When someone near you searches for a plumber, a hairdresser or a cleaner, the first thing they often see is a map with a handful of local businesses on it. Those listings come from Google Business Profiles. It is free to set up.
This guide walks you through setting one up properly. It will not guarantee you a spot at the top of the map, because nobody can promise that. What it will do is give Google clear, accurate information about your business, which is the starting point for being shown at all.
Step 1: Check whether you already have a profile
Before you create anything, search Google for your business name and town. Sometimes a listing already exists, created by Google from public information or by a previous owner. If you see one, look for a link saying something like "Own this business?" and follow it to claim the listing.
If nothing shows up, go to Google's Business Profile page while signed in to a Google account and choose to add your business. Use an account you will keep long term.
Step 2: Enter your business name exactly as it is
Use your real business name, the one on your van, your signs and your invoices. Do not add extra words like "best plumber Nottingham". It is tempting, but it goes against Google's guidelines and can get a listing suspended.
Step 3: Choose the right categories
Your primary category tells Google what you do. Pick the most specific one that fits. "Electrician" is better than "Contractor". "Hair salon" is better than "Beauty".
You can then add a few secondary categories for other services you genuinely offer. Keep them relevant. Ten loosely related categories will not help you, and they can confuse people.
Step 4: Set your address or service area
This part depends on how you work.
- If customers come to you, such as a salon or a shop, add your full address so it shows on the map.
- If you go to customers, such as a gardener, roofer or mobile cleaner, you can hide your address and set a service area instead. List the towns or areas you actually cover.
- If you do both, you can show your address and add a service area too.
Step 5: Verify your business
Google needs to check that you are a real business at the place you say. The method varies. It might be a postcard with a code, a phone call or text, an email, or a short video showing your premises, tools or signage. Google decides which options to offer you, and they can change.
Follow the instructions carefully. Until you are verified, your profile may not show publicly, and some features will be locked.
Step 6: Add your hours and contact details
Add your opening hours, including any days you are closed. Add your phone number and your website address.
Keep holiday and bank holiday hours updated. Few things annoy a customer more than turning up or ringing when Google said you were open.
Step 7: Add real photos
Photos help people decide whether to contact you. Use your own pictures, not stock images. Good ones to start with:
- Your logo and a clear cover photo.
- Examples of finished work, such as a new kitchen, a tidy garden or a fresh haircut.
- You or your team at work.
- Your van, shopfront or premises, if you have them.
Add a few new photos every so often.
Step 8: Write your description and list your services
Your description should say, in plain words, what you do, where you do it and what makes you worth calling. Write it for a person, not for Google. You can also list individual services, and add prices where it makes sense.
Step 9: Use posts now and then
Google lets you publish short updates on your profile, such as a seasonal offer, a recent job or a change to your hours. You do not need to post every day. An occasional, useful update shows that someone is actually running the business.
Step 10: Ask for reviews and reply to them
Reviews are one of the first things people look at. Ask happy customers to leave one, and make it easy by sending them your review link. Reply to every review, good or bad, politely and briefly. Never pay for reviews or offer rewards in return for them, as this breaks Google's rules.
Keep it consistent with your website
Your business name, address, phone number and hours should match everywhere: your profile, your website, your Facebook page and any directories you are listed in. If you change your number or move, update everything at the same time.
Link your profile to your website, and make sure your website clearly shows the same services and areas you listed on Google. The two should tell the same story.
Do not set it and forget it
A Google Business Profile is not a one-off job. Check it every month or so. Answer any questions people have asked, reply to new reviews, update your hours and add fresh photos.
If you would rather not look after it yourself, our Growth plan includes setting up and looking after your Google Business Profile, alongside your website. You can see what is included on our pricing page.
Need a hand?
If you want a website that matches your Google listing and makes it easy for people to call you, we are happy to help. Tell us about your business through the free design form, or get in touch and we will reply within one working day.