That moment when someone tells you they “looked you up”, they probably didn’t mean your website. They meant Yelp.
It’s where people go before they call, before they click, and definitely before they buy.
Your Yelp business profile is the handshake before the handshake.
And while most brands obsess over SEO and social ads, they often forget that local customers trust Yelp to make snap decisions: decisions that either send business your way or straight to a competitor with better photos and up-to-date hours.
The problem? Too many pages feel like digital ghosts. Incomplete. Outdated. Vague. Or just… forgotten. Yelp Marketing Agency will break down the real-world checklist every business owner, marketer, or founder should use to actually make the process work.
Let’s fix your Yelp profile, because first impressions still matter. Especially online.
1. So, You Haven’t Claimed Your Yelp Page Yet? Let’s Fix That
Before customers can trust your business, Yelp needs to know it’s really yours.
Your Yelp business profile is like your storefront in the digital world. If someone else were to hang their sign above your real door, you’d fix it immediately.
The same logic applies online, you have to claim your space.
Start by heading over to https://biz.yelp.com. Search for your business. If it’s already listed, claim it. If it’s not, don’t worry, add it in just a few clicks.
Source: Yelp
Once you’ve claimed it, Yelp will ask you to verify your identity. Usually, this happens through a phone call or an email. It’s simple, but this tiny step holds power.
Without verification, you won’t have access to messages, metrics, or reviews. You’re essentially invisible in your own story.
Tip for SAAS founders or B2B consultants: Claiming a Yelp listing, even if walk-ins aren’t your thing, helps with Yelp local SEO. You want to show up when someone searches for your niche, especially in metro areas.
Last but not least, turn on your notifications, email, push, whatever suits you. Don’t wait to find out two weeks later that a lead asked for a quote, or that someone left a glowing review and you missed the chance to say thanks.
You can’t manage what you don’t know exists. And in Yelp marketing, staying connected is half the job.
2. Does Your Info Actually Make Sense? Or Just Sound Nice?
People don’t dig for the truth on Yelp; they glance. And if the info isn’t crystal clear, they bounce.
That’s why your Yelp business listing needs to be flawless, not just grammatically, but logically.
Think about your info like you’re answering a stranger’s question. Better yet, imagine someone standing outside your door asking: “Is this the right place?”
Start with your business name. It should match your actual signage, invoice headers, and website.
This isn’t the place to sneak in extra keywords like “Joe’s Plumbing | Water Heaters & Emergency Service Near You.”
Yelp doesn’t like it. It looks spammy. And you might actually get penalized under Yelp review guidelines.
Next up: your address or service area.
- If you run a physical location (e.g., an e-commerce boutique with in-store pickup), enter your full address.
- If you travel to clients (home cleaning, roofing, etc.), define a clear service area.
Yelp allows you to set up to six target areas. Use this wisely. Think about where your best customers live—not just where you happen to drive through.
Example from Fintech: If your financial advisory office is based in San Diego but you serve clients remotely across California, set San Diego as your base and list the major counties you serve. It boosts Yelp local SEO without giving off a “we serve everyone” vibe.
Now, your categories. Yelp allows a primary category and several secondary ones. Pick them like you would hashtags: relevant, specific, and real. “Marketing” is broad. “Growth Marketing” or “B2B Marketing Agency” is better.
Your website and phone number are the next vital pieces. Test both. Call the number and make sure it doesn’t ring five times before voicemail.
Click the website link—does it load quickly and look mobile-friendly?
Finally, set your hours and don’t skip holiday hours. You’d be surprised how many service companies lose leads because they forgot to mention they’re closed on July 4th.
And if someone drives across town and sees a “Sorry, we’re closed” sign, they’re not coming back. They’re going to your competitor who did update their profile.
For e-commerce founders: Even if you don’t have physical hours, list customer support availability. “Live Chat Available M–F, 10am–6pm” goes a long way in building trust.
3. If You Don’t Tell People What You Do, Yelp Can’t Either
You are walking into a hardware store, and no one tells you they sell paint. That’s what a poorly filled Yelp business profile feels like.
