What a Google Business Profile does
A Business Profile is your listing on Google Search and Google Maps. It can show your name, category, hours, phone number, website, photos, services and customer reviews. For local searches such as a service plus a city or neighbourhood, it is often the first thing customers see.
Set it up properly
Create or claim your profile and complete verification - Google chooses the available method for your business, such as phone, email, video or a mailed code. Use your real business name exactly as it appears in the real world. Adding extra keywords or a location to the name breaks Google's guidelines and can get the listing suspended.
Choose the most accurate primary category, since it strongly influences the searches you can appear for, and add secondary categories only where they are genuinely true. If you visit customers rather than serving them at a shop, set the profile up as a service-area business and hide your address if customers do not visit you there.
Keep your details consistent
Your business name, address and phone number should match across your website, social profiles and any directories you list on. Inconsistent details confuse both customers and search engines. Make sure your website contact page shows the same details as your profile.
Photos, services and updates
Add clear, original photos of your premises, team, products and completed work. List your services with accurate descriptions and keep opening hours current, including holidays. Profiles that are complete and actively maintained give customers more reasons to choose you.
Reviews
Ask happy customers to leave an honest review and make it easy by sending them your review link. Reply to every review professionally, including the negative ones. Do not buy reviews, offer rewards in exchange for them or review your own business - Google can remove them and penalise the profile.
Connect it to your website
Link the profile to a fast website with a page for each core service and a clear contact page. The profile helps you appear in local results; the website provides the depth that convinces people to get in touch. Use the same wording for your services on both.
Frequently asked questions
Is Google Business Profile free?
Yes. Creating and managing a profile costs nothing.
Can I have a profile without a shop?
Often yes, as a service-area business, provided you serve customers at their location or by appointment. Follow Google's eligibility guidelines for your type of business.
Does a Business Profile replace a website?
No. The profile helps local visibility, while a website gives you full control over your content, lead capture and search presence beyond Maps.
Need help applying this to your business? Talk to Entrix II →