Google Business Profile: the secret weapon for local businesses
A well-optimised Google Business listing can bring you more clients than a website alone. Here's how to get the most out of it as a tradesperson, retailer or self-employed professional.
You have a good website, but nobody finds you on Google? The problem may come from somewhere you’re not looking: your Google Business Profile (formerly Google My Business).
It’s free, it’s powerful, and the majority of small businesses aren’t using it to its full potential.
What Google Business Profile is
When someone types “plumber London” or “restaurant Manchester” into Google, they see a map appear with several businesses and their details. This is the Local Pack — and appearing there is often more valuable than ranking well in organic results.
Google Business Profile is the listing that puts you there. It’s where people see your address, hours, photos, reviews and phone number — before they even visit your website.
The 5 elements to get right
1. Basic information — accurate and complete
Exact name, full address, phone number, website, opening hours. It seems obvious, but 40% of Google listings contain incorrect or incomplete information. A misspelt address or outdated hours and you’re losing customers.
2. Primary category — choose precisely
“Contractor” is too vague. “Plumber”, “Electrician”, “Hair salon” — Google uses this category to decide which searches you appear for. Choose the most specific category possible for your main activity.
3. Photos — and not just any photos
Listings with photos receive 42% more direction requests and 35% more website clicks. Add real photos of your premises, your team, your work. No generic stock photos.
Ideally: one striking cover photo, 10+ photos of your work, a team photo.
4. Reviews — actively ask for them
Google reviews have a direct impact on your local ranking and on the trust of your prospects. Not asking satisfied clients for reviews is leaving money on the table.
Send a simple message after each job: “If you’re happy with our work, a Google review would help us enormously.” With a direct link to your profile. You’ll be surprised by the response rate.
5. Google Posts — publish regularly
Few business owners know this: you can publish posts on your Google listing, just like a social network. New service, promotion, recent project… Google likes active listings and ranks them higher in results.
One post per week is enough to make a difference compared to your competitors who post nothing.
Google Business + Website: the winning combination
A Google Business listing alone can bring you enquiries. But combined with a professional, fast website, it becomes a real client-generating machine.
The typical local client journey:
- They search “graphic designer London” or “web designer Bristol”
- They see your listing in the Local Pack
- They click through to your website
- They see a professional site that inspires trust
- They contact you
Every link in the chain matters. An incomplete listing or a slow website and the client goes to a competitor.
Don’t have a Google Business listing yet, or yours isn’t optimised? Get in touch — we can talk about it during your free quote.