When someone searches for “hairdresser near me” or “plumber in [your town]”, Google shows a map with three businesses at the top. Whoever appears there gets the phone calls. That map is filled with your Google Business Profile: free, and easy to set up properly in an hour. In this article you will learn step by step how to complete your profile, so customers find you and choose you.

What is a Google Business Profile?

Your Business Profile (formerly “Google My Business”) is the panel with your name, address, opening hours, photos and reviews that appears in Google Search and Google Maps. For many customers it is their first introduction to your business, even before they visit your website. An empty or outdated profile therefore costs you enquiries, even if your website is fine.

Step 1: claim your profile

Search Google for your business name. If you see a panel for your business on the right (or at the top on mobile) with the link “Own this business?”, click it. If your business isn’t listed yet, go to business.google.com and choose to add your business. Sign in with a Google account that belongs to your business, preferably not the personal account of one employee.

Step 2: get your business verified

Google wants to be sure you are the owner. Usually Google asks for a short video showing your premises, your business name (for example on the façade or an invoice) and your workplace. Sometimes a text message, email or phone call is enough. Your changes only become visible after verification, so do this straight away.

Step 3: choose the right primary category

The primary category is the most important setting in your profile: Google largely uses it to decide which searches you appear for. Choose the category that best describes what you are, not what you also do. A bakery that also serves coffee chooses “Bakery” as its primary category and adds “Coffee shop” as an additional category.

Step 4: enter name, address and phone number exactly

  • Name: your real business name, without extra keywords. “Smith’s Bakery”, not “Smith’s Bakery best bread London”; the latter breaks the rules and can get your profile suspended.
  • Address: exactly as on your website and in your official business registration. Do you work at customers’ locations without a shop? Then hide your address and set your service area.
  • Phone number and website: a number you actually answer, and a link to the right page of your site.

Step 5: set your opening hours, including public holidays

Nothing is as frustrating as standing in front of a closed door while Google says you are open. Enter your regular opening hours and use special hours for public holidays and vacations. Google often sends you a reminder before holidays; a quick confirmation is enough.

Step 6: write a description for people

You have up to 750 characters. Start with what you do and for whom, mention your town or region, and finish with what sets you apart. Write the way you would tell a customer, not as a list of keywords. Links and discount offers don’t belong here.

Step 7: add photos (and keep doing so)

Profiles with good photos get more clicks. Make sure you have at least:

  • your logo and a cover photo;
  • the exterior of your premises, so people recognise you when they are at your door;
  • the interior, your team at work and your products or results.

Use real, recent photos instead of stock images and add a few every month. Tip: your phone is more than good enough, as long as you shoot in daylight.

Step 8: add your services or products

Under Services or Products you can add a short description and, if you like, a price for each item. That helps Google show you for specific searches (“gutter replacement”, “gluten-free bread”) and helps customers decide faster.

Step 9: ask for reviews and reply to every review

For most people, reviews are the deciding factor. Here is how to get more:

  1. In your profile, copy the link to ask for reviews.
  2. After a successful job, send it personally to your customer by email or WhatsApp. A short, personal message works much better than a general request.
  3. Reply to every review within a few days. Say thank you for a positive review, and stay calm and solution-focused with a negative one. Future customers are reading along.

Never buy reviews and never offer a reward in exchange for a review: it breaks Google’s rules and can seriously damage your profile.

Step 10: post an update now and then

With Updates you post a short message with a photo in your profile: a new service, an offer, a finished project. It takes five minutes and shows that your business is active. Once a month is fine.

Measuring is knowing: under Performance your profile shows how many people viewed it, which searches they used to find you and how often they called or asked for directions. Take a look every month. That way you can see whether your changes are paying off.

Common mistakes

  • Two profiles for the same business (for example after a move). Have the old profile merged or marked as moved.
  • A different address or phone number than on your website. It confuses Google, and it will show you less often.
  • Letting the profile be managed through the account of a former employee or a previous agency. Make sure you are always the owner and add others only as managers.

Your profile and your website strengthen each other

Your Business Profile brings people to your website; your website convinces them to get in touch. If the information matches in both places and your site loads quickly, Google rewards that with better positions. On our page about findability in Google and AI you can read how we tackle this together with you, including setting up your Business Profile.

Curious how findable your business is right now?

Leave your website address below. We will look at your site and your Business Profile, and you will receive a personal report by email with the three improvements that deliver the most. Free and without obligation.

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