How to set up a Google Business Profile

If people search for a service "near me" or in your town, the first thing they usually see is a map with three businesses under it. Those listings come from Google Business Profile, a free listing that Google runs. For most local businesses it brings in more enquiries than the website itself, and the two work best together.

What a Business Profile does

• Shows your business on Google Maps and in the local results on Google Search.
• Displays your opening hours, phone number, website link, photos and reviews in one place.
• Lets customers call you, get directions or visit your website with one tap.
• Gives you simple figures on how people found you and what they did next.

Setting it up, step by step

1. Check whether a listing already exists. Search for your business name and town on Google Maps. If a listing is there, claim it rather than creating a duplicate, because duplicates confuse Google and split your reviews.
2. Sign in with the Google account you'll keep. Use an account the business controls, not a staff member's personal one, so you never lose access.
3. Choose the right category. Your primary category matters more than almost anything else on the profile. Pick the one that best describes what you do, such as "Guest house" or "Plumber", and add a few secondary ones.
4. Add your address or service area. If customers come to you, show your address. If you travel to them, set a service area and hide the address.
5. Verify. Google asks you to prove the business is real. Depending on your business it may offer a short video, a phone or email code, or a postcard. Follow whichever it offers; until you finish, the profile won't show publicly.
6. Fill in everything. Hours (including holiday hours), a short description, your services, photos of the outside, inside and your work, and your website link.

Keeping it working

A profile that is looked after tends to do better than one left alone. Reply to every review, good or bad, politely and briefly. Add new photos now and then. Update your hours before bank holidays. Most importantly, make sure your business name, address and phone number match exactly what is on your website, so Google is confident both belong to the same business.

What not to do

Don't add keywords or town names to your business name that aren't part of your real name, don't buy reviews and don't offer rewards for them. These break Google's rules and can get a listing suspended.

Setting up your Business Profile is part of our SEO service, and in 2026 our "Get on Google" package is included free with every £350 website.

Got more questions? See our Setup, onboarding & Google FAQs or the £350 website package.

Last reviewed 2026-10-30 by the IceWork team.