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

If you don't have a Google Business Profile, you're invisible when someone searches for your trade 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:

Go to business.google.com
Click "Manage now"
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")
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:

Postcard verification (most common)

Google sends a postcard to your business address
Takes 5-7 days to arrive
Contains a verification code you enter online

Phone 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

Don't skip verification. Without it, your profile won't appear in search results, and you can't collect 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.

Service area

List every town, postcode area, and radius you cover. The broader your service area, the more searches you'll appear in.

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."

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 van or work vehicle with signage
You and your team in work clothes
Your tools and equipment
Before and after shots of recent work
Customer testimonials (screenshots of messages or letters)

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 van/signage 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.

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

The link will look something like: https://g.page/yourbusinessname/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:

Contact recent customers: Text your last 10-20 happy customers asking for a review
Set up a system: After every new job, send a review request within a few hours
Use your review link: Include the direct link in every request
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.

Most tradespeople need 40-80 reviews to rank competitively in their local area, depending on the competition.

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 van 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.

Add Q&A

Customers can ask questions about your services. Answer promptly and add common questions yourself with helpful answers.

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:

Set up your profile following the steps above
Complete every field thoroughly
Upload at least 10 photos of your work, team, and van
Get your review link and save it in your phone
Contact 10 recent customers asking for your first reviews
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.