How to Set Up a Google Business Profile for Your Business (Step-by-Step)

If you don't have a Google Business Profile, you're invisible when someone searches for a business like yours in your area. Setting one up is free and takes about 15 minutes. Here's exactly how to do it.

What is a Google Business Profile and why do you need one?

A Google Business Profile (formerly called "Google My Business") is your free business listing that appears on Google Maps and in local search results.

When someone searches "plumber near me", the three businesses that show up in the Map Pack all have Google Business Profiles. It shows your:

• Business name and category
• Phone number and website
• Address or service area
• Opening hours
• Customer reviews and star rating
• Photos of your work
• Business description

Without a Google Business Profile, you literally cannot appear in the Map Pack. You'll be invisible to most local customers, no matter how good your work is.

For more context on how Google decides who appears in local search, read our guide on how Google's local search algorithm works.

Step 1: Create or claim your profile

First, check if a profile for your business already exists:

1. Go to business.google.com
2. Click "Manage now"
3. Search for your business name and location

If your business already exists:

Google sometimes creates basic profiles automatically based on online mentions of your business. If you find an existing listing:

• Click "Claim this business"
• Follow the verification process
• You'll then be able to edit and manage the profile

If your business doesn't exist:

Click "Add your business to Google" and fill in the form:

• Business name: Use your exact legal/trading name
• Business category: Choose the most specific option (e.g., "Plumber" rather than "Contractor", or "Dentist" rather than "Health")
• Location: Add your business address or choose "I deliver goods and services to my customers" if you go to them

Important: Don't stuff keywords into your business name. "Smith Plumbing" is fine. "Smith Plumbing Best Plumber London 24/7" will get you penalised.

Step 2: Verify your business

Google needs to verify you're a real business before your profile goes live. You'll have several options:

Google decides which options to offer based on your business, so you may only see one or two of these.

Video verification (most common)

• You record a short, continuous video on your phone and upload it
• Show where you are (your street or signage), your premises, tools or van, and proof you manage the business, such as unlocking your premises or showing branded paperwork
• Google reviews it, usually within a few working days

Phone or text verification

• Available for some businesses
• Google calls your business number with a verification code
• Instant verification if available

Email verification

• Rare, but sometimes offered
• Google sends a verification email
• Usually for businesses already known to Google

Postcard verification

• Now rare, but still offered for some businesses
• Google posts a code to your business address, which can take a week or two to arrive
• Don't request a second postcard while you wait. It cancels the code on the first one

Don't skip verification. Without it, your profile won't show properly in search results, and you can't reply to reviews or manage your listing.

Step 3: Fill in every single field

Google rewards complete profiles. Fill in everything, even if it seems optional:

Business name

Your exact legal or trading name. No keywords, no promotional text.

Categories

• Primary category: Choose the most specific option (e.g., "Hair salon", "Dentist", "Plumber", "Restaurant")
• Secondary categories: Add all relevant ones. An electrician might add "Lighting Contractor" and "Electrical Installation Service"

Address or service area

If customers visit you, add your exact address and check the map pin. If you go to your customers, list every town and postcode area you cover. If you do both, you can show your address and a service area.

Contact information

• Phone number: Your main business number
• Website: If you have one (not essential, but helpful)

Opening hours

Even if you work 24/7, set realistic hours when customers can expect responses. You can always add "Available for emergencies" in your description.

Business description

This is crucial. Write 2-3 sentences explaining:

• What you do
• Areas you cover
• What makes you different (experience, emergency service, etc.)

Example for a plumber:
"Qualified plumber serving Birmingham and surrounding areas for over 10 years. We specialise in boiler repairs, bathroom installations, and emergency callouts. Fast, reliable service with all work guaranteed."

Example for a salon:
"Friendly independent hair salon in the centre of Harrogate, offering cuts, colour and balayage. Open late on Thursdays, with free parking behind the salon."

What NOT to do

• Don't use a fake address. Google will suspend your profile
• Don't keyword-stuff your business name. "Best Plumber London Emergency 24/7" will get you penalised
• Don't choose irrelevant categories. Stick to what you actually do
• Don't copy descriptions from competitors. Be authentic

Step 4: Add photos

Photos make a huge difference. Google Business Profiles with photos get significantly more clicks and calls.

