Google Business Profile: A Setup Checklist for Trades

Your Google Business Profile is the free listing that shows your business on Google Maps and in the box at the side of the search results. For a local trade it is the single most valuable thing you can set up online, and it costs nothing.

Work through this list in order. Set aside about half an hour.

Before you start

• Check you do not already have one. Search your business name on Google Maps. If a listing exists, claim it instead of making a second one. Duplicates cause problems.
• Use a Google account you will keep. Use an account that belongs to you, not a web designer or a former employee. The profile is yours and should stay under your control.

The basics

• Business name. Your real trading name, exactly as it appears on your van and invoices. Do not add keywords or towns.
• Primary category. The most specific one that matches your main work: "Plumber", "Electrician", "Roofing contractor", "Heating contractor" and so on.
• Secondary categories. Add any others that genuinely apply.
• Address or service area. If customers do not visit you, choose to hide your address and list the areas you serve instead. You can add towns, cities or postcodes.
• Phone number. The one you actually answer.
• Website. Link to your site. If you do not have one, this is a good reason to get one.
• Opening hours. Be honest. If you take emergency calls round the clock, say so. If you do not, do not.

Verification

Google will ask you to prove the business is real before the profile goes live. These days that is often a short video showing your tools, van, signage or paperwork, though some businesses are offered a phone call, text or postcard instead. Follow whichever method you are given. It can take a few days to be approved.

Filling it in properly

• Services. Add each job you do, with a sentence or two of description.
• Business description. A short, plain summary of what you do and where. Write it for customers.
• Photos. Finished jobs, work in progress, your van, you and your team. Real photos, not stock images.
• Logo and cover photo.
• Attributes. Tick the ones that apply.

Keeping it alive

• Add new photos after good jobs.
• Ask for a review after every job. Here is how to make that easy.
• Reply to every review, good or bad.
• Update your hours for bank holidays.
• Check the email address on the account now and then. Google sends warnings there if something needs your attention.

A profile that is complete and kept up to date will beat a neglected one. If you would rather not do the upkeep yourself, it is included in every FOUND subscription.