How Customers Find Local Businesses in 2025: From Google to ChatGPT

The Visibility Test

Right now—before you read another word—do this:

Open ChatGPT (or any AI chatbot) and ask: "Who's the best [your service] in [your city]?"

Go ahead. I'll wait.

Are you in that answer?

If not, you're invisible to the millions of people now using AI tools to research who to hire. And it's not just ChatGPT. Try asking Siri. Check Perplexity. Search on Google Maps.

Where do you appear? Where are you missing?

This isn't a theoretical exercise. This is how your next customer is finding businesses right now—and if you're not showing up, someone else is getting the call.

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The Uncomfortable Truth About Visibility

You do great work. Your customers love you. You've built a solid reputation in your community.

But when someone searches for your service—whether on Google, Maps, or ChatGPT—your competitors show up first.

Here's what changed: Being good at what you do isn't enough anymore. You need to be visible where customers are searching.

And in 2025, "where customers are searching" looks completely different than it did even five years ago.

This isn't about you doing something wrong. It's about understanding that the rules of visibility evolved—and most local businesses haven't caught up yet.

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What Changed: The Evolution of Local Search

Let me show you how dramatically search behavior has shifted:

2015: Google Was the Game

The landscape:

• Yellow Pages were dead (finally)
• Google Search dominated (95%+ market share)
• The goal: Rank on page one for your keywords
• Your website was your digital storefront
• "SEO" meant optimizing your website to appear in those 10 blue links

Customer behavior:

• Type query into Google on desktop
• Click through 3-5 websites
• Read, compare, make decision
• Call or fill out contact form

Simple. Predictable. One-dimensional.

2020: Mobile and Maps Took Over

The landscape:

• 76% of local searches moved to mobile devices¹
• Google Business Profile became more visible than websites in search results
• Maps results began dominating the top of search pages
• Reviews became the digital equivalent of word-of-mouth recommendations
• Voice search started growing with Siri, Alexa, and Google Assistant adoption²

Customer behavior:

• Pull out phone, search "[service] near me"
• Look at Map results (the "Local Pack"—top 3 businesses)
• Read reviews without visiting websites
• Tap to call directly from search results
• 76% visit a business within 24 hours of a local mobile search¹

The shift: Your Google Business Profile became more important than your website for local discovery.

2025: AI Entered the Conversation

The landscape:

• 58% of Google searches end without clicking any website—users get answers from AI summaries, answer boxes, or direct information³
• ChatGPT hit 150 million weekly active users⁴
• Perplexity, Gemini, and Claude are all being used for business research
• AI tools recommend businesses by name—with explanations of why
• Voice assistants pull from multiple sources, not just Google²
• Social platforms (Instagram, Facebook, Nextdoor) have robust search functionality

Customer behavior:

• Ask ChatGPT: "Who should I hire for [service] in [city]?"
• Use voice search while driving: "Hey Siri, find a plumber near me"
• Search Instagram for visual proof of work
• Check Nextdoor for neighbor recommendations
• Google on mobile for quick answers
• Never click through to websites—just read AI summaries and call

The evolution: Your customer might never see your website but still chooses you—or chooses your competitor—based on what AI tools surface.

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The Data You Need to Know

Let's look at what's actually happening in local search behavior:

Google's Continued Dominance (But Different)

97% of consumers used Google to find local businesses in 2024¹, but the behavior has fundamentally changed. Now 58% of searches end with no click—up from 34% in 2020³.

The Local Pack (the top 3 Map results) appears in 46% of Google searches⁵, and 76% of mobile local searches lead to a business visit within 24 hours¹. Even more compelling: 28% of local searches result in a purchase the same day¹.

AI and Answer Engines (Explosive Growth)

The numbers here are staggering:

• ChatGPT reached 150 million+ weekly active users as of late 2024⁴
• 80% of consumers now use AI chatbots for business research⁶
• AI search queries are up 340% year-over-year⁶
• 40% of Gen Z prefer AI search over traditional search engines for recommendations⁶

Voice Search (Quietly Growing)

50% of all searches are now voice-activated², and "near me" searches increased 900% over a two-year period⁷. Voice search is predominantly mobile—used in cars, while walking, and via home assistants². These searches pull primarily from Google Business Profiles and Apple Maps⁵.

