What a Google Business Profile is
A Google Business Profile is a free listing that shows your business name, location or service area, phone number, opening hours, photos and reviews. It appears when someone searches for your business by name, and it can appear when people search for a service near them, such as "electrician near me" or "dog groomer in Leeds".
It is not a replacement for a website. Google controls the layout, decides what to show and can change things at any time. Your website is the place you control. The two work best together.
Setting up your profile
- Search for your business first. A profile may already exist, created automatically or by a previous owner. If so, claim it rather than making a duplicate.
- Use your real business name. Do not add keywords or town names to it unless they are genuinely part of your trading name. Stuffing the name can get the profile suspended.
- Choose your main category carefully. Pick the one that best describes what you do, then add secondary categories for other services.
- Address or service area. If customers visit you, show your address. If you travel to them, as most trades do, set a service area and hide your home address.
- Verify. Google will ask you to verify that you run the business. Follow its instructions; the method varies.
Filling it in properly
A half-finished profile looks like a half-finished business. Work through every section.
- Phone number that is answered, or that has a voicemail you check.
- Website link pointing to your homepage or a relevant service page.
- Opening hours, including bank holidays. Wrong hours are one of the quickest ways to annoy a customer.
- Services listed in plain words your customers would use.
- Business description that explains what you do, where, and for whom. Keep it factual.
- Photos of real work, your van, your premises and your team. Genuine photos build more trust than stock images.
Keep your details consistent
Your business name, phone number and address or area should match exactly across your profile, your website, directories and social media. Mismatches confuse customers and make it harder for search engines to be confident about who you are.
The easiest way to stay consistent is to treat your website as the master copy. Change your hours or phone number there first, then update the profile and any directories the same day.
Reviews: the part customers read most
Reviews on your profile matter to customers deciding who to call. A few habits make a big difference:
- Ask happy customers for a review straight after the job, while it is fresh. A short link sent by text makes it easy.
- Reply to every review, good or bad, politely and briefly.
- Never write reviews yourself, pay for them or ask friends to post them. Fake reviews are unlawful under UK consumer law.
Our guide to showing reviews on your website explains how to make the most of genuine reviews on your own site as well.
Keep it active
A profile that looks looked-after reassures people. Every month or so:
- Add a few new photos of recent work.
- Check your hours and services are still right.
- Answer any questions people have posted.
- Use posts to mention seasonal services or offers.
How your website and profile work together
When someone finds you on Google Maps, many will tap through to your website before they call. That is where they check you are real, look at your work and decide whether you are the right fit. If the website is slow, out of date or hard to use on a phone, you can lose them at the last step.
Make sure your website:
- Shows the same name, number and area as your profile.
- Has a page for each main service, so the profile link lands somewhere relevant.
- Includes a map or clear description of the areas you cover.
- Makes contacting you easy from every page.
If you are not sure your current site is up to the job, our tradesperson website checklist is a good place to start.
A website that backs up your profile
Site Shifter builds a complete website from six questions in about ten minutes, then you spend about an hour making it your own. You can embed Google Maps to show where you work, link to your Google reviews and let visitors book appointments straight into your diary. Titles, descriptions, a sitemap and structured data are set from day one, so search engines understand your site. See what is included or find out how to move your existing website.
Frequently asked
Is a Google Business Profile free?
Yes, creating and managing a Google Business Profile is free. You only need a Google account and to verify that you run the business.
Can I hide my home address on Google if I work from home?
Yes. If you travel to customers, you can set a service area instead of showing your address, which suits most tradespeople.
Do I still need a website if I have a Google Business Profile?
It is strongly worth having one. Your profile is controlled by Google, while your website is yours, and many customers check the website before they decide to call.
Shift it today.
Ten minutes of questions, an hour of polishing, and your new site is live on your own domain.
Shift my website