Google Business Profile: Get Found Locally

When someone in your area searches for "plumber near me," "freelance photographer in Manchester," or "bookkeeper Bristol," Google doesn't just show a list of websites. It shows a map with local businesses pinned on it, complete with star ratings, opening hours, photos, and contact details. That's the Google Business Profile (formerly Google My Business) in action — and if you're not on it, you're invisible to a huge segment of potential local clients.

The best part? It's completely free. Setting up and optimising a Google Business Profile is one of the highest-return marketing activities any sole trader can undertake, and it doesn't require any technical expertise. This guide walks you through the entire process, from initial setup to advanced optimisation strategies that will help you outrank your local competitors.

Why Your Google Business Profile Matters

Before diving into the how, let's establish the why. The statistics are compelling:

• 46% of all Google searches have local intent, according to research from Think with Google
• 76% of people who search for something local on their phone visit a related business within 24 hours
• 28% of those local searches result in a purchase
• Businesses with complete Google Business Profiles are 70% more likely to attract location visits

For sole traders who serve a local area — tradespeople, consultants, therapists, tutors, photographers, cleaners, and countless other professionals — your Google Business Profile is often the first point of contact with potential clients. It appears in Google Maps, in the "local pack" (the map section that appears at the top of search results for local queries), and in Knowledge Panels when someone searches for your business by name.

Unlike your website, which requires SEO efforts to rank in organic results, your Google Business Profile can appear prominently in local search results relatively quickly, especially in less competitive areas. It's the closest thing to free, guaranteed local visibility that exists in digital marketing.

Setting Up Your Google Business Profile

Step 1: Create or Claim Your Profile

Go to business.google.com and sign in with a Google account. If you don't have one, create one — preferably using a business email address.

Search for your business name. If it already appears (Google sometimes creates profiles automatically from public data), claim it. If not, click "Add your business" and follow the prompts.

You'll be asked for:

• Your business name (use your actual trading name)
• Your business category (choose the most accurate primary category — you can add additional categories later)
• Whether you have a physical location customers can visit
• Your service area (if you travel to customers rather than having them visit you)
• Your contact details (phone number, website URL)

Step 2: Verify Your Business

Google needs to confirm that your business is real and that you have the authority to manage the profile. Verification methods include:

• Postcard: Google sends a postcard with a verification code to your business address (takes 5-14 days)
• Phone: An automated call or text with a verification code (not always available)
• Email: A verification code sent to your business email (not always available)
• Video: A live video call where you show your business location and documentation
• Instant verification: Available if your business is already verified through Google Search Console

The postcard method is most common for new businesses. Once you receive the code, enter it in your Google Business Profile dashboard to complete verification.

Step 3: Complete Every Field

This is where many sole traders fall short. They create a profile, get verified, and then leave half the fields empty. Google rewards completeness — profiles with all information filled in rank higher in local search and are more likely to be shown to potential clients.

Fill in absolutely everything:

Business description. You have 750 characters to describe your business. Use this space wisely — include your main services, the area you cover, and what sets you apart. Include relevant keywords naturally (e.g., "affordable web design in Leeds" or "experienced mobile hairdresser covering South London").

Opening hours. Set your regular hours and update them for bank holidays and special occasions. Inaccurate hours frustrate potential clients and can lead to negative reviews.

Services. List every service you offer, with descriptions and prices where appropriate. Google uses this information to match your profile with relevant searches.

Products. If you sell physical products, add them with photos, descriptions, and prices.

Attributes. Google offers various attributes depending on your category — things like "women-owned," "veteran-owned," "wheelchair accessible," "offers online appointments," etc. Select all that apply.

Photos and videos. This is critical and covered in detail below.

Optimising for Maximum Visibility

Photos Make the Difference

Businesses with photos receive 42% more requests for directions and 35% more clicks to their website, according to Google's own data. Upload high-quality, well-lit photos showing:

• Your work (before and after shots, completed projects, portfolio examples)
• Your workspace or premises (if applicable)
• You at work (builds trust and personal connection)
• Your team (if you have one)
• Your products or equipment

Aim for at least 10-15 photos to start, and add new ones regularly. Google favours active profiles, so uploading a few photos each month signals that your business is alive and current.

Choosing the Right Categories

Your primary category is the single most important ranking factor in local search. Choose the category that most accurately describes your core business. Then add secondary categories for additional services.

For example, a sole trader who does both web design and SEO might choose "Web Designer" as the primary category and "Search Engine Optimisation Service" as a secondary category.

Be specific rather than broad. "Electrician" is better than "Contractor." "Wedding Photographer" is better than "Photographer" if that's your specialism.

The Power of Reviews

Reviews are the lifeblood of your Google Business Profile. They influence your ranking in local search, they influence whether someone contacts you or clicks past, and they provide social proof that no amount of self-promotion can match.