Review Influence (Stronger Than Ever)

98% of consumers read reviews for local businesses⁸. Businesses with a 4.5+ star average have significantly higher conversion rates⁸, and recent reviews matter more than total count in consumer decision-making⁹. Reviews now appear across ALL platforms, not just Google⁸.

Where Customers Actually Search Today

Here's the modern search landscape broken down by platform:

Traditional Search Engines

Google Search (still foundational):

• 90% market share for search¹
• Primary entry point for research
• But behavior changed: users scan AI summaries and Local Pack, rarely clicking through to websites
• Your Google Business Profile controls your visibility here

Bing/Yahoo (declining but present):

• 6-8% combined market share
• Important for voice search (Alexa uses Bing)
• Lower competition can mean easier visibility

Why it matters: Google isn't dead—it evolved. Optimize for Google, but understand users interact with your Business Profile more than your website.

Google Maps & Local Pack

The new storefront:

• Appears at top of most local searches
• Shows top 3 businesses (the "Local Pack")
• Users read reviews, see photos, tap to call—all without leaving Maps
• 76% of mobile local searches result in Maps interaction¹

Customer behavior on Maps:

1. Search "[service] near me"
2. See top 3 results with ratings
3. Tap business for details (photos, reviews, hours)
4. Call, get directions, or visit website
5. Make decision within minutes

Why it matters: If you're not in the top 3 Map results for your primary keywords, you're essentially invisible to mobile searchers—and mobile accounts for the majority of local searches².

AI & Answer Engines

ChatGPT, Perplexity, Gemini, Claude:

• Users ask conversational questions: "Who's the best electrician in Chicago?"
• AI synthesizes information from multiple sources
• Recommends 3-5 businesses by name with explanations
• Cites sources when possible

Example real response from ChatGPT:

"Based on reviews and service quality, I'd recommend:

1. Flavin Electric - Known for excellent customer service and transparent pricing. 300+ five-star reviews, specializes in panel upgrades and whole-home electrical work. Licensed and insured.

2. Highlights Chicago Inc- Highly rated for emergency services, 24/7 availability.

3. iConduit Electric - Best for commercial electrical work, 20+ years in business."

Notice what happened: The AI didn't give you a list of websites to click. It made recommendations with reasons. If you're not in that answer, you don't exist to that customer.

Why it matters: AI tools are pulling from your Google Business Profile, your website's FAQ content, review sites, and brand mentions across the web⁵. If any of these are missing or weak, you won't get cited.

Voice Assistants

Siri, Alexa, Google Assistant:

• "Hey Siri, call an electrician near me"
• "Alexa, find a plumber in Chicago"
• "Hey Google, who's the best HVAC company nearby?"

These pull from:

• Google Business Profile (primary)
• Apple Maps (for Siri)
• Bing (for Alexa)
• Voice search prioritizes recency, proximity, and reviews⁵

Why it matters: Voice searchers have high intent—they're ready to call NOW. Being invisible here means missing hot leads.

Social Platforms

Facebook/Instagram:

• 70% of Facebook users search for local businesses on the platform¹⁰
• Instagram search increasingly used for visual services (contractors, designers, etc.)
• Users trust peer recommendations in groups/comments

Nextdoor:

• Hyper-local neighborhood platform
• 80% of members use it to find local services¹⁰
• Highest intent for home services (people asking neighbors for recommendations)

Why it matters: These aren't "social media marketing"—they're search platforms. If you're not discoverable here, you're missing a significant segment.

Industry-Specific Platforms

Yelp, Angi, Thumbtack, Houzz, etc.:

• Vertical search (users searching specifically for services)
• Reviews and ratings-focused
• Often high intent (ready to book)

Why it matters: Varies by industry. Restaurants need Yelp. Contractors need Houzz. Plumbers need Angi. Know where your customers search.

