When someone searches "plumber near me" or "best pizza in town", the first thing they usually see is a map with three businesses. Those businesses are there because of their Google Business Profile.
A Google Business Profile is free, and for many local businesses it brings more calls than any advert. This guide shows you how to set one up properly, step by step.
What is a Google Business Profile?
It is your business listing on Google Search and Google Maps. It shows your name, opening hours, phone number, address or service area, photos, reviews and a link to your website. Customers can call you, get directions or visit your site in one tap.
Step 1: Create your profile
Go to Google Business Profile and sign in with a Google account you will keep long term, ideally one your business controls. Search for your business name. If it already exists, claim it. If not, create a new profile.
Step 2: Choose the right category
Your main category is one of the strongest signals Google uses. Pick the most specific one that matches what you do, for example "Auto body shop" rather than "Car repair". You can add extra categories for other services later.
Step 3: Add your location or service area
If customers visit you, add your exact address. If you travel to customers, like a mobile mechanic or cleaner, set a service area and hide your address. Only list areas you really serve.
Step 4: Verify your business
Google needs to confirm your business is real. Depending on your business, it may offer video verification, a phone or email code, or a postcard. Follow the steps it shows you. Your profile will not appear fully until it is verified.
Step 5: Fill in every section
- Opening hours, including holiday hours
- Phone number that is answered
- Website link to your homepage or booking page
- Services with short descriptions, and prices if you can
- Business description in plain words: what you do, where, and why customers choose you
Complete profiles look more trustworthy to customers, and they give Google more information to match you with the right searches.
Step 6: Add real photos
Add photos of your premises, your team, your work and your products. Real photos build trust far better than stock images. Add new ones regularly.
Step 7: Get reviews and reply to them
Reviews are one of the biggest reasons customers choose one business over another. Ask happy customers to leave a review, and make it easy by sharing your review link. Reply to every review, good or bad, politely and quickly. Never buy or fake reviews: it breaks Google's rules and, in many countries, the law.
Step 8: Keep it active
Post updates, offers and news, answer questions, and keep your hours correct. An active profile shows customers and Google that your business is open and cares.
Your profile brings people to you. Your website turns them into customers.
Why your website still matters
Many people tap through to your website before they call. If it is slow, broken on phones or out of date, they go back to the map and pick a competitor. A fast, clear website with your services, prices and contact details turns profile visits into enquiries, and it helps Google and AI tools like ChatGPT understand what you do.
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