What Google Business Profile gives you
It's the panel that appears on the right of Google search results and the pin that shows on Google Maps. It carries your phone number, hours, photos, services and reviews — and it's what drives the three-result "map pack" for searches like "plumber near me".
Step 1 — create or claim the profile
Go to google.com/business and sign in with a Google account you'll keep long term (not a personal address you might lose). Search your business name first — Google may already have an unclaimed listing created from other data. Claim it rather than creating a duplicate.
Step 2 — choose "service area business"
Most trades work at the customer's property, not from a shop. Select the service-area option and hide your address. You'll still rank locally, but your home address stays private. Then add the towns and postcode areas you cover — realistically, not optimistically.
Step 3 — categories
Your primary category carries the most weight. Pick the closest exact match: "Plumber", "Electrician", "Roofing contractor", "Heating contractor". Then add secondary categories for the other work you do. Don't pick categories for work you don't actually offer.
Step 4 — verify
Google will verify by video, phone, email or postcard depending on your setup. Video verification is now common: you'll be asked to film your van signage, tools and any business paperwork. Have those to hand before you start, and don't stop the recording halfway.
Step 5 — fill in everything
- Services — list them individually ("boiler repair", "power flush", "landlord gas safety check") with a sentence each.
- Hours — real ones, plus a note if you do emergency callouts.
- Photos — logo, van, at least ten job photos. Profiles with photos get significantly more calls.
- Description — 750 characters, plain language, mention your trade and main towns naturally.
- Booking/quote link — point it at your quote request page or website contact form.
Step 6 — reviews, consistently
Get your short review link from the profile and text it to every customer the day the job's finished. Ten reviews in ten weeks beats forty reviews from three years ago. Reply to all of them, including the awkward ones — a calm, factual reply to a poor review reads better to future customers than no reply.
Step 7 — keep it alive
Post an update every few weeks — a finished job, a seasonal reminder about boiler servicing, a note about availability. Add new photos monthly. Active profiles hold their position better than dormant ones.
Mistakes that cost you the map pack
- Keyword-stuffing your business name ("Dave's Plumbing Leeds Emergency Plumber 24/7") — it's against the guidelines and gets reported.
- Using a call-tracking-only number that doesn't match your other listings.
- Creating duplicate profiles for the same business.
- Leaving the profile unverified.
- Ignoring the Q&A section — anyone can answer questions about your business, including competitors.
Then broaden out
Once Google's done, add your free Job Snapper directory listing and work through the submission list so your details are consistent everywhere.