How to get reviews:

• Ask every satisfied client. Most people are happy to leave a review if asked — they just don't think of it on their own. Send a follow-up message after completing work with a direct link to your review page.
• Make it easy. Google provides a short link specifically for reviews. Share this link via email, text, or even a QR code on printed materials.
• Time it right. Ask for reviews when the client is happiest — immediately after a successful project or positive interaction.
• Respond to every review. Thank positive reviewers personally. Respond to negative reviews calmly, professionally, and constructively. Your response to a negative review often matters more than the review itself, because it shows potential clients how you handle problems.

What not to do:

• Never buy fake reviews. Google detects and removes them, and it can penalise your profile.
• Never incentivise reviews with discounts or gifts. This violates Google's policies.
• Never argue with negative reviewers publicly. Stay professional, offer to resolve the issue offline, and move on.

Google Posts: Your Free Content Channel

Google Business Profile includes a "Posts" feature that lets you publish updates, offers, events, and articles directly on your profile. These posts appear in your Knowledge Panel and can appear in search results.

Use Google Posts to:

• Share special offers or seasonal promotions
• Announce new services or availability
• Share tips and insights relevant to your clients
• Promote events, workshops, or webinars
• Highlight recent projects or case studies

Posts expire after seven days (except event posts, which expire after the event date), so posting weekly keeps your profile fresh. Each post can include text, an image or video, and a call-to-action button (like "Book now," "Call now," or "Learn more").

This is a free content channel that most of your competitors aren't using. Take advantage of it.

Common Mistakes to Avoid

Inconsistent NAP information. NAP stands for Name, Address, Phone number. Your NAP must be identical everywhere it appears online — your Google Business Profile, your website, social media profiles, directory listings, and anywhere else. Inconsistencies confuse Google and can harm your ranking.

Ignoring questions. Google Business Profile has a Q&A feature where potential clients can ask questions. Monitor this and answer promptly.

Keyword stuffing your business name. Adding keywords to your business name (e.g., "John Smith Plumbing - Emergency Plumber Birmingham Cheap") violates Google's guidelines and can result in suspension. Use your actual trading name.

Setting and forgetting. An inactive profile signals a potentially inactive business. Update hours, add photos, publish posts, and respond to reviews regularly.

Tracking Your Performance

Google Business Profile provides free insights showing:

• How many people viewed your profile
• How they found you (direct search vs. discovery search)
• What actions they took (website clicks, phone calls, direction requests)
• Which photos are getting the most views
• How your visibility compares to similar businesses

Review these insights monthly to understand what's working and where to focus your efforts. If phone calls are your main conversion channel, optimise for that. If direction requests are high, make sure your location information is perfect.

Integrating with Your Broader Marketing

Your Google Business Profile doesn't exist in isolation. It should be part of a broader marketing strategy that includes your website, social media, and content marketing. For a comprehensive overview of how to market yourself as a sole trader, our guide to self-employment covers the fundamentals.

Link your profile to your website. Make sure your Google Business Profile links to your website, and that your website links back to your profile (add a "Find us on Google Maps" link or embed a Google Map on your contact page).

Cross-promote reviews. Share positive Google reviews on your social media channels and website. This extends their reach and encourages others to leave reviews.

Use consistent branding. Your Google Business Profile photos, description, and tone should be consistent with your website and other marketing materials.

For sole traders in creative industries, our tax guide for content creators explains how to handle the financial side of your growing marketing efforts.

Local SEO Beyond Google Business Profile

While your Google Business Profile is the foundation of local visibility, there are complementary strategies that strengthen your position:

• Local directory listings. Register on Yell, Thomson Local, Yelp, and any industry-specific directories. Consistent NAP across all listings boosts your credibility.
• Local content on your website. Create pages or blog posts targeting local search terms (e.g., "web design services in Brighton" or "best plumber in Exeter").
• Local link building. Get links from local organisations, business networks, chambers of commerce, and community websites.
• Schema markup. Add LocalBusiness schema markup to your website to help Google understand your business information. This is more technical but worth doing if you're comfortable with it.

For a deeper dive into search engine optimisation, our SEO for small businesses guide covers everything you need to know.

The Google Business Profile Help Centre is the definitive resource for any specific questions about setup, policies, and features.

Take Action Today

If you don't have a Google Business Profile yet, create one today. If you have one but haven't touched it in months, log in and update it. Add fresh photos, respond to any unanswered reviews or questions, and publish a post.

This single action — free, requiring no technical skills, and taking less than an hour — could be the most impactful marketing move you make all year. Local clients are searching for exactly what you offer. Make sure they find you.

And while you're getting your marketing in order, make sure your finances are too. Explore Accounted's features to see how we help sole traders spend less time on bookkeeping and more time growing their business.