What is Google Business Profile?
When you search for a local business - a restaurant, a plumber, a dance school - and a box appears on the right side of the results (or at the top on mobile) showing the business name, address, phone number, photos, and reviews, that's the Google Business Profile.
It's the most visible piece of real estate a local business can occupy on the internet. And for most dance schools, it's completely free.
Why it matters so much
Parents searching for dance classes in your area are high-intent searchers. They're not browsing. They've decided they want to find a dance school - they just don't know which one yet.
Your Google Business Profile is often the first thing they see. Before they've even clicked through to your website, they've formed an impression based on your photos, your reviews, and your description.
A complete, well-maintained profile converts significantly more of these searchers into enquiries than a sparse, outdated one.
Setting up your profile properly
If you haven't claimed your Google Business Profile yet, go to google.com/business. It's free and takes about 20 minutes to set up. Google will usually send a postcard with a verification code to your studio address.
Once you're in, here's what to fill in:
Business name: Your studio's full, official name.
Category: Choose "Dance School" as your primary category. You can add secondary categories like "Children's Dance School" or "Ballet School" if relevant.
Address: If you teach at a fixed location, add it. If you teach at multiple venues, you can add them as additional locations.
Phone number: The number you actually answer.
Website: Link to your website homepage.
Opening hours: Keep these accurate, especially around school holidays and summer breaks.
Description: You have 750 characters. Use them. Describe what you offer, who it's for, and what makes you different. Include natural mentions of your location.
Photos: the biggest differentiator
Dance schools with strong photo galleries on their Google Business Profile consistently outperform those without.
Upload:
- Your studio space
- Classes in action (with permission from parents)
- Recital and performance photos
- Your teachers
- Any awards or certificates
Aim for at least 20 photos to start. Continue adding new ones regularly - Google rewards active profiles.
Reviews: your most powerful marketing asset
A dance school with 50 five-star Google reviews is going to attract more enquiries than one with 5, regardless of how good the website is.
The best way to build reviews? Simply ask. After a good term, message your parents: "If you've enjoyed the classes this term, a Google review would mean the world to us - it takes just 2 minutes and helps other families find us."
Most happy parents are delighted to help. They just don't do it unprompted.
Google Posts
Few businesses use this feature, which is why it's a great opportunity for you. Google Posts let you publish short updates - term dates, new class announcements, special offers - directly on your Business Profile.
These posts appear in search results and can drive clicks to your enquiry form or website. Post at least once a month.
Responding to reviews
Respond to every review, positive or negative. For positive reviews, a warm, specific response shows appreciation. For negative reviews (which every business eventually gets), a calm, professional response demonstrates that you take feedback seriously.
Never get defensive or dismissive in a response to a negative review. How you respond is visible to everyone and says as much about your business as the review itself.