How Google Business Profile impacts personal training enquiries | Lillian Purge

How Google Business Profile impacts personal training enquiries

I have worked with personal trainers, gyms and fitness businesses for many years and I also run my own digital marketing firm, so I see very clearly how enquiries are actually generated in this space. In my opinion the Google Business Profile is one of the most misunderstood and underused assets personal trainers have, especially those working locally or offering face to face sessions.

From experience many trainers focus heavily on social media content, paid ads or their website, while treating their Google Business Profile as a box to tick. That usually leads to inconsistent enquiries and missed opportunities. For a large number of potential clients, the Google Business Profile is not a supporting asset. It is the first impression, the comparison tool and often the deciding factor.

This article explains how Google Business Profile impacts personal training enquiries, how people actually use it when searching, and how trainers can use it properly without sounding salesy or generic. Everything here is written in UK English and grounded in real world behaviour, not theory.

Why Google Business Profile matters more than most trainers realise

In my opinion the biggest mistake personal trainers make is assuming people will always visit their website first. From experience that is rarely the case.

When someone searches for a personal trainer near them, Google often shows the local map results before any traditional website listings. This means the Google Business Profile becomes the first thing people see, not your homepage.

At that point the user is not deeply researching. They are scanning quickly and making judgement calls based on limited information. Your profile either builds enough trust to earn a click or it does not.

This is why Google Business Profile has a direct impact on enquiry volume and enquiry quality.

How people actually interact with Google Business Profile results

From experience most people use Google Business Profile in a very practical way. They are not reading every word. They are checking for reassurance and red flags.

They usually look at:

• Distance from their location

• Overall rating and review volume

• Recent reviews and language used

• Photos that show real environments

• Business description tone

• Whether the business looks active

If any of these feel off, people move on quickly. Google tracks this behaviour and adjusts visibility accordingly.

Why Google Business Profile influences trust before the website does

Trust is not built in one place. It is built in layers.

From experience the Google Business Profile often acts as the first trust filter. People decide whether you are worth further attention before they ever visit your website or social media.

If the profile feels incomplete, outdated or generic, the user assumes the business is not active or not serious. That assumption usually ends the journey.

In my opinion this makes the profile more important than many trainers realise, especially early in the decision process.

Local intent and personal training searches

Personal training searches are heavily local.

From experience phrases like personal trainer near me or fitness coach local are extremely common. These searches trigger map results immediately.

Google Business Profile is the primary way Google decides which trainers appear in these results. Your website alone cannot compete here if your profile is weak.

This means local relevance, accuracy and activity within the profile directly affect visibility.

The role of proximity versus relevance

Proximity matters, but it is not the only factor.

From experience Google balances:

• How close the trainer is to the searcher

• How relevant the profile appears to the query

• How trustworthy the business seems

A trainer slightly further away can still rank higher if their profile is clearer, more complete and more trusted.

This is why a well optimised profile can outperform a closer competitor.

Business categories and why they matter

Categories tell Google what you actually do.

From experience many personal trainers choose vague or incorrect categories. This weakens relevance and reduces visibility.

Your primary category should clearly reflect personal training. Secondary categories can support related services but should be used carefully.

Correct categorisation helps Google match your profile to the right searches.

Writing a business description that builds enquiries

The business description is one of the few places where you control messaging directly.

From experience the strongest descriptions focus on clarity and reassurance rather than hype.

A good description usually explains:

• Who you work with

• How you approach training

• What someone can expect

• What makes you approachable

Overly sales driven language tends to reduce trust. Calm professional language tends to increase enquiries.

Photos as a deciding factor

Photos matter far more than many trainers expect.

From experience people use photos to answer unspoken questions.

They want to know:

• Where training takes place

• What kind of people you work with

• Whether the environment feels welcoming

• Whether you look approachable

Real photos outperform stock images every time. Authenticity builds trust quickly.

Reviews and how they influence enquiries

Reviews are one of the strongest signals within Google Business Profile.

From experience people read reviews looking for emotional reassurance rather than technical detail.

They look for words like:

• Encouraging

• Patient

• Supportive

• Understanding

• Motivating

Reviews that focus only on physical results are less persuasive than those that describe how the trainer made someone feel.

Responding to reviews builds credibility

Review responses are not optional.

From experience trainers who respond calmly and professionally to reviews build more trust than those who ignore them.

Responding shows:

• You are active

• You value feedback

• You are accountable

Google also treats responses as a sign of engagement which can support visibility.

Profile activity and visibility

Google rewards active profiles.

From experience profiles that are updated regularly tend to perform better.

This includes:

• Updating opening hours

• Adding new photos

• Responding to reviews

• Posting updates or offers

An inactive profile often slips down the rankings even if the website is strong.

Using posts without sounding salesy

Google Business Profile posts can support enquiries when used properly.

From experience posts work best when they inform rather than sell.

Effective post topics often include:

• Explaining how sessions work

• Addressing common concerns

• Sharing helpful fitness advice

• Announcing availability calmly

Hard selling through posts usually reduces engagement.

Questions and answers as a trust signal

The Q&A section is often overlooked.

From experience potential clients read this section carefully because it feels more honest.

You can use it to answer common questions such as:

• Who is personal training suitable for

• What happens in a first session

• Whether beginners are welcome

• How sessions are structured

Clear answers reduce anxiety and improve enquiry confidence.

Google Business Profile versus the website

Your profile and website should support each other.

From experience the profile often earns the click and the website confirms the decision.

If there is inconsistency between the two, trust drops.

Consistency in tone, messaging and expectations matters a great deal.

Mobile behaviour and quick decisions

Most Google Business Profile interactions happen on mobile.

From experience people make decisions quickly.

They might:

• Tap to call

• Check directions

• Read two reviews

• Look at three photos

If those touchpoints feel right, they enquire. If not, they move on.

Why aggressive sales language harms enquiries

Aggressive language can backfire badly in this context.

From experience people searching locally are often cautious. Pressure creates resistance.

Language that implies urgency or guarantees can feel uncomfortable.

Calm clarity builds more trust and better quality enquiries.

Google Business Profile and enquiry quality

It is not just about more enquiries.

From experience a well structured profile attracts better enquiries.

People who contact you after engaging with your profile tend to be:

• More informed

• More confident

• More realistic

• More likely to commit

This improves retention and outcomes.

Common mistakes personal trainers make

From experience the most common issues include:

• Incomplete profiles

• Outdated information

• No real photos

• Ignored reviews

• Generic descriptions

None of these require advanced SEO knowledge to fix, but they have a big impact.

Measuring success properly

Success is not just impressions.

From experience look at:

• Calls generated

• Direction requests

• Website clicks

• Review growth

• Enquiry quality

These signals show whether your profile is working.

Long term value of Google Business Profile

In my opinion Google Business Profile is one of the most stable long term assets a personal trainer can build.

Algorithms change, social platforms fluctuate, but local intent remains.

A strong profile continues to generate enquiries quietly and consistently.

Final reflections from experience

I genuinely believe Google Business Profile is one of the most important tools personal trainers have, especially those working locally.

It shapes first impressions, builds trust and influences enquiries more than many trainers realise.

In my opinion the trainers who succeed with Google Business Profile are not the loudest. They are the clearest, the most consistent and the most human.

If your profile feels like a calm, reassuring introduction rather than a sales pitch, you are aligned with how people search and how Google decides who to show.