If you run a local business, your Google Business Profile may be seen by more potential customers than your website. It’s what appears on Google Maps and in the map results when someone searches for a business like yours, and it’s completely free. Yet many profiles are incomplete, out of date or barely used.
Here’s how to make yours work harder.
What is a Google Business Profile?
A Google Business Profile (formerly called Google My Business) is a free listing that shows your business details on Google Search and Google Maps. It can include your address or service area, phone number, opening hours, website, photos, reviews, services, products and updates.
Customers can call you, get directions, visit your website, message you or read reviews straight from your profile, often without visiting your website at all.
Step 1: Claim and verify your profile
Search for your business name on Google Maps. If a listing already exists, claim it. If not, create one at Google Business Profile. Google will then ask you to verify that you’re the owner, usually by video, phone, text, email or post, depending on your business.
If someone else, such as a former employee or an old agency, controls your listing, you can request ownership through Google’s process.
Step 2: Choose the right categories
Your primary category is one of the most important ranking factors. Choose the most specific category that describes your core business, such as “Electrician” rather than “Contractor”. Then add secondary categories for other services you genuinely offer.
Look at the categories used by competitors who rank well, but only choose categories that genuinely apply to you.
Step 3: Complete every section
The more complete your profile, the better. Make sure you’ve filled in:
- Business name (exactly as it appears in real life)
- Address, or service areas if you travel to customers
- Phone number and website
- Opening hours, including special hours for holidays
- Services, with short descriptions and prices if appropriate
- Products, if you sell them
- Business description (up to 750 characters)
- Attributes such as accessibility, payment options and amenities
- Opening date
Service-area businesses
If you work from home and travel to customers, such as plumbers, cleaners or mobile hairdressers, you can hide your address and list the towns and areas you serve instead. In Wiltshire, that might be Devizes, Melksham, Calne and the surrounding villages.
Step 4: Add great photos
Profiles with good photos tend to get more clicks and enquiries. Add:
- Your logo and a cover photo
- The outside of your premises, so people can find you
- The inside of your premises
- Your team at work
- Examples of your work, products or dishes
Use real photos rather than stock images, and add new ones regularly.
Step 5: Build and manage reviews
Reviews are one of the strongest factors in both rankings and customer choice. Ask every happy customer for a review using the short link from your profile, and make it easy with a QR code or a text message after a job.
Respond to every review. Thank people for positive reviews, and reply calmly and helpfully to negative ones. Future customers read your responses, and a professional reply to a complaint can be very reassuring.
Step 6: Post updates
You can publish posts on your profile with news, offers, events and recent work. Posts help show that your business is active and give customers more reasons to choose you. Aim for at least one post a month.
Step 7: Keep it accurate
Out-of-date information frustrates customers and erodes trust. Update your hours for bank holidays, Christmas and any changes, and check your profile regularly in case Google or the public have suggested edits.
Step 8: Track your results
Your profile’s performance section shows how many people found you, how they searched, and how many called, visited your website or asked for directions. Check it monthly to see how your efforts are paying off.
Common mistakes to avoid
- Adding keywords or locations to your business name
- Using a virtual office address that you don’t staff
- Choosing too broad a primary category
- Ignoring reviews, especially negative ones
- Leaving the profile untouched for months
Want us to handle it?
Our Google Business Profile service covers setup, verification and full optimisation, and our Growth care plan includes a monthly Google Business Profile post alongside ongoing local SEO.