One of the most underused tools on Yelp is the specific service fields. These go beyond categories. For example:
- If you’re a home cleaning service, list “move-out cleaning,” “deep cleans,” “eco-friendly cleaning.”
- For a SaaS platform offering billing solutions, go with “subscription management,” “invoice automation,” or “API-based billing.”
Don’t be generic. Be obvious. This isn’t about “fancy copywriting”, this is about search relevance. Yelp’s internal search algorithm is powered by service listings, reviews, and photo captions.
More detail = better matches.
Now, look at the “From the Business” section. That’s your stage.
Source: Yelp Internal Data
Fintech founder tip: Use your “Specialties” section to communicate credibility. Mention your regulatory expertise, your experience working with small credit unions, or how your platform helps reduce fraud risk. Keep it short but clear.
Lastly, the business description is your chance to connect emotionally. It’s not about the length—it’s about clarity. Keep it to two paragraphs max. Avoid fluff. Think of it like an elevator pitch for someone who’s halfway out the door.
The quick format:
We help [your audience] solve [specific problems] with [your product/service]. Founded in [year], we’ve worked with [examples or industries] to make [key result].
Looking at Yelp vs. Google: This section is your advantage. On Google Business, you’re more limited. Yelp gives you a bigger space to explain who you are. Use it.
4. Your Photos Speak Before You Do
If someone glances at your Yelp business profile and scrolls straight to your photos, that’s not a problem. It’s normal.
Visuals are often the first filter people use to judge your brand’s vibe.
Source: Yelp Internal Data
A fuzzy storefront photo or a dish taken in bad lighting can cost you the customer before they ever read a word.
Start with the basics:
Your storefront or workspace (clean, clear, and well-lit)
Inside views that reflect atmosphere
Team members in action (yes, faces matter)
Product shots or in-progress service work
Before/after results if relevant
Example: A roofing company can post “before the repair” and “after the restoration” images to give customers peace of mind. A Fintech SaaS could include screenshots of a dashboard to demystify its platform.
But here’s where most businesses miss out: captions.
A photo of your team smiling? Nice. A photo of your team smiling with a caption like “Our tech support team on launch day, we stayed past midnight to support our SaaS clients”? That’s trust-building content.
And it boosts discoverability. Yelp uses image captions to improve search filters, which ties directly into Yelp local SEO.
Want something measurable? Businesses with high-quality images get 12% more profile views on average. Yelp even confirms that photos with descriptive captions help listings show up in more filtered searches.
Rotate photos quarterly and archive outdated ones. An e-commerce brand promoting Halloween-themed candles in July will confuse users. Keep your visual story aligned with your real one.
5. Details People Actually Search For
The part no one talks about: people filter Yelp by traits.
Whether it’s “free Wi-Fi,” “wheelchair accessible,” or “pet-friendly,” these options appear as search toggles in Yelp’s app.
If you leave them blank, you don’t show up.
You might think these don’t matter. They do. They help match values. If someone prefers to support woman-owned businesses and you haven’t marked yours as such, you’re simply not in the results.
Tips for Contractors and home service: if you hold a license, Yelp allows you to display a Verified License badge. This increases confidence, especially for users comparing multiple providers. Yelp adds extra visibility to verified profiles. It also acts as a shortcut for compliance-based businesses like HVAC, plumbing, and security installation.
And let’s not forget your logo. This isn’t branding fluff—it makes your listing recognizable in Yelp Ads and organic results. Consistency across your online presence builds familiarity. And familiarity builds trust.
Lastly, explore the call-to-action (CTA) customization if your category allows it.
Instead of “Visit Website,” you could say “Start Free Trial” (for SaaS), “Get Instant Quote” (for Home Services), or “Book Your Piercing” (for E-commerce/retail).
6. This Is the Part Where You Actually Sound Like a Human
This is where you go from “another listing” to someone worth knowing.
Yelp gives you three fields under the “From the Business” section, don’t leave them blank.
They’re not there to impress Yelp—they’re there to connect with people.
