How to Set Up Google Business Profile Properly

Your next customer is probably doing the same thing you do when you need a local service – they open Google, type what they need, and pick from the map results.

If your business isn’t showing there (or it’s showing with the wrong phone number, old opening hours, or no photos), you’re handing enquiries to someone else. The good news is that setting up a Google Business Profile is free, and once it’s done properly it can drive a steady trickle of calls, direction requests, and website visits without paying for ads.

Below is a practical, UK-friendly walkthrough on how to set up Google Business Profile and avoid the common mistakes that stop local businesses from showing up.

Before you start: what you’ll need

Google is fussy for a reason – it’s trying to protect searchers from fake listings. If you get your details consistent from the start, verification is smoother and you’re less likely to be asked to re-verify later.

Make sure you have your business name exactly as you use it in the real world (signage, invoices, website), your correct address (or your service areas if you travel to customers), a phone number you can answer, your website URL, and your opening hours. Have a couple of decent photos ready too – a logo, a cover-style image, and a few real shots of your work or premises.

One more thing that saves headaches: check that your details match what’s on your website and social profiles. Small differences (like “Road” vs “Rd” or swapping your main number) can confuse Google and customers.

Step 1: check if Google already has you listed

A surprising number of businesses already exist on Google Maps because someone added the location years ago, or because Google pulled data from elsewhere. Start by searching your business name and postcode on Google.

If a profile exists, you’ll usually see an option like “Own this business?” or “Claim this business”. Claiming is better than creating a duplicate. Duplicate profiles can split reviews, confuse customers, and make it harder to rank locally.

If there’s no profile, you’ll create a new one in the next step.

Step 2: create or claim your profile in Google

Sign in with a Google account you control long-term. If you’re a limited company with staff turnover, try not to set it up on a personal account that might disappear later. Ideally, use an account tied to the business.

You’ll be guided to add your business name, category, and location details. Take your time with these.

Your business name should be just your business name. Avoid stuffing it with extra keywords like “Best plumber in Leeds” – it can get the listing suspended, and it rarely helps in the long run.

Your primary category matters more than most people realise. Pick the closest match to what you actually do (for example, “Electrician” rather than “Contractor”). You can add secondary categories later, but your primary category has the biggest influence on what you appear for.

Step 3: choose the right setup for your location

Google will ask whether you have a location customers can visit. This is where it depends.

If you have a shop, office, salon, or studio where customers come to you, add the full address and choose to display it.

If you’re a service-area business (for example, a mobile hairdresser, a roofer, or a domestic cleaner) and you don’t want your home address shown, you can hide your address and set service areas instead. This is often the best option for sole traders working from home.

Be honest here. Trying to game the system with a fake address or a rented virtual office is a quick route to a suspended profile – and getting it reinstated can take time.

Step 4: add contact details that convert

Add your phone number and website. Use your main number, not a personal mobile you might stop using in six months.

If you use call tracking, be careful. It can be useful for marketing, but inconsistent phone numbers across your website, directories, and Google profile can weaken trust signals. If you do track calls, set it up in a way that still shows your core business number as the primary number across the web.

Make sure your website page is relevant. If you have separate pages for each service, don’t send everyone to a generic homepage if a more specific page would help them make a decision.

Step 5: verify the listing (and what to do if it’s awkward)

Verification proves you’re genuinely connected to the business. Options vary, but common methods include postcard verification, phone, email, video verification, or verification through Search Console if your website is already validated.

If you’re offered video verification, follow the instructions carefully and do it in one go. Google often wants to see your location, signage, and proof you’re operating there (for example, access to a branded vehicle, work tools, or the inside of your premises).

If you don’t receive a postcard, don’t keep requesting new ones repeatedly – that can delay things. Check you entered the address correctly, wait the recommended timeframe, then request a new one if needed.

Step 6: complete the profile so it looks trustworthy

Verification gets you on the map. Completing the profile is what helps you win the click.

Start with opening hours. Keep them accurate and update them for bank holidays and seasonal changes. Nothing annoys potential customers faster than turning up to a closed door.

Add your services or products. Service businesses should list specific services customers actually search for (for example, “boiler servicing”, “emergency call-out”, “kitchen fitting”) rather than vague wording.

Write a sensible business description. Keep it human, not salesy. Explain what you do, where you work, and what people can expect. If you have a niche (like working with period properties, offering out-of-hours support, or specialising in a certain cuisine), say so.

Step 7: photos that make people choose you

Photos do a lot of heavy lifting. They help customers trust you before they call.

Upload a clear logo and a strong cover image. Then add real photos: your team (if appropriate), your premises, your vehicle branding, and examples of recent work. For trades, before-and-after shots can work brilliantly. For hospitality, customers want to see the vibe as much as the food.

Keep them current. A profile with photos from five years ago looks neglected, even if you’re excellent.

Step 8: set up messaging and enquiries (only if you can respond)

Google may offer messaging so customers can contact you directly from the profile. It can be a great lead source, but only switch it on if you can respond quickly. Slow replies often lead to missed jobs and poor impressions.

If you’re already stretched thin, it’s better to keep calls as the main route until you can reliably manage messages.

Step 9: reviews – how to get them without being awkward

Reviews are one of the biggest drivers of conversions. They also send quality signals to Google.

The simplest approach is to ask at the right moment: after a job is finished, the customer is happy, and the value is fresh in their mind. Send a short message with the review link and say you’d appreciate feedback.

When you receive reviews, reply to them. Thank people for taking the time, mention the service where relevant, and keep it professional. If you get a negative review, don’t argue. Respond calmly, offer to sort it, and take the conversation offline. Prospective customers read your response as much as the review itself.

Avoid shortcuts like buying reviews or using review gates (only asking happy customers). Google can remove suspicious reviews and, in some cases, restrict your profile.

Step 10: keep it active with small, consistent updates

A Google Business Profile isn’t a “set and forget” asset. You don’t need to post every day, but a little activity goes a long way.

Use Google Posts for occasional updates: a new service, a seasonal offer, or a reminder about holiday hours. Add new photos now and then, especially if you’ve completed work you’re proud of. If you’re in a competitive local market, that ongoing freshness can help you stand out.

Common mistakes that stop local rankings

Most profiles don’t fail because the owner did nothing. They fail because the basics are slightly off.

Inconsistent business details across the web is a big one. If your address is shown one way on your website and another way on your profile, Google can lose confidence.

Choosing the wrong category is another. If you’re not appearing for the searches you want, revisit your category and services list.

And finally, duplicate listings. If you move premises or rebrand, handle the change properly rather than creating a brand new profile each time.

If you want help getting it right

If you’re building a local presence and want your website and Google profile working together, we often see the best results when both are set up with consistent details and clear service pages. If you’d like a hand, LS25 Web Design can guide you through the setup and make sure your online presence looks the part.

A final thought: don’t aim for a perfect profile that never changes. Aim for an accurate one that reflects your real business, updated little and often – that’s what customers trust, and it’s what Google tends to reward.