Google Business Profile: How to Set It Up and Get More Enquiries

Your Google Business Profile is the box that appears when someone searches for your business or for services near them. It shows your hours, photos, reviews, directions and a way to call or visit your website. It's free, and for many businesses it's one of the most effective local marketing tools.

Step 1: claim or create your profile

Search for your business name. If a listing exists, claim it. If not, create one at business.google.com. Choose whether you serve customers at a location, travel to them or both.

Step 2: verify

Google needs to confirm you're real. Verification may happen by phone, email, text, video or postcard, depending on your business. Follow the steps and keep your details accurate, because mismatches slow things down.

Step 3: fill in every section

Business name. Use your real, public name. Don't add keywords or locations that aren't part of it. This is a common cause of suspensions.

Categories. Choose one primary category that matches your core service, and add secondary ones that apply.

Description. Explain what you do, who for and what makes you different, in plain language.

Services and products. List what you offer, with short descriptions and prices if you can.

Hours. Keep them accurate, including special hours.

Contact and links. Add your phone number, website and booking or enquiry link.

Service area. If you travel to customers, list the areas you cover honestly.

Attributes. Mark things like wheelchair access or online appointments where they apply.

Step 4: add real photos and video

Show your premises, your team, your work and your products. Profiles with plenty of recent, genuine photos tend to attract more interaction. Avoid stock images.

Step 5: collect reviews

Reviews build trust and influence local rankings.

• Ask satisfied customers soon after the job is done
• Share a direct link to make it easy
• Never offer discounts or gifts for reviews, which goes against Google's policies
• Don't write reviews yourself or buy them

Step 6: reply to reviews

Reply to every review. Thank people for good ones. For negative ones, respond calmly, acknowledge the issue and offer to resolve it offline. Future customers read your replies.

Step 7: post updates

Posts can share news, offers and events. Keep them short, useful and visual. Regular activity shows the business is active.

Step 8: use questions and messaging wisely

Answer customer questions on your profile, and decide whether to turn on messaging. Only enable it if you can respond quickly.

Step 9: check your insights

Your profile shows how people found you and what they did: calls, website visits and direction requests. Use it to see what's working, and compare with enquiries in your sales tracker.

Common mistakes

• Stuffing keywords into the business name
• Using a fake address or virtual office
• Leaving old hours or an old phone number
• Ignoring reviews
• Having duplicate listings
• Using a personal Google account that isn't shared properly, which causes access trouble if someone leaves

How it fits with your website

Link your profile to a page on your site that matches it, and make sure the name, address and phone number are the same everywhere. Our local SEO checklist for London businesses covers the full picture.

Frequently asked questions

Is a Google Business Profile free?

Yes, creating and managing one is free.

Can I have one without a shop?

Often yes. Service-area businesses can use a profile with their address hidden, within Google's rules.

How long does verification take?

It varies, from minutes to a few weeks depending on the method.

Can you set ours up?

Yes. See our SEO service, or book a consultation.