- Specialties: What’s the core of your offer? This isn’t a keyword dump. It’s the stuff that clicks with real people:
“We specialize in hand-poured soy candles that are safe for pets and kids.”
“We offer free same-day consultations for small business payroll systems.”
- History: Let people know how you got here. Don’t write a novel. Just be specific and human.
“We started this e-commerce brand in a one-bedroom apartment after losing our jobs in 2020. We now ship to 42 states.”
“Our founder worked in banking for 15 years before launching a Fintech app that puts budgeting back in your hands.”
- Meet the Owner: A photo and 2–3 lines about the owner create a strong human connection, especially for local service providers and retail.
If you run a salon, pet grooming shop, or run your HVAC service, show people who’s behind the name. People want to feel they’re working with someone real.
This section is also important for Yelp Ads. Ads that pull personalized info tend to outperform generic ones. Real voices convert better.
7. Talk Back or Lose the Sale
Yelp for brands isn’t just about looking good-it’s about responding fast. That’s where messaging comes in.
If you’re a service-based business (think HVAC, legal, tutoring, catering, or even SaaS demos), enable the Request a Quote button.
This feature lets users send you a message with their needs. You reply. They decide.
Home service companies can close entire deals inside Yelp by simply answering quickly and clearly.
Fintech companies offering advisory services can set demo appointments right from this channel.
Make sure to also turn on message templates. These save you time and help keep your responses consistent.
Want the numbers? Yelp’s data shows that businesses that reply within 24 hours receive 2x more leads than those that don’t respond or delay replies beyond 48 hours.
Never leave a message hanging. It feels like being ignored in person—and no one likes that.
8. Reviews Aren’t Optional—But How You Handle Them Is
You don’t get to choose what people say, but you do control the tone of the conversation. And yes, that’s a win.
First, make it a policy to respond to every review. The 5-star ones? Thank them. The neutral ones? Acknowledge the feedback.
The angry ones? Take a deep breath and stay professional.
According to Yelp review guidelines, your replies are public. You’re not just talking to the reviewer, you’re talking to every future customer who reads that thread.
🗣️ Example:
“Thank you for sharing this—we’re sorry to hear about the delay. We’ve adjusted our shipping partners recently and your note helps us catch where things went wrong. We’ll DM you a refund tracking update.”
Keep it short, clear, and calm.
Source: Yelp Internal Data
If a conversation gets detailed or emotional, follow up privately after you’ve posted a public response. That shows empathy without creating public drama.
Don’t forget to track review trends. Are people frequently praising your response time? Your pricing? Your return policy? This info is gold.
You’ll find these trends in Yelp metrics and Yelp analytics, a quiet but powerful section in your business dashboard.
9. If You’re Not Looking at Your Numbers, You’re Guessing
You wouldn’t run payroll blind. You wouldn’t skip checking website traffic for your ad campaigns.
So don’t let your Yelp business profile sit in the dark either.
Yelp analytics show you the real behavior of people landing on your page.
Start by opening your dashboard and reviewing key Yelp metrics:
- Page views: Are people even finding you?
- Calls: Are they reaching out, or bouncing?
- Clicks for directions: Are locals trying to visit your storefront?
- Website visits: Is Yelp feeding your sales funnel?
If you spot a dip or a spike, look closer. Maybe you changed your photos or updated categories.
Or maybe a recent 1-star review pushed you down in rankings. The trends always tell a story.
SaaS Example: A local B2B software company listed on Yelp noticed spikes in profile views when including dashboard screenshots. Once they swapped out plain logos for product previews, page clicks doubled over a 3-week period.
Use your analytics to test real changes:
Swap out your main photo every month. Watch what gets more clicks.
Try updating service descriptions to be more specific. See what boosts calls.
Adjust your categories to reflect your current business model.
It’s not about guessing, it’s about learning and adjusting. Think of Yelp like any other part of your marketing stack: if you track nothing, you’ll improve nothing.
10. Seasonal Updates Show That You’re Active And That You Care
If your page looks exactly the same in July as it did in January, something’s off. Customers notice when you’re active, and more importantly, they trust businesses that look up-to-date.
