Most South African business owners know about Google Business Profile, but few realize they’re sitting on a goldmine of untapped potential. While you might be diligently updating your hours and adding photos, there’s one feature that could transform how customers interact with your business—and it’s hiding in plain sight.
The Hidden Power of Q&A
The Google Business Profile Q&A section is where customers ask questions about your business, and where you can proactively shape their experience before they even walk through your door. Yet most businesses treat it like an afterthought, missing opportunities to build trust, reduce customer service workload, and boost their local search visibility.
Think about it: when someone searches for your business, they’re often looking for specific information. Can they pay by card? Do you offer delivery? Are you open on weekends? Instead of forcing them to call or scroll through reviews hoping to find answers, the Q&A section puts this information front and center.
Why This Matters More Than You Think
Research shows that 79% of consumers use Google to find local business information, and many turn to the Q&A section for quick answers. When customers see you actively engaging with questions, it signals that you care about their experience. More importantly, it reduces the burden on your team by addressing common queries upfront.
Beyond customer service benefits, Google favors active profiles. Keeping your Q&A section updated and engaging can help your business rank higher in local search results—crucial for attracting nearby customers who are ready to buy.
The Game-Changing Secret: Add Your Own Questions
Here’s what most business owners don’t realize: you can add your own questions and answers. This isn’t just about waiting for customers to ask—it’s about anticipating their needs and controlling the narrative around your business.
Imagine you run a restaurant in Johannesburg. Instead of waiting for someone to ask about parking, you can proactively add: “Is parking available?” and answer with details about your convenient street parking and nearby paid lots. You’re not just answering a question—you’re removing a potential barrier to visit.
Finding the Right Questions to Answer
The best Q&A content comes from real customer interactions. Mine your existing touchpoints: what questions do your staff hear repeatedly? What concerns appear in your reviews? What do customers ask on social media?
Look at your competitors’ Q&A sections too. If customers are asking about wheelchair accessibility or WiFi availability for similar businesses, they’re likely wondering the same about yours.
Crafting Compelling Answers
Your answers should be clear, helpful, and reflect your brand personality. A casual café can be friendly and conversational, while a law firm should maintain professionalism. Always include relevant details—don’t just say “yes, we deliver,” but specify your delivery area and any associated costs.
When appropriate, use your answers to highlight what makes your business special. A question about payment methods becomes an opportunity to mention your contactless options. A query about services can showcase your expertise or unique offerings.
Managing the Unexpected
Not every question will be helpful. Some might be spam, irrelevant, or even from competitors trying to cause trouble. Google allows you to flag inappropriate content for review, typically removing violations within a few days.
For legitimate but challenging questions, respond professionally. If someone asks about a negative review or past issue, acknowledge their concern and explain how you’ve addressed it. This shows potential customers that you handle problems constructively.
Making It Manageable
Managing Q&A doesn’t have to be overwhelming. Start by adding one question and answer each week. Focus on your most common customer inquiries first, then expand from there. Assign a team member to monitor the section regularly—checking once or twice weekly is usually sufficient for most small businesses.
Create templates for common responses to save time, but personalize them when needed. Set up Google Alerts to notify you when your business is mentioned, including in Q&A sections.
The Ripple Effect
Businesses that actively manage their Q&A sections often see improvements beyond just the feature itself. Customer reviews become more positive because visitors feel better informed. Phone calls decrease as common questions are answered online. Most importantly, customers develop trust before they even visit, leading to better interactions and stronger relationships.
Your Next Step
The Google Business Profile Q&A section represents one of the easiest ways to improve your local online presence. It requires no technical skills, costs nothing to implement, and can be managed in minutes per week.
Start small but start today. Add one question and answer that addresses something customers frequently ask. Then build from there, letting real customer interactions guide your content. This simple step could be the difference between a customer choosing your business or scrolling past to a competitor who seems more responsive and helpful.
Your customers are already looking for answers. Make sure they find them from you.