Your Google Business Profile is often the first impression potential customers get of your business. When someone searches for services you offer in your area, this free listing can put you right at the top of the results—with your phone number, reviews, and directions just a tap away.
If you haven't claimed your profile yet, or if you set it up years ago and never touched it again, this step-by-step guide will walk you through everything you need to do.
Step 1: Claim or Create Your Listing
Start by searching for your business on Google. If a listing already exists (perhaps created automatically from other data sources), you'll need to claim it. If not, you'll create one from scratch.
- Go to business.google.com
- Sign in with your Google account (create one if needed)
- Search for your business name and address
- If it exists, click "Claim this business" and follow the prompts
- If not, click "Add your business to Google"
Step 2: Enter Your Business Information
Be thorough and accurate. Every field you complete improves your chances of appearing in relevant searches:
- Business name: Use your real trading name—don't stuff keywords
- Category: Choose the most specific category that applies (e.g., "Plumber" not just "Contractor")
- Address: If you work from home and travel to clients, you can hide your address while still appearing in local results
- Service area: Define the areas you serve
- Phone number: Use a local number if possible
- Website: Link to your site (even a simple one-page site helps)
- Hours: Keep these accurate and update for holidays
"Consistency is crucial. Make sure your business name, address, and phone number are identical everywhere they appear online—your website, Facebook, Yell, everywhere."
Step 3: Verify Your Business
Google needs to confirm you're the legitimate owner. The most common verification method is by postcard:
- Google sends a postcard to your business address with a verification code
- This typically arrives within 5-14 days
- Enter the code in your Google Business Profile dashboard
- Don't change any business details while waiting for verification
Some businesses qualify for phone or email verification—Google will tell you if these options are available.
Step 4: Add Photos
Businesses with photos receive 42% more requests for directions and 35% more click-throughs to their websites. Add:
- Logo: Your business logo or avatar
- Cover photo: The main image people see
- Work photos: Completed projects, before-and-after shots
- Team photos: Help customers know who they'll be dealing with
- Your van or shop front: Makes you recognisable
Step 5: Write Your Business Description
You have 750 characters to describe what you do. Make them count:
- Lead with your main service and location
- Mention specific services you offer
- Include what makes you different (years of experience, qualifications, guarantees)
- Write for humans, not search engines—no keyword stuffing
Step 6: Add Your Services
Google lets you list specific services with descriptions and optional prices. Be detailed—this helps you appear for more specific searches.
Keeping Your Profile Active
Setup is just the beginning. Active profiles rank better:
- Respond to all reviews (positive and negative)
- Post updates regularly (special offers, completed projects, tips)
- Add new photos from recent jobs
- Answer questions that customers ask through the listing
- Keep your hours and contact details current
Conclusion
A well-optimised Google Business Profile is one of the most powerful free marketing tools available to local businesses. It puts you in front of customers at the exact moment they're searching for your services. Take the time to set it up properly, keep it updated, and watch the enquiries come in.