Update your Yelp business listing for:
- Seasonal offerings (e.g., AC repair in summer, tax prep in Q1, winter decor for e-comm shops)
- Local events (mention promotions tied to local festivals, college move-ins, holiday sales)
- Special services (e.g., “Gift wrapping available through December 24th”)
E-commerce tip: Change your featured products based on gifting seasons. Highlight “Mother’s Day favorites” or “Holiday Bundles” directly in your business description.
Home services example: A cleaning business that offers “post-party cleanup” around New Year’s or “spring deep cleaning” in March can pull in searchers looking for those exact terms.
And of course, update your photos. Don’t leave snow-covered storefronts on your profile in July.
Seasonal relevancy improves Yelp local SEO by aligning with what people are actually searching for.
Plus, it signals that you’re not running your business on autopilot.
11. Paid Features That Might Actually Be Worth It
We’ve all heard mixed reviews about Yelp Ads. And yes, results vary.
But in competitive niches where you’re fighting for visibility, they can tip the scale.
Here’s how to think about it:
- Yelp Ads put your listing above others in relevant searches—especially useful in cities or saturated categories (e.g., “personal injury lawyer in LA” or “HVAC repair Chicago”)
- Enhanced Profiles let you remove competitor ads from your page, reorder your photos, and add a CTA button that actually drives action
- Portfolios are perfect for project-based work (think: design agencies, contractors, event planners). You can organize images into mini-case studies
- Yelp Connect is a quiet gem—post updates like flash sales, announcements, or “We’re Hiring” to your followers, right from your Yelp profile
Think of these not as magic solutions, but as tools that boost the impact of a profile that’s already working well.
If your profile is half-done, paid ads won’t help. If your reviews are glowing, your categories are clear, and your messaging is on point—ads can give you the reach you’ve been missing.
Source: Yelp Internal Data
Fintech example: A payroll software company running Yelp Ads in cities with heavy startup presence noticed a 3x lift in demo requests during the first 6 weeks of targeting expanded zip codes.
If you’re considering ads, test them for 30–45 days. Use Yelp analytics to compare engagement before and after. That’s your proof.
12. A Strong Profile Is One That Gets Regular Attention
This part sounds simple, but it’s where most businesses fall behind. Your Yelp marketing doesn’t end once your profile is “done.” It never is.
Break your upkeep into manageable chunks:
🗓️ Daily:
- Check messages and quote requests – A 12-hour delay can mean a lost sale.
- Respond to new reviews – Even a short thank-you builds trust and shows you’re present.
📆 Weekly:
- Upload 1–2 new photos – Keep things fresh. Show recent work, events, team wins.
- Review analytics – Did page views dip after a change? Are people clicking to your site?
📅 Monthly:
- Audit your business hours – Are they still accurate?
- Review service offerings – Are you still doing website audits? Still shipping to Canada?
🗓️ Quarterly:
- Swap out seasonal content – Update photos, categories, featured items.
- Revisit the “From the Business” section – Does your description still reflect what you do?
- Evaluate ad performance – Are your Yelp Ads actually driving leads?
This schedule doesn’t need to take hours. Most of it can be done in 15 minutes per week. But those 15 minutes could be the difference between being booked and being overlooked.
SaaS reminder: Your business evolves, your profile should too. Maybe you launched a new tier. Maybe you dropped a service. Keep your listing aligned with your current product, or expect confusion.
Your Profile Isn’t Just a Page—It’s a Promise
Remember that your Yelp business profile is your digital handshake. It shows up in search, it influences trust, and it sets the tone before a customer ever clicks “Call” or “Visit Website.”
There is no specification you’re running ads or relying on organic search, what people find on your page will decide whether they stay or scroll past.
Clean photos, accurate info, honest reviews, and regular updates aren’t optional, they’re expected. And once those pieces are in place, you’re not just showing up… you’re showing up with confidence.
Take the time. Build it right. Because Yelp is where people go to choose.
Make sure they choose you.
