When someone searches for a plumber, a cafe or a hairdresser near them, the results often show a map panel with business names, ratings and opening hours. That panel is powered by Google Business Profile, and for a local business it is one of the most valuable free marketing tools available. This guide explains how to set one up and improve it without gimmicks.
What is a Google Business Profile?
A Business Profile is a free listing that lets you manage how your business appears in Google Search and Google Maps. It can show your address or service area, opening hours, phone number, website, photos, services and customer reviews. Google changes the features and the management screens from time to time, so some buttons may be in a different place from the steps below.
Step 1: Check whether your business is already listed
Search for your business name on Google while signed in. Sometimes a listing already exists, created from public data or by a former owner. If so, you can request to claim it rather than creating a duplicate. Duplicates confuse customers and can cause problems with verification.
Step 2: Add accurate core details
Enter your exact business name as it appears in real life, with no keywords stuffed in. Google’s guidelines say names should reflect your real-world name, and misleading names can lead to suspension. Add your address if customers visit you, or set a service area if you travel to them. If you work from home and do not want the public to see your address, you can usually hide it when you serve customers at their location.
Step 3: Choose categories carefully
Your primary category matters a great deal because it tells Google what kind of business you are. Pick the most specific option, then add a small number of secondary categories that genuinely apply. A person searching for a plumber should find a plumber, not a vague general contractor.
Step 4: Verify your business
Google verifies profiles to confirm the business is real. Depending on your situation this may be by postcard, phone, email or video. Follow only the official prompts inside the Business Profile process, and be wary of anyone who emails or calls offering to verify your listing for a fee.
Step 5: Add photos, services and a description
Upload clear photos of your premises, team, products and work. Real, well-lit pictures help customers trust you. List your services or products with short descriptions, and write a concise business description that explains what you do and where. Avoid links, phone numbers and promotional wording in the description, which Google’s rules discourage.
More in Business
Reviews: ask, respond, never fake
Reviews influence both rankings and customer decisions. Ask happy customers politely, perhaps with a link or QR code, and reply to every review professionally. Respond to criticism calmly and factually and offer to resolve the issue offline. Never buy reviews or write them yourself. Google’s policies prohibit fake and incentivised reviews, and in the UK the Competition and Markets Authority takes fake reviews seriously, so the risk is real.
Keep it up to date
Check your opening hours before bank holidays and busy periods. Our guide to Christmas bank holidays in 2026 may help you plan seasonal hours. Add posts or offers occasionally, answer customer questions, and remove outdated information. An accurate profile builds trust, and customers who arrive to a closed door are unlikely to return.
Connect it to your website
Your profile should link to a website page that matches what you describe. If you are still setting up online, see our beginner guide to selling online. Keep your name, address and phone details consistent everywhere they appear.
Common mistakes
Typical errors include creating duplicate listings, using a virtual office address that does not meet Google’s rules, choosing wrong categories, ignoring reviews and letting hours go out of date. Avoid these and you are ahead of many competitors. No tool can guarantee a particular ranking, but accurate, active profiles generally give you the best chance of being found.
Common questions
Does a Business Profile cost anything? Creating and managing a profile is free. Be cautious of companies that charge for what you can do yourself, though a good local marketer can still add value with advice and time.
How long do changes take? Some edits appear within hours, while others, particularly name or address changes, may be reviewed and take longer. Be patient and avoid repeated edits.
Can I run a profile without a shop? Yes, if you serve customers at their location you can set a service area. Rules differ for businesses that never meet customers face to face, so read Google’s eligibility guidance.
What if someone leaves an unfair review? You can reply, and you can flag reviews that break policy, such as spam, off-topic content or conflicts of interest. Genuine but harsh reviews generally stay, so handle them with a polite response.
How often should I check it? A quick monthly look at hours, photos, questions and reviews is a realistic routine for most small businesses.
