.
Key Information to Include:
- Business Name: Use the exact name of your business as it appears on other platforms.
- Address and Service Area: Ensure your address is accurate and up-to-date. If you provide in-home or virtual training, specify your service area.
- Phone Number: Include a number where clients can easily reach you.
- Hours of Operation: Set accurate hours, including holiday schedules.
- Website: Link directly to your homepage or a specific landing page that converts leads.
Adding Your Services
The services you list on your profile serve as a digital showcase that will help potential customers quickly understand if you offer what they are looking for.
These will also impact your local search ranking.
Step 3: Adding Photos and Videos
Visuals play a huge role in capturing attention and building trust. According to Google, businesses with photos receive 42% more requests for directions and 35% more clicks to their websites.
What to Upload:
- High-Quality Photos: Showcase your gym, training space, or yourself in action. Include shots of clean, well-lit equipment and engaging group sessions.
- Videos: Short clips of workouts, client testimonials, or behind-the-scenes content make your profile dynamic and inviting.
- Logo and Cover Photo: Ensure your brand is visually represented by uploading a logo and a cover photo that aligns with your identity.
Quick Tip: Add new photos & videos once a month to keep your profile fresh and relevant. Ask your clients to upload photos as well.
Step 4: Gathering and Managing Reviews
Positive reviews not only improve your rankings but also influence potential clients’ decisions.
Here’s how to make the most of them:
- Ask for Reviews: After a successful session or program, ask clients to leave a review. Make it easy by providing them with a direct link.
- Respond to Reviews: Thank clients for positive feedback, and address any negative reviews professionally and constructively.
- Showcase Your Reviews: Highlight glowing testimonials on your website and social media.
Example Review Request Message:
“Hi [Client’s Name], if you enjoy our session, I’d appreciate it if you could leave a review on my Google Business Profile. Here’s the link: [Insert Link]. Thank you for your support!”
Quick Tip: It’s a good practice to have your client mention the services you provide and add a photo to the review. Ie. “I love working out with Mark, his strength training program has helped me…” attached with a picture from the gym.
Step 5: Adding Posts and Updates
Your Google Business Profile isn’t static—it’s a dynamic tool you can use to share updates, offers, and events.
How to Use Google Posts:
- Announce Promotions: Share discounts, limited-time offers, or referral programs.
- Showcase New Services: Introduce new classes, packages, or online programs.
- Engage Your Audience: Post tips, motivational quotes, or success stories.
- Cross Link: Share links to your blogs, YouTube videos, etc.
Post Examples:
- “Join our New Year Challenge: 10% off for early sign-ups!”
- “Client Spotlight: See how Sarah achieved her fitness goals with my 12-week program!”
- “This weekend only: Free yoga class on Saturday at 10 AM.”
Best Practices for Google Posts:
- Be Visual: Posts with eye-catching images or videos get more attention.
- Keep It Short: Stay concise and include a clear call-to-action (CTA) such as “Sign up now” or “Learn more.”
- Use Timely Content: Promote time-sensitive offers like seasonal discounts or upcoming events.
Pro Tip: Adding an update once a month will increase your credibility when the potential client discovers your Google profile.
Checklist for Regular Maintenance:
- Add Updates & Photos Monthly: Add new offers, updates and images to reflect current services and events.
- Respond to Reviews Weekly: Thank clients for positive feedback [and address concerns professionally].
- Review Analytics Quarterly: Use insights to refine your strategies.
Getting Your Profile to The Top Page of Google
The position or – the ranking of your profile, is like a popularity contest where Google rewards businesses that consistently provide accurate information, get positive customer reviews, and have an engaged, complete profile that helps local customers find exactly what they’re looking for.
The ranking also heavily depends on citations, which are online mentions of your business across various websites and directories—the more consistent, accurate, and numerous these citations are, the more credibility and authority Google assigns to your business, ultimately boosting you to the top of the search page.
A single citation would be your listing or profile on any of these platforms: Yelp, Yellow Pages, Facebook Business Page, Bing Places, Apple Maps, Better Business Bureau, LinkedIn Company Page, local Chamber of Commerce and many, many other directories.
The more listings and profiles you have, the better your chances of ranking high on Google will be.
Just before we continue, to rank high on Google you need: complete profile, reviews, updates and citations. Since we covered the first three above, let’s focus on citations.
Getting Citations for your Google Business Profile
So again, Google Business Citations are online mentions of your business’s Name, Address, and Phone Number (NAP) across various websites and directories.
It is crucial that all of the information matches with your Google profile. For example if your GBP name is: “Mark Spencer Personal Trainer”, you want to make sure that your Yelp, Facebook, Instagram, YellowPages, etc. profile has the same name. Also, the number and the address of your business are an exact match to what is on your Google profile.
Citation Types
There are a few different types of citations: major, industry & local. As the name suggests major citations are a must-have, industry citations boost your credibility and local ones boost your local presence.
Prepare your N-A-P
To start working on citations, you’ll first want to prepare the information you will need. In most cases these will be enough:
Business Name:
Phone Number:
Address:
Email:
Website:
Description:
Social Links:
After all of your info is in one place, you can start working on Major Citations.
Start with These Major Citations
I wish that I could provide you with the list of all citations you need, but it just isn’t possible. Because as we mentioned above they differentiate based on your location and industry niche.
Your best bet at this point is to go to Google and look for “citation websites your-industry for your-country” and just go from there.
Good luck on your citation hunting!
If you are a fitness/nutrition professional from the US, send us an email and we are going to provide you with a list of industry-specific citation sites.
This is the end of part two. Come back next week for part 3 or sign up for our newsletter.
Read Next
Social Media Marketing on a Budget: Tips for Small Businesses – click here.
External Links
[1] The Top 54 Local SEO Statistics, Updated 2024 – SOCI – click here.About the Author
Since early age (circa 2005.) Alex has been a student of informational technologies.
Having honed skills in VB & C++, he went on to learn web technologies all while keeping design, graphics, video, and animation as his hobby.
Alex helped countless businesses establish their brand & digital presence, in the form of websites, apps, marketing campaigns, and more.
In 2020 he sold his well-established digital agency to pursue an art career, but decided to come back to the world of digital in 2023.
ALEX DAWSON – Evolve with Digital