There’s a free tool from Google that puts your business name, phone number, reviews, photos, and opening hours right at the top of search results when someone looks for what you do locally. It costs nothing to set up, takes about an hour, and consistently outperforms every other marketing tactic for small businesses serving a local area.
And most businesses either don’t have one, or set one up three years ago and never touched it again.
Your Google Business Profile — the listing that shows up in the map results when someone searches for a local service — is probably the single most impactful thing you can do for your business online. Here’s how to set it up properly and actually use it.
Setting up your profile
Head to business.google.com and sign in with a Google account. If your business already shows up on Google Maps, you can claim the existing listing. If not, create a new one.
Google will verify that you own the business — usually by posting a card to your address with a code on it, though sometimes they’ll let you verify by phone or email. Once verified, you’ll have access to your dashboard where you manage everything about how your business appears on Google.
Getting your basic information right
This bit sounds obvious, but it’s where most people go wrong. Your basic information needs to be accurate, complete, and consistent with what’s on your website and everywhere else online.
Business name — use your actual business name. Don’t stuff keywords in. “Smith & Sons Joinery” is fine. “Smith & Sons Joinery - Best Joiner in Manchester Kitchens Bathrooms Free Quotes” will get your profile suspended.
Address — your physical address. If you work from home, you can set a service area instead and hide the address.
Phone number — your main business number. Make sure it matches your website.
Website — link to your homepage.
Hours — set your actual opening hours. Update them for bank holidays. Wrong hours are worse than no hours.
Choosing the right categories
Your categories tell Google what kind of business you are, which directly affects what searches you show up for.
Your primary category should be the most specific term that describes your main activity. “Plumber” not “Home Improvement.” “Machine Shop” not “Manufacturing Company.”
Add secondary categories for other things you do. A joinery business might have “Joiner” as primary and “Kitchen Installer,” “Carpenter,” and “Furniture Maker” as secondaries. Don’t go overboard — stick to categories that genuinely describe what you do.
Writing a good description
You get 750 characters for your business description. Use them well.
Write in plain English. Explain what you do, who you do it for, and where you’re based. Mention your key services naturally. Don’t write it like an advert — write it like you’d explain your business to someone at a networking event.
Good example: “Smith & Sons Joinery is a family-run joinery business based in Ashton-under-Lyne, serving Tameside and Greater Manchester. We specialise in bespoke kitchens, staircases, and fitted furniture, with over 25 years of experience working with homeowners and commercial clients.”
Bad example: “BEST JOINER IN MANCHESTER!!! We do kitchens bathrooms staircases doors windows conservatories loft conversions extensions patios driveways landscaping…” You get the idea.
Photos that actually matter
Profiles with photos get 42% more requests for directions and 35% more click-throughs to websites than those without. Those numbers are from Google’s own data. Photos matter.
But not just any photos. Stock photos are useless here — Google can sometimes detect them, and even if they don’t, customers certainly will. You need real photos of your real business.
Here’s what to upload:
Your workspace — shop floor, office, showroom, workshop. Whatever your business looks like, show it.
Your team — people trust people. A few photos of you and your team at work are worth more than any amount of polished marketing.
Your work — finished projects, products, installations. The things you’re proud of.
Your logo and cover photo — these show in your listing, so make them look decent.
Start with at least ten photos. Then add new ones regularly — once a week is ideal, but even once a month keeps your profile looking active and current.
Getting reviews that build trust
Reviews are the most powerful feature of your Google Business Profile. They’re one of the biggest factors in local search rankings, and they’re usually the deciding factor when someone is choosing between two or three similar businesses.
Ask for reviews. Systematically. After every completed job or positive interaction, send a follow-up message with your review link. To find your direct review link, search for your business on Google, click your profile, and look for the “Ask for reviews” option — it gives you a shareable link.
Don’t ask everyone at once. A steady flow of reviews over time looks much more natural to Google than a sudden burst of thirty in a week. Two or three per month is a healthy rate.
Respond to every single review. For good reviews, a simple thank-you is enough. For negative reviews, stay professional and offer to resolve it offline. How you respond to criticism says more about your business than the criticism itself.
Never buy fake reviews or offer incentives. Google is good at detecting this, and the consequences — a suspended profile, removed reviews — are devastating.
Posting updates weekly
Most businesses don’t know this, but you can post updates to your Google Business Profile, similar to social media posts. These show up on your listing and signal to Google that your business is active.
Post about recent projects, new services, team news, or anything relevant. Include a photo with each post. Keep it brief — a couple of sentences and an image is plenty. The goal isn’t to go viral. It’s to show Google and potential customers that your business is active and current.
Using the Q&A section
Your Google Business Profile has a Q&A section where anyone can ask and answer questions. Most businesses ignore it completely, which means random people sometimes answer questions about your business incorrectly.
Take control of it. Add your own frequently asked questions and answer them yourself. “Do you offer free quotes?” “What areas do you cover?” “Do you work weekends?” These common questions, answered accurately by the business owner, are useful for customers and good for your profile.
Check the Q&A section regularly and answer any new questions promptly. An unanswered question on your profile doesn’t look great.
The payoff
A properly maintained Google Business Profile consistently outperforms every other free marketing channel for local businesses. It puts you in front of people who are actively searching for what you do, right now, in your area. And it costs you nothing but a bit of time.
If your profile is sitting there half-finished, or if you don’t have one at all, sorting it out is the single best use of an hour this week.
For help with the broader picture — making sure your website, SEO, and Google profile all work together — have a look at our SEO service or get in touch directly and we’ll point you in the right direction.
Frequently asked questions
How long does it take for a Google Business Profile to start showing in search results?
Once your profile is verified and fully filled out, it can start appearing in search results within a few days to a few weeks. However, reaching the top three in the local map pack depends on factors like reviews, category relevance, and how well your profile is maintained over time. Most businesses see meaningful improvements within two to three months of consistent effort.
Can I have a Google Business Profile without a physical address?
Yes. If you travel to your customers rather than having them visit you — as many tradespeople and service businesses do — you can set a service area and hide your physical address. You’ll still need to provide a real address for verification, but it won’t be shown publicly.
How many Google reviews do I need?
There’s no magic number. More is generally better, but consistency matters more than volume. A business with 30 reviews averaging 4.8 stars, with the most recent from last week, looks much healthier than one with 100 reviews averaging 4.9 stars but nothing new in six months. Aim for a steady stream — even two or three per month makes a real difference.
Is Google Business Profile really free?
Yes, completely free. Setting up and maintaining your profile costs nothing. Google makes its money from the ads that appear above and around the organic results — your profile is part of the organic, unpaid results. It’s genuinely one of the best free tools available for small business marketing.