Essential photos to upload:

• Your logo or business sign (if you have one)
• Your premises, inside and out, or your van if you go to customers
• You and your team
• Your work: dishes, haircuts, finished jobs, treatment rooms
• Before and after shots where they make sense

Aim for at least 10 photos initially, then add 2-3 new photos every month. Google rewards active profiles that show fresh content.

Photo tips:

• Good lighting and clear images work best
• Show your face. Customers trust businesses with real people
• Include your shopfront, signage or van to look established
• Before/after photos prove your expertise

Step 5: Get your Google Review link

This is one of the most important steps. You'll need this link to ask customers for reviews.

1. In your Google Business Profile dashboard, click "Get more reviews"
2. Google will show you a direct link to your review page
3. Copy this link. You'll use it in text messages and emails to customers

The link will look something like: https://g.page/r/ followed by a string of letters and numbers, ending in /review.

Save this link in your phone. When you ask customers for reviews, send them this direct link rather than asking them to search for your business.

For detailed guidance on when and how to ask for reviews, check our guide on the best time to ask for a Google review.

Step 6: Start collecting reviews

Your profile is set up, but it's not doing much good with zero reviews. An empty review section looks unprofessional and won't help you rank.

Quick start strategy:

1. Contact recent customers: Text your last 10-20 customers asking for a review
2. Set up a system: After every job or appointment, send a review request within a few hours
3. Use your review link: Include the direct link in every request
4. Follow up once: If they don't respond in 48 hours, send one polite reminder

Your goal is to get your first 10-15 reviews as quickly as possible, then maintain a steady flow of 2-4 new reviews per month.

How many reviews you need depends on your local competition. Here's how to work out your target.

Common mistakes to avoid

Using a PO Box or virtual address

Google requires a real address where your business operates. Virtual offices and PO Boxes can get your profile suspended.

Adding keywords to your business name

Your business name should be exactly what's on your invoices and signage. Don't add "Best Plumber London" or "Emergency 24/7" to your name.

Ignoring the profile after setup

Google favours active profiles. Log in monthly to:

• Add new photos
• Respond to reviews
• Update information if anything changes
• Post updates about your services

Not responding to reviews

When customers leave reviews, respond within 24-48 hours. A simple "Thanks for the review, John!" shows Google and potential customers that you care.

For templates and guidance on responding to different types of reviews, see our complete guide to review responses.

What happens next?

Once your profile is live and you start collecting reviews, you should see improvements within 2-6 months:

• Month 1: Your profile starts appearing in searches
• Months 2-3: As you collect reviews, you rank higher
• Months 4-6: Steady stream of calls from Google searches

The key is consistency. Keep adding photos, collecting reviews, and staying active on your profile. Google rewards businesses that show ongoing engagement with customers.

Advanced tips for established profiles

Once your basic profile is set up, you can improve it further:

Use Google Posts

Share updates, special offers, or recent work directly on your profile. Post monthly to show you're active.

Answer common questions in your description and services

Google has replaced the old Questions & Answers section with AI-generated answers, which draw on the information in your profile and your reviews. So make sure the questions customers ask most (parking, areas you cover, emergency call-outs, whether you take walk-ins) are answered in your description and services list.

Monitor your insights

Google shows you how customers find your profile, what they do when they visit, and how many call or visit your website.

Keep information current

Update your hours for holidays, add new services, change phone numbers immediately. Outdated information frustrates customers and hurts your ranking.

Troubleshooting common issues

"My profile was suspended"

Usually caused by fake addresses, keyword-stuffed names, or suspicious review activity. Contact Google support and fix the underlying issue.

"My profile isn't showing in searches"

Check it's verified, complete, and has some reviews. New profiles take time to appear prominently.

"I have duplicate profiles"

Request removal of duplicates through Google Business Profile support. Having multiple profiles confuses Google and hurts your ranking.

Your action plan

Here's what to do this week:

1. Set up your profile following the steps above
2. Complete every field thoroughly
3. Upload at least 10 photos of your work, team and premises
4. Get your review link and save it in your phone
5. Contact 10 recent customers asking for your first reviews
6. Set a monthly reminder to add new photos and check for reviews to respond to

Remember: your Google Business Profile is your digital shopfront. Invest time in making it complete, professional, and active. It's the foundation for all your local SEO efforts.