Your Google Business Profile (GBP) might be costing you customers due to inaccurate or inconsistent information (like wrong hours or address), ignoring customer reviews, and a lack of recent activity (photos, posts, or updates). These issues can erode customer trust and hurt your search engine rankings, while competitors who keep their profiles current and responsive will be more visible and appealing to potential customers.

But one thing in particular is overlooked, so many times.

So, you’ve set up your Google Business Profile. You’re showing up on Google Maps, and you’re pleased that potential customers can finally find you. Sounds like a win, right? Not necessarily. There’s a lot that can go wrong — and in many cases, it’s costing businesses real opportunities.

The Big Mistake Most Businesses Make

Here’s a real-world example. Not long ago, my boiler packed up, leaving me without hot water for days. Naturally, I did what anyone would do — I searched for local plumbers on Google. I got a list of nearby businesses, all neatly displayed on Maps. Perfect… or so I thought.

The catch? I had laryngitis at the time, so calling wasn’t an option. Instead, I used the “Message” button on a few of these profiles to get in touch. I waited. A day passed. Nothing. So I sent messages to eight more plumbers.

Two months later, I still haven’t heard back from a single one of them. Not one.

Why This Happens

It’s not that these plumbers didn’t want the work. The problem is simple — they’re not checking their Google messages. In some cases, they’ve linked an old or incorrect email address, or they’ve changed their contact details and never updated them in their profile. It’s a common oversight, but one that comes with serious consequences.

From the customer’s perspective, it’s infuriating. You reach out, get silence, and move on to the next business. From the business’s side, it’s worse — they’re losing leads, credibility, and revenue, all because of a bit of digital neglect.

If You’re a Business Owner — Do This

When you set up your Google Business Profile, pause before you enable the “Message” button. Ask yourself honestly: Am I going to monitor this?

If the answer is no — if you don’t have the time, systems, or inclination to keep an eye on your Google messages — then don’t enable that feature. You’re better off not offering a contact method you won’t respond to.

Because when customers reach out and never hear back, they don’t just go elsewhere — they remember your silence.

Sometimes, doing less actually serves your business better.

Footnote: I did get my boiler fixed within a few days when my voice returned. But only by ringing someone.