The most beautiful website does little if no one can find it. Especially for businesses in East Belgium and North Luxembourg, the rule is: Your customers are not searching for your company name, but for what they need. "Carpenter St. Vith", "Hairdresser nearby", "Heating installer Eupen".

The good news: Much of what helps in local search can be done by you, for free and without expertise.

Step 1: The Google Business Profile

This is the most important point and is often neglected. When someone searches locally, Google often shows a map with businesses nearby, even before the actual search results. You only appear there with a business profile.

The profile is free. Make sure it is complete:

• correct address, phone number, and opening hours
• appropriate category (e.g., "Electrician", not just "Business")
• link to your website
• real photos of your business, your team, and your work
• current special opening hours, such as on holidays

Check your profile at least once a year. Outdated opening hours annoy customers more than a missing profile.

Step 2: Same data everywhere

Name, address, and phone number should be identical everywhere: on the website, in the Google profile, on Facebook, and in business directories. Contradictory information confuses customers and makes it difficult for search engines to clearly associate you.

Step 3: Reviews

Reviews influence whether someone calls you or the next business. Satisfied customers rarely leave reviews on their own; they need to be asked. A short sentence after a completed job is enough, along with a direct link to your profile.

Respond to reviews, even critical ones. A factual, friendly response to a bad review often has a more positive effect than ten unanswered good ones.

Important: Do not buy reviews and do not write them yourself. This is unprofessional, violates Google's rules, and is prohibited as misleading advertising in the EU.

Step 4: Your website must say where and what

Search engines can only find what is on your page. Surprisingly many websites do not clearly state what the business offers or where it operates.

• Write your services in clear words, just as your customers would search for them.
• Specify your service area: towns, municipalities, regions.
• Ideally, give each important service its own page or section.
• If you also have French-speaking customers: An offer in French will also be found in French search queries.

Step 5: The technology must be right

Your website should technically meet certain points. You can check most of them yourself:

• Mobile: Open your website on your smartphone. Is everything readable without zooming? Most local searches happen on the go.
• Loading time: If the page loads noticeably slowly, visitors will leave.
• Security: The address bar should show "https" or a lock symbol.
• Contact: Is the phone number directly tappable on mobile?

If something is wrong here, it’s worth having a conversation with your website administrator.

What you shouldn't believe

No one can guarantee you a spot on the first page of Google. Anyone who promises that is promising something they cannot control. Good visibility comes from many small things that fit together, and it takes some time.

Checklist

• Is the Google business profile available and complete?
• Are the opening hours current?
• Is the name, address, and phone number consistent everywhere?
• Have you asked recent customers for a review?
• Are services and service areas clearly stated on the website?
• Has the website been tested on mobile?

Conclusion

Being found locally is not rocket science. A well-maintained Google profile, consistent information, genuine reviews, and a website that clearly states what you offer where: With that, you are already ahead of many competitors in the region.

Read more:

• What makes a good website today – completely without jargon
• How much does a website cost? What the price really depends on
• Contribution to AI labeling obligation (EU AI Act)

Do you want to know how well your website is positioned in local search? Write to me via "Request Project". I will take a look at it and honestly tell you where the issues are.