If you sell on WhatsApp in Lagos, you probably get most orders from people who already have your number: friends, repeat customers, people who saw your Status. The hard part is the stranger in Yaba or Ajah who types "cakes near me" or "makeup artist Surulere" into Google and never finds you.
This guide walks through what it takes to show up when that person searches. Everything here is free except your time.
Why WhatsApp alone isn't enough
WhatsApp is where Nigerian small businesses actually sell. Find A Biz Africa's 2025 report on 1,836 businesses trying to get online found that 91% operate on WhatsApp but only 1.8% have a working website. In the same data, about 1 in 12 customer searches returned nothing at all, and 35.7% of searches filtered by neighbourhood rather than city.
That last number matters for Lagos. People don't search "Lagos". They search "Ikeja", "Lekki Phase 1", "Ogba", "Festac". If nothing about your business says where you are, you won't show up for those searches.
Your WhatsApp chats, catalogue and Status don't appear in Google results. To be found, you need something Google can read: a Google Business Profile, a web page, or both.
Step 1: Claim a free Google Business Profile
A Google Business Profile is the listing that shows up on Google Maps and on the right side of Google Search, with your hours, photos, reviews and a button to call or get directions. Google says you can add or claim one at no charge.
You can have one even if you don't have a shop. If you deliver or visit customers, Google lets you list as a service-area business and hide your home address, showing only the areas you serve (up to 20 areas). One catch: Google says purely online shops that never serve customers in person aren't eligible, so this works best if you deliver, meet customers or offer a service at their place.
We wrote a full walkthrough here: How to set up a Google Business Profile for a small shop in Nigeria.
Step 2: Be specific about where you are
Google says local results are based mainly on relevance, distance and prominence. Distance is how close you are to the person searching, so Google needs to know where you are.
- If customers can visit, give your full address and a landmark people actually use: "Opposite the filling station, Allen Avenue, Ikeja" beats "Lagos".
- If you deliver only, set your service areas to the actual places you deliver: Yaba, Surulere, Ebute Metta, and so on.
- Use the same business name, phone number and area everywhere: Google profile, Instagram bio, X bio, your web page.
In the Find A Biz Africa data, businesses with exact location details got 3.2x more contacts than businesses that only listed a city.
Step 3: Use the words your customers type
Relevance is how well your listing matches what someone searched for. Help Google by describing what you sell in plain words:
- Pick the right primary category (for example "Bakery", "Make-up artist", "Perfume store", "Caterer").
- Name your top products and services in your description and posts: "small chops", "bridal makeup", "oud perfume oils", "asoebi fabrics".
- Add your area name naturally: "Celebration cakes in Gbagada, delivered across Lagos Mainland."
Don't stuff keywords into your business name. Google's guidelines say your name should be your real-world business name, and adding extra words (like "Best Cakes Lagos 0803...") can get your profile suspended.
Step 4: Get reviews (and reply to them)
Prominence is partly about reviews. Google says more reviews and positive ratings can help your local ranking, and replying to reviews shows customers you care.
An easy routine: after every delivered order, send a short WhatsApp message with your Google review link. "Thank you for ordering! If you enjoyed it, a quick Google review helps us a lot 🙏🏾 [link]". Don't offer discounts or freebies in exchange for reviews, and don't ask only happy customers. Google's review policy forbids both.
Step 5: Give Google a page to read
A Google profile is great for Maps, but a simple web page helps you show up for more searches and gives buyers something to trust before they message you. It should have:
- Your business name, what you sell and your area, written in plain text (not only in pictures).
- Products or services with prices.
- A clear "Order on WhatsApp" button for each item.
- Your landmark, delivery areas, opening hours and how people pay.
- Real photos and a few genuine reviews.
Link that page from your Google Business Profile, Instagram bio and X bio. Each link helps people (and Google) connect the dots.
You can build this yourself on a free website builder, or let PlugPage build it for you in 24 hours. If you just want WhatsApp order links for now, our free WhatsApp Order Link & QR Generator makes one for every product.
Step 6: Keep it fresh
- Update hours for public holidays and festive seasons.
- Post new photos when you add products.
- Keep prices current, because outdated prices cause arguments in the DMs.
Quick checklist
- Google Business Profile created and verified.
- Exact address or landmark (or service areas if you deliver only).
- Right category, plus product words and area names in your description.
- Same name, number and area on every platform.
- A review request sent after every order.
- A simple web page with prices and WhatsApp order buttons, linked everywhere.
Sources
- Find A Biz Africa, "The 2025 State of Digital-First Nigerian SMEs" (Dec 2025): 1,836 businesses, 2,225 searches.
- Google Business Profile Help, "Add or claim your Business Profile".
- Google Business Profile Help, "Tips to improve your local ranking on Google".
- Google Business Profile Help, "Guidelines for representing your business on Google".
- Google Maps, "Prohibited & restricted content" (fake and incentivised reviews).
- Google Business Profile Help, "Manage your service areas".
- Google Business Profile Help, "Verify your business with a video recording" (online-only eligibility).
This guide is general information, not legal or financial advice. Platform rules and fees change; check the linked official sources for the latest. PlugPage is not affiliated with Google, WhatsApp, Meta, Paystack or the other companies mentioned.