If you run a small business in the UK and you have not claimed your Google Business Profile, you are invisible to a large chunk of your potential customers. It is that straightforward.
Google Business Profile is the free listing that appears on the right-hand side of Google search results and inside Google Maps when someone searches for a business like yours. It shows your name, address, phone number, opening hours, photos, reviews, and a link to your website — all without any paid advertising. For a local business trying to get found online, it is one of the most effective tools available, and most small business owners are either not using it or not using it well.
What Google Business Profile Actually Does
When someone searches "electrician in Sheffield" or "hair salon near me," Google does not just show web pages. It shows a map with business listings pinned on it — known as the "local pack" — right at the top of the results. These listings come from Google Business Profile.
If your business is listed and set up properly, you have a real chance of appearing there. If it is not listed, or if your listing is incomplete, Google will show your competitors instead.
The listing also appears when someone searches directly for your business name. A complete, well-optimised profile gives potential customers everything they need to decide whether to contact you — without them ever visiting your website. And when they do click through to your site, they are already warm leads.
How to Set Up Your Google Business Profile
Getting started takes less than 30 minutes. Here is what to do:
1. Go to Google Business Profile and sign in
Visit business.google.com and sign in with your Google account. If you do not have one, create a free Gmail account first.
2. Search for your business
Google may already have a listing for you — especially if your business has been around for a while. Search for your business name and location. If it appears, claim it. If not, click "Add your business."
3. Fill in your business details
This is the most important step, and the one most people rush. Take your time and be thorough:
- Business name: Use your actual trading name. Do not add keywords or location to the name — Google prohibits this and it can get your listing suspended.
- Category: Choose the most accurate primary category for your business. This has a significant impact on which searches you appear in.
- Address: If customers visit your premises, add your address. If you visit customers (like a plumber or mobile dog groomer), you can hide your address and specify your service area instead.
- Phone number and website: Make sure these are correct and consistent with what appears on your website and any other directories.
- Opening hours: Fill these in accurately, including any special hours for bank holidays.
4. Verify your listing
Google needs to confirm that your business is real and that you are who you say you are. For most businesses, this is done by postcard — Google sends a card to your business address with a verification code, which you then enter online. It usually arrives within five working days. Some businesses can verify by phone, email, or video call instead.
Do not skip this step. An unverified listing will not appear prominently in search results.
Getting the Most From Your Profile
Once your profile is live and verified, a basic listing is just the beginning. Here is what separates businesses that get results from those that do not.
Add photos — and keep adding them
Listings with photos get significantly more clicks and direction requests than those without. Add at least:
- Your logo
- A cover photo (a good exterior or interior shot of your premises)
- Photos of your products, services, or completed work
- Photos of your team, if you are comfortable with that
Aim for at least ten photos to start, and add new ones regularly. Google rewards active listings.
Write a compelling business description
You have up to 750 characters to describe what your business does, who it is for, and what makes it different. Write it as you would speak to a customer — plain English, no jargon, focused on the benefit to them. Include your main service and location naturally in the first sentence.
Use the Posts feature
Google Business Profile lets you publish short posts that appear directly in your listing — offers, news, events, or updates. These are free advertising space inside Google's results. Posting once a week keeps your listing active and gives potential customers a reason to engage.
Enable messaging
You can turn on a messaging feature that lets customers send you a direct message from your Google listing. If you are responsive, this can be a significant source of enquiries. If you cannot commit to responding promptly, it is better to leave it off.
Answer questions
The Questions and Answers section of your listing is open to anyone — meaning a member of the public can add a question, and anyone (including your competitors) can answer it. Check this section regularly and answer questions yourself so that the information is accurate.
Reviews: The Part That Really Moves the Needle
Your star rating and the number of reviews you have are two of the most influential things on your Google listing. They affect both how high you appear in local search results and how many people choose to contact you once they see your listing.
The most effective way to get reviews is simply to ask. After you complete a job or a sale, send a follow-up message thanking the customer and including a direct link to your Google review page. You can find this link in your Google Business Profile dashboard. Most satisfied customers are happy to leave a review when it is made easy for them.
Respond to every review — positive and negative. A thoughtful response to a critical review is often more reassuring to potential customers than a wall of five-star ratings with no replies.
Common Mistakes to Avoid
Inconsistent business information: Your name, address, and phone number should be identical on your Google Business Profile, your website, and every other directory you appear in. Inconsistencies confuse Google and can hurt your local rankings.
Choosing the wrong category: If your primary category does not accurately match what you do, you will miss out on the searches that matter most. Take time to research the available categories and choose the closest match.
Letting your listing go stale: A listing with no recent photos, no posts, and no responses to reviews signals to both Google and potential customers that the business is not particularly active. Set a reminder to update your listing once a month at minimum.
Not using all the features: Many business owners set up their profile once and never touch it again. The businesses that get the most from Google Business Profile are the ones that treat it as an active marketing channel — posting updates, collecting reviews, and adding fresh photos regularly.
It Works Alongside Your Website, Not Instead of It
Your Google Business Profile and your website do different jobs, and you need both. Your listing is what gets people to notice you in search results and decide whether to click. Your website is where they go to learn more, read your content, see your full portfolio, and ultimately make contact.
A business without a website will lose customers to competitors who have one, because your listing alone cannot answer every question a potential customer might have. But a business without a Google Business Profile will struggle to be found in local search at all, regardless of how good their website is.
If you want to make sure both are working together effectively, get in touch — we can help you set up a website that supports your local search presence and converts the visitors your Google listing sends you.