SEO Case Study: How Comprehensive Google Business Profile Optimization Increased Calls by 397%
Google Business Profile optimization, Local SEO
Aesthetics clinic
– Increase the clinic’s local visibility in Google Search and Google Maps
– Generate more calls, website visits, and other target actions from Google Business Profile
– Improve profile relevance for commercial local searches in the aesthetics and aesthetic medicine niche
– Expand the profile structure through categories, services, attributes, and local search terms
– Strengthen the clinic’s presence in Google Business Profile with an up-to-date description, photos, posts, and reviews
– Build trust in the profile and shorten the user journey from local search to a call, website visit, or appointment
– Develop a systematic Local SEO strategy for sustainable growth in local search results
Aesthetics, aesthetic medicine, and wellness
2025 - present day
Liverpool, United Kingdom
Challenges of the project
RegisTeam carried out a comprehensive optimization of the Google Business Profile for an aesthetics clinic in Liverpool. We reviewed and improved the profile structure, categories, description, services, business information, photo content, reviews, and local relevance.
Google Business Profile before we started working on the project:
The goal was not simply to make the profile more complete. We needed to make it clearer for Google while also shortening the user journey from local search to a call, website visit, directions request, or appointment.
The comprehensive Google Business Profile optimization resulted in +397% more calls, +184% more profile interactions, and +126% more website visits. The profile became a significantly more effective local acquisition channel for the aesthetics clinic in Liverpool.
Project analytics prior to collaboration
At the start of the project, the Google Business Profile had already been created and was being used as one of the contact points for potential clients.
However, the profile needed to be reviewed as a complete Local SEO system: how accurately it described the business, whether it reflected the actual service structure, whether it provided enough local signals, and whether users could find all the key information they needed before visiting the website.
Google Business Profile performance for the 30 days before optimization:
Conclusion:
Before optimization, the profile had 2,214 views, with around 62% coming from Google Search and 38% from Google Maps. Desktop users accounted for the larger share of traffic: 1,330 views compared with 884 from mobile devices.
During the same period, the profile generated 286 direction requests, 124 website visits, and only 68 calls. Calls were the weakest point: despite already having solid local visibility, the profile was not converting views into direct inquiries effectively enough.
Team actions
Our actions:
| Area | What we analyzed | What we changed |
|---|---|---|
| Categories | How well the primary and additional categories matched the clinic’s actual specialization | Adjusted the category structure to reflect the clinic’s real service areas |
| Profile description | Whether the description clearly explained what the clinic does and where it operates | Reworked the description around the clinic’s specialization, services, and local connection to Liverpool |
| Services | How fully the clinic’s service areas were represented | Expanded and structured the list of actual services |
| Business information | Opening hours, contact details, attributes, and information accuracy | Updated the information and brought it into a consistent structure |
| Local relevance | How strongly the profile was connected to Liverpool and local search intent | Strengthened the profile’s geographic context |
| Photos | How well the profile reflected the real clinic | Expanded and updated the photo content |
| Reviews | Review frequency, content, and response quality | Introduced a systematic process for new reviews and personalized responses |
| Content | Whether the profile was regularly updated after the initial setup | Created a structure for regular thematic posts |
| Data consistency | Whether the business name, address, phone number, and website matched across different sources | Reviewed and strengthened NAP consistency |
1. Optimized the profile name
At the start, the profile name did not fully reflect the clinic’s specialization or its local connection to Liverpool. We revised it to make the business easier for users to understand and more relevant to the main target search query.
Before:
CLINIC
After:
CLINIC – Cosmetology Clinic Liverpool
Primary target query:
cosmetology clinic Liverpool
We did not add extra keyword phrases to the name, so the profile would remain natural and not look over-optimized.
2. Refined the Google Business Profile categories
After optimizing the profile name, we reviewed the primary and additional categories. They needed to reflect the clinic’s actual specialization as accurately as possible and help Google classify the business correctly in local search results.
Primary category:
Skin care clinic
Additional categories:
- Medical spa
- Laser hair removal service
- Wellness center
We selected categories based on the clinic’s actual services and relevant local searches in Liverpool, rather than simply adding as many categories as possible.
3. Optimized the Google Business Profile description
We rewrote the profile description so that it immediately explains the clinic’s specialization, key service areas, and location.
We naturally incorporated the main local search queries:
- cosmetology clinic Liverpool
- skin clinic Liverpool
- aesthetics clinic Liverpool
- aesthetics and wellness clinic Liverpool
- skin treatments Liverpool
- laser treatments Liverpool
- medical aesthetics Liverpool
The keywords were not used as a separate SEO list. Instead, they were integrated naturally into the description of the clinic’s services and specialization.
Prepared description
“CLINIC is an aesthetics and wellness clinic in Liverpool providing professional skin, aesthetic and wellness treatments tailored to individual client needs. The clinic offers advanced skin treatments, laser treatments and medical aesthetics in a professional and welcoming environment. As a cosmetology clinic in Liverpool, CLINIC focuses on personalised care, modern treatment approaches and helping clients choose suitable solutions for their skin and aesthetic goals. Conveniently located in Liverpool, the clinic welcomes clients looking for professional skin care, aesthetic treatments and ongoing wellness support.”
Optimized Google Business Profile:
4. Expanded services and products in Google Business Profile
We used the Services and Products sections to broaden the profile’s semantic coverage and present the clinic’s main service areas more clearly in local search.
