Google Business Profile: getting found locally as a caterer

Anyone looking for catering nearby almost always starts at Google, and the first thing that shows up there isn't your website, it's your Google Business Profile. A profile that's complete, up to date and has good reviews often already decides whether someone clicks through to you or to the caterer two streets over.

This article covers how to set up that profile, and what you need to keep actively maintaining afterward.

Why your Google Business Profile earns you more than your website

Search for "caterer near me" or "corporate catering Utrecht", and Google shows a map of businesses first, well before the ordinary search results come into view. If you're not on there complete and convincing, you get skipped. Even if your website otherwise looks great.

For caterers working regionally, that profile is often the first impression. Sometimes it's the only step: people call the number on the map and never even reach your site.

Setting up your profile properly

Start with the basics: the right main and secondary category ("catering business", possibly with "corporate catering" or "food truck" added), a fully filled-in service area, and opening hours or availability that are actually correct.

Add photos of real work: a buffet laid out, an event in progress, your team at work in the kitchen. Stock photos stand out for the wrong reason, and guests see straight through them.

Actually fill in the description field too, with the services you offer and the region you work in. Google uses that text to help decide which searches your profile shows up for.

Finally, add a phone number that someone genuinely answers on a Saturday. A wedding enquiry rarely comes in on a Tuesday morning.

Reviews: how to collect them, and why they count

A profile with ten recent, good reviews almost always beats one with a hundred reviews that are three years old. Ask for them actively, shortly after a successful event while the client's still enthusiastic, rather than waiting for someone to think of it themselves.

The easiest moment is with the invoice: one line with the link to your profile. Ask two weeks later, and the evening's already faded from memory.

Reply to reviews too, both the positive ones and the negative ones. That shows someone's actively paying attention, and it counts for visitors still deciding between you and someone else.

Staying active: posts, questions and up-to-date info

A profile you set up once and then leave alone slowly loses ground to caterers who stay active. Post the occasional update, for example about a seasonal menu or an event you catered.

Keep your details up to date when something changes, for example when you expand your service area into a new region. Also check once a month for questions visitors have asked: you can answer those yourself, and an unanswered one just sits there.

How to actually get visitors who land on your site through your profile to make an enquiry, you can read in from website visitor to enquiry.

Frequently asked questions

Is a Google Business Profile free?

Yes, creating and managing a Google Business Profile is free. You just need to prove you actually run the business, usually with a verification code.

How many reviews do I need to stand out?

There's no fixed number. More important than the total is how recent your reviews are and how you respond to them. A few recent ones often carry more weight than a big pile of old reviews.

Can I list more than one service area on a single profile?

Yes, you can set a service area with several towns or a radius around your location. That's especially handy if you work without a premises of your own and cater on location only.

Should I reply to reviews myself, even the negative ones?

Yes, that's recommended. A short, professional reply to a negative review shows other visitors you take a complaint seriously, even if you can't fully resolve it.

How do I ask a client for a review without being pushy?

Send one message within two days of the event, with the direct link to your profile and a short line about the job itself. One reminder is enough, then let it go. Clients who were happy usually write something within a week.

What if a competitor leaves a fake review?

You can report a review to Google if it breaks the rules, for example if the writer was never actually a client. That often takes weeks and doesn't always work. In the meantime, reply briefly and factually, so other visitors see your side of the story.

Catermonkey picks up the enquiries that come in through your Google Business Profile: you turn them into a quote with your own prices in it, and you see where each one stands. That way a phone call on Saturday doesn't sit on a scrap of paper until Monday.

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