What is a Google Business Profile?
A Google Business Profile is the free listing that puts your business on Google Maps and in the local “map pack” — that little box of three businesses with a map that shows up when someone searches for something like “plumber near me”. If you do one free thing for your local business this year, make it this.
It’s run by Google, it costs nothing, and for most tradespeople and small local businesses it’s the single highest-impact bit of marketing you can do. Here’s what it is, why it matters, and exactly how to set one up.
Why it matters so much
When someone in your area searches for what you do, Google often shows the map pack above the normal website results. If you’re not in it, you’re invisible to people who are ready to call.
A good profile gets you:
- Found on Google Maps when people search nearby
- A spot in the map pack for local searches
- Reviews that build trust before anyone even calls
- Free clicks and calls without paying for ads
It works hand-in-hand with your website. Think of the profile as your shopfront on Google, and your website as the place that does the selling once they’re interested. You really want both — and they need to agree with each other (more on that below).
How to set one up, step by step
- Go to google.com/business and sign in with a Google account (use a business email if you have one, like yourname@yourbusiness.co.uk).
- Search for your business name. If a listing already exists, claim it. If not, create a new one.
- Choose your main category carefully — this is one of the biggest factors in what you rank for. Pick the closest match (e.g. “Electrician”, “Plumber”, “Roofing contractor”), then add extra categories afterwards.
- Add your contact details: business name, phone number, and website. Get these exactly right.
- Set your address or service area. If customers visit you, add the address. If you travel to them — like most trades — hide the address and list the towns you cover (Hassocks, Burgess Hill, Haywards Heath, Brighton, and so on).
- Verify the listing. Google needs to confirm you’re real, usually by sending a postcard with a code to your address, or sometimes by phone or video. Postcards take a few days, so don’t panic if it’s not instant.
Fill it out properly
Once you’re verified, complete every section you can:
- Services — list everything you offer, with short plain-English descriptions
- Opening hours — keep them accurate, including bank holidays
- Photos — real photos of your work, your van, your team. These get more views than stock images ever will.
- Description — a friendly paragraph about what you do and who you help
A fully completed profile beats a half-empty one almost every time.
Getting and responding to reviews
Reviews are the fuel for your profile. They build trust and they help you rank.
- Just ask. Most happy customers are glad to leave a review — they just forget. Ask at the end of a job while they’re pleased with you.
- Make it easy. Google gives you a short review link you can text or email straight to them.
- Reply to every review — good and bad. A calm, polite reply to a tricky review often impresses readers more than the complaint itself.
- Never buy fake reviews. Google’s good at spotting them and it can get your profile suspended.
Keep it updated and keep NAP consistent
A profile isn’t “set and forget”. Add the odd post or photo, update your hours when they change, and answer questions people ask.
The most important technical thing is NAP consistency — that’s your Name, Address and Phone number. These must be written identically everywhere they appear: your Google profile, your website, your social pages, any directories. Even small differences (like “St” vs “Street”, or two different phone numbers) can confuse Google and quietly hurt your visibility.
This is exactly why your profile and your website should be built to match. For a deeper look at how all this fits together, see our guide to local SEO basics. And if you’re in the trades, our websites for tradespeople are designed to sit neatly alongside your Google profile.
The bottom line
A Google Business Profile is free, fast to set up, and genuinely the best place to start getting found locally. Set it up, fill it out fully, gather a few honest reviews, and keep it matching your website.
If you’d rather not wrestle with it, Page Forge builds fast, affordable one-page websites from our base in Hassocks, West Sussex — and we offer Google Business Profile setup as a £49 add-on so it’s done properly from day one. Get in touch and we’ll get you sorted.
Frequently asked questions
Do I need a website if I have a Google Business Profile?
You really want both. Your profile gets you found on Google Maps, but your website is where you win the customer — showing your work, your prices and your story. They work best together, with matching details across both.
How long does it take to show up on Google?
After you verify (which can take a few days if it’s by postcard), your profile usually appears within a day or two. Climbing up the local rankings takes a bit longer and is helped along by reviews, complete information, and a consistent, well-built website.