Recommended listings:
- Skin treatments
- Laser treatments
- HIFU treatments
- Medical aesthetics
- Laser hair removal
- Acne treatments
- Rosacea treatments
- Skin rejuvenation
- Aesthetic consultation
- Wellness treatments
For each service, we used a separate title and a short description naturally connected to relevant local search queries, such as skin clinic Liverpool, laser treatments Liverpool, aesthetics clinic Liverpool, and cosmetology clinic Liverpool.
We added only the treatments the clinic actually provides. Service names should be checked against the current list on the website and in the booking system so that the information in Google Business Profile remains accurate and consistent.
Example of optimized services and products:
5. Added relevant attributes
We reviewed the profile and added only the attributes that accurately reflect how the clinic operates.
Relevant attributes for an aesthetics clinic included:
- Appointment required
- Online appointments
- On-site services
- Wheelchair accessible entrance
- Wheelchair accessible toilet
- Gender-neutral toilet
- Toilet
- Wi-Fi
- Credit cards
- Debit cards
- Contactless payments
- LGBTQ+ friendly
- Transgender safe space
- Private treatment rooms, if available
- Parking, if available
- Free parking, if available
We did not add attributes just for the sake of completeness. Each one should reflect something that is actually available at the clinic so that the information in Google Business Profile remains accurate.
6. Expanded the photo content
We updated the profile’s photo content so that potential clients could get a clear impression of the clinic, treatment environment, and professionalism of the team before booking.
The main photo categories included:
- clinic exterior and entrance;
- reception area;
- interior;
- treatment rooms;
- equipment;
- laser treatment areas;
- skin treatment areas;
- team and specialists;
- treatment process, without compromising client privacy;
- before-and-after results, where client consent is available and the content complies with platform policies;
- certificates and professional equipment;
- waiting area;
- overall clinic atmosphere.
We paid particular attention to up-to-date photos of the exterior and entrance. For a local business, this helps users recognize the clinic quickly after getting directions in Google Maps.
Example:
7. Systematized review management
For a clinic, the rating alone is not enough.
Users also look at when a review was posted, which service the client mentions, and whether the business responds.
As part of the optimization, we therefore introduced a more systematic approach to collecting reviews and providing personalized responses.
RegisTeam does not recommend asking clients to artificially include SEO keywords in their reviews. Instead, reviews should naturally describe the client’s real experience and the service they received.
Example:
8. Started updating the profile systematically
After the initial optimization, a Google Business Profile should not remain static.
That is why we also planned regular thematic posts.
Each post focuses on one service area or relevant topic. This helps keep the profile up to date while gradually highlighting different areas of the clinic’s expertise.
As part of RegisTeam’s standard GBP methodology, Google Posts are published regularly across separate thematic clusters.
Examples of published posts:
Google Business Profile before and after optimization
After comprehensive work on the profile name, categories, description, services, local relevance, photo content, reviews, and posts, the Google Business Profile became a much more accurate and complete representation of the clinic’s actual specialization.
The profile started working not just as a business listing with contact details, but as a full-fledged local customer acquisition channel. Users could find more information directly in Google, identify the service they needed faster, and move more easily toward a target action.
The comprehensive Google Business Profile optimization resulted in +397% more calls, +184% more profile interactions, and +126% more website visits.
The strongest growth was in calls, confirming the profile’s increased role as a conversion channel. At the same time, the growth in interactions and website visits showed that after optimization, the profile became more effective at turning local visibility into concrete actions from potential clients.
Google Business Profile performance after optimization:
Conclusion:
Over six months of active work following the comprehensive Google Business Profile optimization, profile views increased from 2,214 to 6,288 (+184%), website visits grew from 124 to 280 (+126%), and calls rose from 68 to 338 (+397%). The profile became significantly more effective at turning local visibility into direct customer inquiries.
For an aesthetics clinic, Google Business Profile is more than just a listing with an address.
It can simultaneously improve local visibility, give users the information they need about services, build trust, and turn local search demand into concrete actions.
For the aesthetics clinic in Liverpool, the RegisTeam team systematically improved the profile structure, local relevance, service presentation, content, and reputation management.
Why doesn’t Google Business Profile optimization deliver the same results for every business?
Results depend on factors such as competition, location, the current state of the profile, the quantity and quality of reviews, category relevance, and the business’s overall local presence. This means the same optimization approach can produce different outcomes even for companies in similar industries.
Can you attract customers from Google Maps without actively investing in website SEO?
Yes, a Google Maps profile can generate calls, website visits, and direction requests on its own. However, an optimized website strengthens local relevance and gives users more information before they contact the business.
Why can a business lose visibility in Google’s local search results?
Local visibility is influenced by query relevance, competition, geographic proximity to the user, consistency of business information, and the overall strength of local signals.
How should you choose the right Google Business Profile categories for local SEO?
The primary category should reflect the business’s main service or core activity, while additional categories should only be used when they accurately match the services offered. Categories that are too broad or irrelevant can weaken topical relevance rather than strengthen local visibility.
How can you track the performance of a Google Business Profile and the number of leads it generates?
Basic performance can be assessed through calls, website visits, direction requests, and other interactions. For more accurate analysis, website visits should be tracked using UTM parameters and GA4.
Does a company’s website affect the rankings of its local profile in Google Maps?
A website provides additional information about the business, its services, and the areas it serves. Consistent business information and relevant local landing pages can strengthen the company’s overall presence in local search.
