Found on Google Maps? A plain-English guide to your Google Business Profile
Why your Google Business Profile matters
When someone searches for a plumber, a dentist or a restaurant near them, Google often shows a map with a short list of local businesses above the usual results. Your Google Business Profile is the free listing that decides whether you appear there and what people see when you do: your name, address, opening hours, phone number, photos and reviews.
For a small business this is often the first impression a customer gets, before they ever see your website. If the details are missing or wrong, people move on to the next name on the map. If they are complete and current, the customer can call you, get directions or read reviews in a few seconds.
This guide walks through claiming and setting up your profile in plain English. You do not need technical skills. Set aside an hour, have your business details to hand, and work through the steps in order.
Step 1: Find out whether your business is already listed
Your business may already have a listing on the map. Search for your business name and town on Google or Google Maps. If a listing appears, look for the option to claim or manage it. If nothing appears, you can add your business as a new listing.
Use a Google account that belongs to the business, not a personal one. If a staff member leaves, you do not want them to be the only person with access.
Step 2: Enter your core details
Fill in your business name exactly as it appears on your shop front or invoices. Do not add taglines or extra marketing information to the name, as this can cause problems with your listing.
Then add:
- Your address, or your service area if you travel to customers
- Your phone number
- Your website address
- Your main category, such as "Dentist", "Barber shop" or "Plumber"
Choose the category that describes your main work most closely. You can add secondary categories later for other services you offer.
Step 3: Verify that the business is yours
Google asks you to verify your business so you can prove you are connected to it and get control of the profile. Until you verify, you can't manage or edit it. While your verification code is pending, don't edit the business name, address or category. Depending on your business and location, you may be offered verification by phone, text, email, video or a postcard to your address. Follow the option Google gives you and keep an eye on the account until it is complete. Methods vary, so check what Google offers for your listing.
Step 4: Add hours, services and a description
Enter your opening hours for every day, including days you are closed. Update them for public holidays and special occasions such as Eid, Christmas or local festivals, so customers do not turn up to a closed door.
List the services or products you offer. Write a short description in your own words: what you do, who you do it for and where. Keep it factual and friendly, and avoid shouting or filling it with repeated keywords.
Step 5: Add real photos
Upload clear photos of your shopfront, the inside, your team and examples of your work. Real photos work better than stock images, because customers want to see what they will actually find. Add new photos from time to time to show the business is active.
Step 6: Ask for reviews and answer them
Reviews are one of the most visible parts of your profile. Customers read them to decide whether to trust you.
Ask happy customers to leave a review soon after a job is done, while the experience is fresh. You can share a direct link to your review page by message, email or on a printed card. Never offer payment, discounts or gifts in return for reviews: Google strictly prohibits incentives for reviews (support.google.com/business/answer/3474122). Reviews should reflect a genuine experience of your business.
Reply to every review, good or bad. Thank people who praise you. For a negative review, stay calm, apologise where it is fair to do so, and offer to put things right offline. Future customers often read your replies as much as the review itself.
If you want to make this routine, a simple automated message can send a review request after each completed job. This is something we build for clients; see our scripting and automation service and our email and SMS campaigns. Only message people who have dealt with your business or agreed to hear from you.
Step 7: Keep the profile alive
A profile is not a one-off job. Check it every month or so. Update your hours, answer new reviews, add a few photos and share news, offers or events using the posts feature if it is available for your listing. Check that the phone number and website link still work, and reply to messages from customers if you have messaging switched on.
How your profile fits with your website
Your profile and your website should agree with each other. Use the same name, address and phone number on both, and on other places that list you, such as directories and social pages. Consistent details help customers trust you. If you want help with the wider picture of being found locally, our SEO service covers this.
Common mistakes to avoid
- Using a personal account that only one person can reach
- Adding taglines or extra marketing information to the business name
- Leaving old opening hours online
- Ignoring reviews, especially negative ones
- Using an address where customers cannot actually visit you
- Creating several listings for the same location
What to expect
No one can promise a particular position on the map. A complete, accurate and active profile gives you the best chance of being found, but results vary and depend on your area, your competitors and your reviews.
Your next step
Start with the basics: claim the listing, check every detail, add real photos and ask your next few happy customers for a review. Then put a reminder in your diary to check the profile each month.
If you would like a hand with your profile, your website or follow-up after a job, get in touch and we will talk it through with you.
