For local businesses, Google Business Profile is often the single most valuable free marketing asset. It decides whether you appear in the map results when someone nearby searches for what you offer. This is the checklist we work through with every local client.
1. Get the foundations right#
- Verify the profile, and make sure the owner account belongs to the business, not to an agency or a former employee.
- Use your real business name, exactly as it appears on your signage.
- Choose the most specific primary category that describes your main service, then add relevant secondary categories.
- Set accurate opening hours, including special hours for holidays.
- Add your service areas if you visit customers.
2. Keep your details consistent#
Your business name, address and phone number should be identical on your website, social profiles and directories. Inconsistent details confuse both customers and search engines.
Where to check#
- Your website footer and contact page
- Facebook, Instagram and LinkedIn pages
- Major local directories and industry listings
3. Write a profile that converts#
- Write a clear description of what you do, who you serve and where, in natural language.
- List your services or products with short descriptions and prices where possible.
- Add the attributes that apply to you, such as accessibility or online appointments.
4. Photos and updates#
Profiles with real, recent photos look more trustworthy. Add photos of your storefront, interior, team and work, and keep adding new ones every month. Use updates to share offers, events and news.
5. Reviews#
- Ask every happy customer for a review, using a short link or QR code.
- Reply to every review, positive or negative, within a few days.
- Never buy reviews or offer incentives for them; it breaks Google's policies.
Reviews are not just a ranking factor. They are the first conversation a new customer has with your business.
6. Measure what matters#
Use the profile's performance report to track calls, direction requests and website clicks each month. Add tracking parameters to your website link so visits from your profile show up separately in Google Analytics.
