Google My Business — The Free Marketing Tool You're Probably Ignoring
If someone near you searches for the service you provide — "plumber near me," "freelance photographer in Bristol," "mobile hairdresser Leeds" — will they find you? If you haven't set up your Google Business Profile (formerly known as Google My Business), the answer is almost certainly no.
And that's a problem, because Google is where the vast majority of people start when they're looking for a local service. Not Instagram, not Facebook, not word of mouth — Google. And the businesses that appear in those local search results aren't necessarily the best at what they do. They're just the ones who've taken 20 minutes to set up their free profile.
This is one of those rare situations where a completely free tool can have an outsized impact on your business. Let's talk about why it matters and exactly how to make it work for you.
What Is Google Business Profile?
Google Business Profile (GBP) is a free listing that appears when people search for your business or for services like yours on Google Search and Google Maps. It shows your business name, address, phone number, website, opening hours, photos, reviews, and more.
You've seen these listings thousands of times — they're the box that appears on the right side of Google when you search for a specific business, or the map results that show up when you search for a type of service in a particular area.
Why It Matters So Much
When someone searches for a service on Google, the local "map pack" results typically appear above the regular website results. This means a well-optimised Google Business Profile can get you seen before any website — even before businesses that have spent thousands on search engine optimisation.
For local businesses, this is massive. It's free visibility in front of people who are actively looking for exactly what you offer, right in your area, often ready to buy right now.
Who Should Use It?
If your business serves customers in a specific geographic area, you need a Google Business Profile. That includes:
- Tradespeople (plumbers, electricians, builders, decorators)
- Health and wellness professionals (personal trainers, therapists, physiotherapists)
- Beauty professionals (hairdressers, nail technicians, beauticians)
- Creative professionals (photographers, videographers, designers)
- Home services (cleaners, gardeners, dog walkers)
- Tutors and teachers
- Consultants and coaches who work with local clients
- Any sole trader with a physical location or service area
Even if you work from home and don't want to display your address, you can set up a service-area business that shows the regions you cover without revealing your home address.
Setting Up Your Profile
Getting started is straightforward. Head to business.google.com and follow the steps to create or claim your listing. Here's how to make sure you set it up properly.
Step 1: Choose the Right Business Name
Use your actual business name — the one your customers know you by. Don't stuff keywords into it (like "Dave's Plumbing - Best Plumber in Manchester - Emergency Plumber"). Google may penalise you for this, and it looks unprofessional.
Step 2: Select Your Category
This is crucial. Your primary category tells Google what type of business you are, which determines which searches you appear in. Be as specific as possible. If you're an electrician, choose "Electrician" rather than "Contractor." If you're a portrait photographer, choose "Portrait Photographer" rather than just "Photographer."
You can add secondary categories too. A personal trainer might add "Fitness Centre" or "Nutrition Consultant" as secondary categories if those are relevant.
Step 3: Set Your Location or Service Area
If you have a physical location customers visit, add your address. If you travel to customers (like most tradespeople), set up a service-area business instead. You can specify the cities, counties, or postcodes you cover.
Step 4: Add Your Contact Details
Include your phone number and website URL. If you don't have a website yet, that's okay — your Google Business Profile can serve as a basic web presence in the meantime. But if you do have one, make sure the details match. Google likes consistency across the web, and having different phone numbers or addresses on different platforms can hurt your visibility.
Step 5: Verify Your Business
Google needs to verify that your business is real and that you're the rightful owner. This usually involves receiving a postcard at your business address with a verification code, though phone or email verification is sometimes available. It's a minor inconvenience, but it's a one-time thing.
Optimising Your Profile for Maximum Visibility
Setting up your profile is just the beginning. To get the most out of it, you need to optimise it. Here's how.
Complete Every Section
Google rewards complete profiles with better visibility. Fill out absolutely everything:
- Business description (up to 750 characters — use this to explain what you do, who you help, and what makes you different)
- Opening hours (even if you're flexible, set realistic hours)
- Services or products you offer
- Attributes (like "Women-owned," "Wheelchair accessible," etc.)
Add High-Quality Photos
Businesses with photos get significantly more clicks and calls than those without. Add:
- A clear logo
- Photos of your work (before and after, finished projects, etc.)
- Photos of your workspace or premises (if applicable)
- Photos of you and your team (if you have one)
Update your photos regularly. Fresh content signals to Google that your business is active, and it gives potential customers a better sense of what to expect.
