If Google can’t find you, students definitely won’t. And yes, that’s money walking to someone else’s register.
Downtown Pullman is rebuilding momentum. The core just came through a heavy streets-and-sidewalk refresh, Market on Main is turning Saturdays into a habit, and there are real sparks of optimism that downtown can be a destination again. But too many local shops still have a web presence best described as mysterious. Customers don’t discover you because your hours are missing, your map pin is wrong, or your Instagram link points to an ancient Facebook page that hasn’t posted since the last time it snowed in September. That gap between you existing and you being findable is the Zero‑Presence Tax and it shows up as empty tables, slow afternoons, and “we had no idea you were open” comments.
Below is a short, brutal playbook to make you easy to find this week, tailored for a three‑block downtown and a campus full of hungry humans.
Why this matters in Pullman (Fall 2025)
- Post‑construction reality: Wider sidewalks and cleaner crossings only help if phones say you’re open now.
- Saturday flywheel: Market on Main brings feet downtown, your listing catches them while they browse.
- Perception lag: After a long rebuild, people assume “still closed.” Fresh photos, correct hours, and a parking note reset expectations.
- Walkability is teamwork: Clear pins, lighting, later clustered hours, and friendly wayfinding make it easier for students to leave campus.
Step 1: The 10‑Minute Visibility Check
Open your phone (not your laptop) and search each of these:
- “ near me” (e.g., coffee near me) -Do you appear in the top map pack?
- Your exact business name -Do your Google panel photos look current? Are hours correct today? Is there a website button?
- “open now Pullman” -Are you filtered out because of stale hours?
- Directions -Does the pin drop at your door or the alley?
- Parking -Is there a note on your site/GBP telling outsiders where to park?
If anything looks off, you’re paying the tax.
Step 2: One‑Hour Fix — Google Business Profile (GBP)
This is the storefront that most customers see before they see your storefront.
- Claim & Verify
Visit business.google.com and make sure you control the listing. Use an owner email you won’t lose. - Name • Category • Description
- Primary category: be specific (e.g., Flatbread pizza restaurant > Restaurant).
- Secondary categories for services you actually deliver (e.g., Coffee shop, Bakery).
- Description: 1–2 sentences with your proof points (local, late hours, student deals, gluten‑free, etc.).
- Accurate Hours + Exceptions
Add special hours for WSU move‑in, Homecoming, Family Weekend, game days, and holiday breaks. Don’t let Google guess. If you close early after a game, schedule it here. - Photos (today, not 2019)
Upload 5–10 new photos: exterior (day/night), interior, people being happy, hero product/menu, and your menu/price board. Shoot vertically for mobile; no heavy filters. - Attributes & Services
Check off: student discounts, outdoor seating, vegan options, accessibility, Wi‑Fi, accepts credit cards, etc. Add a Services list (e.g., online ordering, curbside pickup, catering). - Menu / Products
Restaurants: add menu items with photos and price ranges. Retail/services: add featured products or service packages. - Posts (weekly)
Post simple updates: a special, new arrival, tonight’s hours, or a photo from the market. Keep it transactional and timely. - Messaging + Call
Turn on Messages if you can reply within a business day. Make sure click‑to‑call rings a real phone that’s answered.
Step 3: Get 10 New Reviews in 7 Days
Reviews move you up and remove doubt. Do this without being weird.
- Create a short link/QR to your review form (use your GBP “Ask for reviews” link). Print a tiny table card and put a QR at checkout.
- Ask at peak happiness: “If we earned 5 stars today, would you mind leaving a quick review? It helps locals find us.”
- Reply to every review (yes, every one). Keep it human, reference something specific, invite them back.
Copy‑paste DM/email:
Hey [Name]! Thanks for stopping by. If we made your day a little better, would you leave us a quick Google review? It really helps a small downtown shop like ours. Here’s the link: [your review link]. Thank you!
Step 4: Fix the Leaks Off Google
Minimal website and social cleanup. No dissertations.
Your One‑Page Site (MVP)
Above the fold: name, what you do in one line, hours, click‑to‑call, map + parking note, and a clear order/book button.
Below: 4–6 best sellers/services with prices, a short “why us,” 3 review quotes, and a simple email signup.
Footer: address (matching GBP exactly), social links, accessibility statement.
Bonus: If food, embed your menu (PDF is fine but a simple HTML menu is better). If appointments, add a booking button that actually works on mobile.
Social Hygiene (30 minutes)
- Pin one offer or “Start here” post.
- Bio: category + location + hours highlight + link that isn’t broken.
- Story highlights: Menu • Deals • Hours • Directions.
Step 5: Track Three Numbers Weekly (on your phone)
- Direction requests from GBP (are we findable?).
- Calls / website clicks from GBP (are we easy to contact?).
- Review count & rating (are we building trust?).
Optional: add UTM tags to your website link so you can see “google / organic” in analytics without crying.
Pullman‑Specific Quick Wins
- Add “post‑construction” photos now: exterior (day/night) showing the open sidewalk and your exact entrance.
- Note parking + walking time: “Free lot behind [landmark]; 12‑minute walk from campus.” Put it on GBP and your site.
- Student signal, weekly: add a student deal in GBP attributes and post it every Thursday.
- After‑market special: on Saturdays, run a 12–2 pm offer to capture Market on Main spillover.
- Late‑hours cluster: coordinate Thu–Sat until 8–9 pm with neighbors; update GBP “special hours.”
- Cross‑promote the downtown loop: “Flatbread at Peddling Pigeon → gallery stop at Greystone → veggies from Courage to Grow.” Bundle the walk.
Common Local Mistakes (and the fix)
- Hours wrong on Apple Maps/Yelp. → Update all the majors (Google, Apple, Yelp, Facebook).
- Closed photos (empty dining room, lights off). → Replace with photos that show life and people.
- Menu buried in Instagram. → Put it on your website/GBP; link to it in bio.
- ‘Contact us’ forms with no response. → Use click‑to‑call or booking links you actually monitor.
The 90‑Minute Sprint (print this)
- Claim/verify GBP (10m)
- Fix hours + add special hours (10m)
- Upload 8 fresh photos (15m)
- Add attributes, services, menu/products (15m)
- Post today’s special/update (5m)
- Generate review link + print QR (10m)
- Update website hero (hours/call/map/parking) (15m)
- Pin one social post + fix bio link (10m)
Set a reminder for the same time next week. Future‑you will be slightly less mad at past‑you.
Want help?
I’m offering five free micro‑audits for downtown Pullman businesses. I’ll audit your Google listing + site and send a one‑page action list. First come, first served reply or DM.
Findable beats fancy. Fix the basics, stop paying the Zero‑Presence Tax, and make it easy for Cougs (and everyone else) to show up.*