Most trade businesses either don't post to their Google Business Profile at all, or they post things that nobody cares about. Both approaches leave calls on the table.
GBP posts show up directly in your profile when someone searches for you or your service. A well-chosen post can push a hesitant customer to pick up the phone. A bad post, or silence, does nothing.
Here's what works.
Before and After Photos Pull More Calls Than Any Caption
A photo of a rusted-out water heater next to a new Bradford White unit installed cleanly in the same space tells a story in two seconds. No caption required. Anyone searching for water heater replacement in your area sees proof that you've done the work and done it right.
The photo doesn't need to be professional. Your phone camera is fine. What matters:
- Both images should be from the same job
- The "after" photo should be well-lit and tidy
- Include the city or neighborhood in the caption: "New AC install in South Tampa" ranks better than "New AC install"
- Post these consistently, not just occasionally
One Tampa HVAC company saw a 34% increase in profile views over three months by posting two before/after photos per week. That's a realistic outcome for any trade business doing consistent work.
Seasonal Reminders Get Opened
People don't think about their HVAC system until it stops working. A post that shows up in May saying "Tampa summers are rough on AC units. Here's what to check before July" puts you in front of homeowners before they're in emergency mode, when they're more likely to schedule a non-urgent appointment.
Good seasonal post topics by trade:
- HVAC: Pre-summer tune-up reminders (April), heating system checks (October), filter replacement reminders (monthly)
- Plumbing: Water heater flush reminders, pipe insulation before cold snaps, spring outdoor faucet checks
- Roofing: Post-storm inspection offers (especially relevant in Florida after hurricane season), spring cleaning checks, gutter clearing in fall
- Electrical: Holiday lighting safety, panel inspection reminders before summer heat
Keep the post short. Two to three sentences, a photo if you have one, and a call to action: "Call us to schedule" or "Book online." That's enough.
Review Highlights Build Trust Passively
When a customer leaves you a great review, pull a quote from it and post it to your profile. Something like: "We just got this from a customer in Brandon after a same-day AC repair: 'They were there within two hours and the price was exactly what they quoted.' That's what we aim for every call."
This works because it shows real outcomes from real customers. It's not you saying you're good. It's someone else saying it, posted where potential customers will see it.
What Not to Post
A few things that consistently underperform:
- Company announcements nobody cares about: "We're excited to announce we've updated our service trucks" is not a reason to call you
- Holiday greetings: "Happy Thanksgiving from our family to yours" gets zero engagement and takes up space
- Stock photos: Generic images of tools or smiling technicians in uniforms look like filler and probably are
- Posts that don't have a point: If the post doesn't give a reason to call, schedule, or think about their home, skip it
How Often to Post
Once a week is the target. If that's not realistic right now, twice a month is enough to keep your profile looking active. Consistency matters more than volume.
Set a reminder on your phone for the same day every week. On that day, grab a photo from a job you finished that week and post it with the city name and a one-line description. That's the minimum viable version of this, and it's better than 90% of what trade businesses are doing.
If you're not sure how your GBP profile is performing, the free scorecard will show you exactly where you stand and what's worth your attention first.