Your Google Business Profile is the most underutilised marketing asset most small businesses and tradesmen have. It's free. It can put you in front of people actively searching for what you do right now. And most profiles are set up so badly that a couple of hours of work can move you from invisible to page one.
This is the complete setup and optimisation guide.
What Is Google Business Profile and Why Does It Matter?
Google Business Profile (formerly Google My Business) is the free listing that appears in Google Maps and in the local 'map pack' at the top of search results. When someone searches 'plumber near me' or 'electrician Portsmouth,' the three businesses shown in that map section are the ones with well-optimised Google Business Profiles.
These listings get the majority of clicks for local searches -- people see them before they see any website results. If you're not in that map pack, you're invisible to a huge proportion of potential customers.
Complete Profile Setup Checklist
Business Name
Use your actual business name -- exactly as it appears everywhere else. Don't stuff keywords into your business name (e.g. 'Portsmouth Plumber -- Dean's Plumbing Services'). Google flags this and it can get your listing suspended.
Primary Category
The most important setting in your entire profile. Google uses your primary category to decide which searches to show you for. Set it to the most specific description of your main service -- 'Plumber,' not 'Contractor.' 'Electrician,' not 'Home Services.' Then add secondary categories for everything else you offer.
Address and Service Area
If you work from a business premises, enter your full address. If you work from home and visit customers (as most tradesmen do), you can hide your address and set a service area instead. List every town you cover. Google Maps uses this to determine whether to show you for searches in those areas.
Phone Number
Use a number you actually answer. Your Google Business Profile phone number should match the number on your website -- consistency matters for trust signals.
Website
Link to your website. If you don't have one yet, you can leave this blank -- but a website strengthens your overall profile authority.
Opening Hours
Set accurate hours, including whether you take emergency callouts outside normal hours. Keep these updated -- if you're closed on bank holidays, mark it. Profiles with accurate hours get more clicks.
Business Description
You have 750 characters. Use them. Write a description that covers: what you do, where you do it, how long you've been doing it, and what makes you different. Include your main service keywords and the towns you cover -- naturally, not stuffed.
Example for a plumber: 'Dean's Plumbing provides emergency plumbing, boiler installation, bathroom fitting, and central heating services across Portsmouth, Fareham, Gosport, and Waterlooville. With over 10 years' experience, we offer same-day callouts for emergencies and free quotes for all planned work. Gas Safe registered. All work guaranteed.'
Services Section: Don't Skip This
This is where most profiles fall short. The services section lets you list every individual service you offer with its own description. Don't just write 'Plumbing' -- list every service separately:
- Emergency callouts
- Boiler installation and servicing
- Central heating systems
- Bathroom installation
- Leak detection and repair
- Outside tap installation
- Shower installation
Each service listed is an additional keyword signal to Google. The more specific and complete your services section, the more searches your profile will appear for.
Photos: The Biggest Missed Opportunity
Listings with photos get dramatically more direction requests, website clicks, and calls than those without. Yet most tradesman profiles have either no photos or a single blurry one taken in 2019.
What to Upload
- At least 10 photos to start -- exterior, team, completed work, any awards or accreditations
- Before and after shots perform extremely well
- Photos of your van (branded if possible)
- Any certificates or accreditations displayed clearly
How to Optimise Photos
Rename photo files with relevant keywords before uploading. 'boiler-installation-portsmouth.jpg' tells Google more than 'IMG_4521.jpg.' Use clear, well-lit photos -- not dark or blurry.
Keep Adding Photos Weekly
Don't upload 10 photos once and forget it. Add new photos regularly. Google rewards active profiles. One new photo per week is enough to make a difference.
Google Posts: Your Weekly Advantage
Google Posts are short updates that appear on your profile in search results. Most businesses never use them. If you post once a week and your competitors don't, that's a consistent ranking advantage.
Use the 'What's New' post type as your default. Include your main keyword and location naturally. Add a photo. 100-150 words is plenty.
Regular Google Posts are one of the clearest signals of an active, trustworthy business that Google can see. Most tradesmen ignore them completely -- which means doing them at all puts you ahead.
The Q&A Section
Google lets anyone ask questions on your Business Profile -- and anyone can answer them. Pre-populate your own Q&A section with questions customers commonly ask you, and answer them yourself. This gives Google more keyword-rich content to work with, and it answers customer questions before they have to call.
- 'Are you Gas Safe registered?' -- Yes, our Gas Safe registration number is [number]
- 'Do you offer emergency callouts?' -- Yes, we offer same-day emergency callouts across [areas]
- 'How quickly can you come out?' -- For emergencies, typically within 2 hours. For planned work, we usually have availability within a week.
Review Strategy
Reviews are one of the strongest ranking signals for Google Maps -- both the total number and the velocity (how recently you've been getting them). A profile getting regular new reviews will outrank one that got 50 reviews two years ago and hasn't had one since.
Ask every customer after every job. Send a direct link to your review page. Make it easy -- a WhatsApp message with the link takes 30 seconds to send.
The full review strategy, post templates, and day-by-day action plan are all inside the Ranked in 2 Weeks guide.
Google Business Profile
Get Into the Google Maps Top 3 in 2 Weeks
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