For your business6 min read

How to set up your Google Business Profile (and why it matters)

Google Business Profile is the single most important free tool for any local service business. Here's how to set it up properly — and what most businesses get wrong.

Step-by-step

What Google Business Profile actually is

When you search for 'plumber near me' or 'nail salon London' and see a map with three business listings — that's Google Business Profile (GBP). It's a free listing that shows your business name, category, address, phone number, hours, photos, and reviews in Google Search and Google Maps. For local service businesses, it's often the first thing a potential customer sees — before your website, before your Instagram, before anything else.

Create or claim your listing

Go to business.google.com and sign in with a Google account. Search for your business name. If it already exists (Google sometimes auto-generates listings), claim it. If not, create a new one. Choose your business category carefully — this is one of the most important ranking factors. Choose the most specific category that fits: 'Dog groomer' not just 'Pet service'. You'll need to verify your listing, usually by receiving a postcard at your business address.

Fill in every section — most businesses skip these

Most businesses set a name and phone number and stop. That's leaving ranking potential on the table. Fill in: your full service area (list specific towns and postcodes, not just your city), opening hours including special hours for holidays, your website URL, a detailed business description (500 characters, include your main service and location naturally), and all applicable attributes (e.g. 'Women-owned', 'Wheelchair accessible', 'Online appointments'). Every filled field is a signal to Google.

Upload photos that make people choose you

Businesses with photos receive 42% more requests for directions and 35% more click-throughs to their website. Upload at least: a profile photo (your logo or a professional headshot), a cover photo (your best work or your premises), 3–5 photos of your work or service in action, and a photo of the exterior so customers can recognise you. For visual trades — grooming, nail art, tattoos, cleaning — before-and-after photos are exceptionally effective. Add new photos regularly; fresh content signals an active business.

Set up reviews and respond to every one

Reviews are the single biggest ranking factor in the Google Maps local pack. Get your Google review link from your GBP dashboard (under 'Get more reviews') and share it with customers right after a job — by text, email, or verbally. Aim for at least 10 reviews in your first month; 50+ puts you in a strong position. Respond to every review, positive or negative. A professional response to a negative review often reassures potential clients more than the review itself worried them.

Link your website — this is where GBP and your site work together

A GBP without a website link is missing half its value. When someone finds you on Google Maps, they often want to see more before contacting you — your services in detail, your prices, your portfolio, your booking calendar. Add your website URL to your GBP profile. If you don't have a website yet, building one takes under a minute with modern AI builders and you can add the link the same day. The combination of a complete GBP plus a clear website is what consistently turns searches into enquiries.

Tips & best practices

▸Post to your GBP at least once a week — photos of recent work, seasonal offers, or answers to common questions. GBP posts appear directly in Search and Maps and signal that your business is active.
▸If your business serves customers at their location (mobile dog groomer, cleaner, electrician), hide your home address in GBP settings and set a service area instead. Don't list a residential address publicly.
▸Watch for duplicate listings — Google sometimes creates them. If you find one, request to merge them through the GBP support team, as split reviews hurt your ranking.

Common questions

Is Google Business Profile actually free?

Yes, completely. Google has no paid tier for GBP listings. Google Local Service Ads are a separate paid product — you don't need them to appear in Maps.

How long does verification take?

Postcard verification takes 5–14 days. Some businesses are eligible for instant video verification, which takes a few minutes. Check what options are offered when you create your listing.

Does a Google Business Profile replace a website?

No. GBP shows basic info in Maps and Search. A website lets you control the full story — detailed services, prices, FAQs, booking calendar, and testimonials. They work together: GBP drives discovery, your website closes the sale.

How do I rank higher in the Google Maps local pack?

The three main factors are: proximity (how close you are to the searcher), relevance (how well your category and description match the query), and prominence (review count, review quality, and how often your website is linked from other sites). Focus on reviews first — they're the fastest lever.