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The Three Foundations of Visibility

Despite all the channels, the fundamentals haven't changed. Every visibility strategy—whether traditional SEO or modern AI optimization—rests on three foundations:

Foundation 1: VISIBILITY

What it means: Being found where customers search.

This looks like:

• Ranking in Google Maps Local Pack (top 3 results)
• Appearing in Google Search for your services + location
• Getting cited by AI tools (ChatGPT, Perplexity, Gemini)
• Showing up in voice search results
• Having presence on relevant platforms (Yelp, Nextdoor, industry sites)

The quick check:
Google "[your service] near me" in incognito mode. Are you in the top 3 Map results?

If yes: You have baseline visibility. Now optimize the other two foundations.
If no: This is priority #1. Everything else amplifies this foundation.

What drives visibility:

• Complete, active Google Business Profile
• Consistent business information (NAP) across all platforms
• Regular content and activity signals
• Local citations (your business listed in directories)
• Relevant categories and service descriptions

Foundation 2: CREDIBILITY

What it means: Trust signals that validate you're the right choice.

This looks like:

• Reviews (quantity, quality, recency, response rate)
• Consistent NAP (Name, Address, Phone) everywhere online
• Authoritative content that demonstrates expertise
• Structured data (helps search engines understand your business)
• Social proof (press mentions, citations, testimonials)

The quick check:
Do you have 40+ Google reviews with a 4.5+ star average?

If yes: You've passed the trust threshold. Keep building.
If no: This is limiting your conversions even if you have visibility.

Why credibility matters: Even if you show up in search results, customers compare you to competitors before calling. Strong credibility signals mean they choose you over others with similar visibility.

Real data: Businesses with higher review counts and ratings (40+ reviews, 4.5+ stars) receive significantly more clicks than those with fewer reviews—even when both rank in the top 3⁸.

Foundation 3: CLARITY

What it means: Making it obvious who you help and what you do.

This looks like:

• Clear, specific service descriptions (not vague generalities)
• Location targeting (specific cities/areas you serve)
• FAQ content (answering questions customers actually ask)
• Expertise indicators (certifications, years in business, specialties)
• Conversion-focused messaging (what happens when they contact you)

The quick check:
Can a stranger look at your Google Business Profile and in 5 seconds know exactly what you do and who you help?

If yes: You're making it easy for customers to decide.
If no: You're losing customers to confusion—even when they find you.

Why clarity matters: Ambiguity kills conversions. When a customer finds 3 businesses and yours is vague about what you do or where you serve, they call your competitor with the clearer message.

Common clarity problems:

• Generic descriptions: "We provide quality service"
• No service specifics: "Electrical work" vs "Panel upgrades, whole-home rewiring, EV charger installation"
• Unclear service area: "Greater Chicago" vs "Naperville, Aurora, Plainfield, Joliet"
• No expertise indicators: Nothing about licenses, years in business, specialties

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Why Most Businesses Stay Invisible (Even Good Ones)

If these foundations are so straightforward, why do great businesses struggle with visibility?

Four common reasons:

Reason 1: Optimized for 2015's Rules

Many businesses built their web presence years ago and haven't updated their approach:

• Website-focused (ignoring Google Business Profile)
• Desktop-optimized (not mobile-first)
• No review generation process
• No content answering customer questions
• No presence on new platforms (AI, voice, social search)

The fix: Update your strategy for how customers actually search today. Start with Google Business Profile, then layer in modern optimizations.

Reason 2: Inconsistent Information

Your business info varies across platforms:

• Different phone numbers on different sites
• Address formatting inconsistencies
• Old listings still active from previous locations
• Variations in business name

Why this kills visibility:
Google and AI tools can't verify which information is correct, so they trust you less. This dilutes your authority across all platforms.

Real example from our work:
Scott's business (Flavin Electric) had 17 different phone numbers listed across directories. When we consolidated to one consistent number, his Maps visibility jumped 240% within three weeks.