Write a Compelling Business Description
Your description should be clear, natural, and focused on what matters to your customers. Mention the services you offer, the areas you cover, and what sets you apart. Avoid keyword stuffing — write for humans, not algorithms.
Here's an example: "I'm a self-employed electrician based in Sheffield, covering South Yorkshire and the surrounding areas. I specialise in domestic rewiring, consumer unit upgrades, and electrical inspections. Fully qualified, insured, and always happy to provide a free, no-obligation quote."
Getting and Managing Reviews
Reviews are the lifeblood of your Google Business Profile. They influence both your visibility in search results and whether people actually choose to contact you. A business with 20 five-star reviews will almost always win out over one with no reviews, even if the quality of work is identical.
How to Ask for Reviews
Most happy customers will leave a review if you simply ask. The best time to ask is immediately after you've completed a job and the customer is pleased. You can:
- Send a follow-up text or email with a direct link to your review page
- Include a QR code on your business card or invoice that links to your review page
- Simply ask in person: "If you're happy with the work, I'd really appreciate a Google review — it makes a huge difference for small businesses like mine"
For more detailed strategies, check out our full guide on how to get Google reviews for your small business.
Responding to Reviews
Always respond to reviews — both positive and negative. Thank people for positive reviews, and address negative ones professionally and constructively. Your responses are public, so potential customers will judge you on how you handle feedback.
A thoughtful response to a negative review can actually win you more business than a five-star review. It shows you care about your customers and take responsibility when things go wrong.
Using Google Posts
Google Business Profile has a feature called Posts that lets you share updates, offers, events, and news directly on your listing. Think of it as a mini social media feed that appears right in Google Search results.
What to Post
- Special offers or seasonal promotions
- New services you're offering
- Before-and-after photos of recent work
- Helpful tips related to your industry
- News about your business (awards, milestones, new team members)
Posts expire after seven days (except event posts), so you'll want to publish new ones regularly. Even one post a week can help keep your profile active and engaging.
Tracking Your Results
Google Business Profile comes with built-in analytics (called "Performance" or "Insights") that show you:
- How many people viewed your profile
- What searches triggered your listing
- How many people called you, visited your website, or requested directions
- How your photos compare to similar businesses
Check these stats monthly. They'll tell you what's working and where you might need to adjust your approach.
Connecting the Dots
When those enquiries start rolling in, you'll want a smooth process for handling them. That means responding quickly, sending professional invoices, and keeping track of your income. This is where having your admin sorted pays off — tools like Accounted help you manage the business side so you can focus on winning and serving customers.
Common Mistakes to Avoid
Even with a great profile, some common mistakes can hold you back:
Inconsistent information — If your business name, address, or phone number is different on your website, social media, and Google profile, it confuses both Google and potential customers. Keep everything consistent.
Ignoring your profile after setup — A stale profile with outdated hours, old photos, and no recent reviews sends the wrong message. Treat your Google Business Profile as a living marketing asset.
Not asking for reviews — Reviews don't happen by accident. Build it into your process and ask every satisfied customer.
Keyword stuffing — Cramming keywords into your business name or description can get your profile suspended. Write naturally.
Not responding to enquiries — If someone messages you through your Google Business Profile, respond quickly. Slow responses lose you business.
Advanced Tips
Once you've got the basics down, here are a few ways to level up:
Use the Q&A Feature
Google Business Profile has a questions and answers section. You can proactively add common questions and answer them yourself — things like "Do you offer free quotes?" or "What areas do you cover?" This saves time and helps potential customers find the information they need.
Add Products or Services
If applicable, add your specific services with descriptions and prices. This gives potential customers a clearer picture of what you offer before they even contact you.
Get Listed in Directories
Having your business listed consistently on other platforms — Yell, Yelp, Checkatrade, Bark, and industry-specific directories — reinforces your Google Business Profile and can improve your local search rankings.
Start Today
Setting up and optimising your Google Business Profile is genuinely one of the highest-return activities you can do for your business. It's free, it takes less than an hour, and it puts you in front of people who are actively searching for what you offer.
If you've been meaning to do it but keep putting it off, make today the day. Your future clients are already searching — make sure they can find you.
Accounted helps UK sole traders stay on top of their bookkeeping and tax. Start your free 30-day trial at getaccounted.co.uk.
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