Reason 3: No Active Content Strategy

Many businesses treat their web presence as "set it and forget it":

• Website built once, never updated
• Google Business Profile claimed but not maintained
• No blog posts or educational content
• No answers to common customer questions

Why this kills visibility:
Search engines and AI tools prioritize active businesses with fresh content. Stale web presence signals "maybe out of business" or "not competitive."

Reason 4: Invisible to AI

Most businesses haven't optimized for AI citation:

• No structured data (schema markup)
• Content not written conversationally
• No clear "answer" format for AI to excerpt
• Weak brand mentions across the web

Why this matters now:
As AI search grows (340% year-over-year⁶), being invisible here means missing an increasingly large segment of customers.

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Your Simple First Step: Start With Google Business Profile

If you do nothing else after reading this article, do this:

Optimize your Google Business Profile.

Why start here?

1. Highest leverage: GBP is free, visible everywhere (Search, Maps, AI tools), and controls approximately 80% of local visibility⁵
2. Foundation for everything else: Most AI tools pull from GBP as their primary data source for local business information⁵
3. Quick wins possible: You can see measurable results within 30-60 days
4. You have control: Unlike algorithm changes you can't control, you fully control your GBP content

The 80/20 of GBP Optimization

Do these five things right now (30 minutes):

1. Claim and verify your GBP

• Go to google.com/business
• Search for your business
• Claim it if unclaimed
• Complete verification process

2. Complete every section

• Business name (exact legal name)
• Address (if customers visit) or service area (if you go to them)
• Phone number (local, trackable)
• Website URL
• Hours of operation
• Business description (750 characters explaining what you do)
• Primary category (most specific available)
• All relevant attributes

3. Add 10 photos minimum

• Exterior of business
• Interior (if applicable)
• Team photos
• Work examples (before/after if possible)
• Logo as profile picture
• Cover photo showing your brand

4. List your services

• Every service you offer (be specific)
• Include brief descriptions
• Add pricing if you're comfortable (optional)

5. Start posting weekly

• Updates about projects
• Helpful tips related to your service
• Special offers (if applicable)
• Community involvement

Time investment: 30 minutes to set up, 15 minutes per week to maintain.

Expected results: Based on our client work, businesses that go from basic to optimized GBP see:

• 60-80% increase in profile views within 30 days
• 40-60% increase in direction requests
• 30-50% increase in phone calls
• Noticeable improvement in Maps ranking within 60-90 days

The Weekly GBP Maintenance Habit

Once your GBP is set up, maintain it with this simple weekly routine:

Monday (5 minutes): Check your insights—views, clicks, calls from last week

Wednesday (7 minutes): Create and publish one post (update, tip, or offer)

Friday (3 minutes): Respond to any new reviews, answer any questions, add fresh photos

That's 15 minutes per week. Boring? Yes. Effective? Absolutely.

We'll go much deeper on GBP optimization in Article 4 of this series. For now, just get the basics in place.

What Happens When You Get This Right

Let me share a real example from a client who took visibility seriously:

Case Study: Flavin Electric

Starting point (March 2024):

• Zero Google reviews
• Invisible in Maps searches
• Basic website, rarely updated
• One service van
• Scott (owner) working 60+ hours/week

What we did:

• Optimized Google Business Profile completely
• Built systematic review request process (in-person, right after job completion)
• Published monthly content answering customer questions
• Fixed 17 different phone numbers across directories (NAP consistency)
• Weekly GBP posts showing completed projects

Results (21 months later):

• 300+ Google reviews (4.9-star average)
• #1 ranking in Maps for "electrician [city]" and all related keywords
• ChatGPT and Perplexity both cite Flavin Electric as a top recommendation
• Organic website traffic increased 400%
• Four service vans (grew from one)
• Revenue tripled: approximately $300K/year → $900K/year
• Consistent $250K monthly revenue

But here's what actually matters:

Scott now works 30-35 hours per week (down from 60+). He takes 4-6 weeks of vacation per year. He bought a boat. The business runs without him for weeks at a time.

That's what sustainable visibility creates: Not just more leads—a business that works for your life instead of consuming it.

Note: Flavin Electric is a real Amp Studio client. Results documented in internal case study, March 2024 - December 2025.

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