When someone searches for “electrician near me” or “coffee shop in Stellenbosch”, Google usually shows a map with a handful of businesses at the top of the results. Those listings come from Google Business Profile (previously called Google My Business), and getting your business in there is free.
For local service businesses, a well-optimised profile can bring in more calls than the website itself. Here’s how to set it up properly.
What is a Google Business Profile?
It’s your business listing on Google Search and Google Maps. It can show:
- Your business name, category and description.
- Your phone number, website and WhatsApp link.
- Your address or the areas you serve.
- Opening hours, photos and products or services.
- Customer reviews and your replies.
Step 1: Create your profile
- Go to business.google.com and sign in with a Google account. Use a business Google account that you’ll keep long term, not a personal one you might lose access to.
- Enter your business name exactly as customers know it. Don’t add keywords or locations to the name; Google can suspend profiles for this.
- Choose your primary category, such as “Plumber”, “Hair salon” or “Website designer”. This is one of the most important ranking factors, so pick the most accurate one.
- Decide whether customers visit you at a location. If you have a shop or office, add the address. If you go to your customers (like a plumber or mobile beautician), add your service areas instead and hide your address.
- Add your phone number and website.
Step 2: Verify your business
Google needs to confirm that your business is real and that you’re allowed to manage it. Depending on your business, Google may offer one or more options, such as:
- A short video showing your premises, signage or tools of the trade.
- A phone call or SMS with a code.
- An email with a code.
- A postcard with a code, posted to your address.
Follow the instructions carefully. Verification can take anything from a few minutes to a couple of weeks.
Step 3: Complete every section
Google favours complete, accurate profiles. Once verified:
- Write a clear description (up to 750 characters) of what you do and where you work.
- Add opening hours, including special hours for public holidays.
- Add your services or products, with prices where possible.
- Choose relevant secondary categories.
- Add attributes that apply, such as “Women-owned” or “Online appointments”.
Step 4: Add great photos
Profiles with good photos tend to get more clicks and calls. Add:
- Your logo and a cover photo.
- Photos of your premises, inside and out, if customers visit you.
- Photos of your work, products and team.
Real photos work far better than stock images. Add new ones regularly.
Step 5: Get reviews, and reply to them
Reviews are one of the strongest signals for both Google and customers.
- Ask happy customers for a review straight after a job well done. Your profile has a “Ask for reviews” link you can share on WhatsApp.
- Reply to every review, positive or negative, politely and professionally.
- Never buy fake reviews or offer incentives for reviews; it breaks Google’s policies.
Step 6: Keep it active
- Post updates and specials from your profile.
- Answer questions customers ask on your profile.
- Keep your hours and contact details up to date.
How your website and profile work together
Your Google Business Profile and your website support each other. Link your profile to your website, make sure your business name, phone number and address are written exactly the same in both places, and give your website clear pages for each service you offer. A fast, mobile-friendly website helps your profile rank and turns profile visitors into enquiries.
Want it done for you?
Setting up and optimising Google Business Profiles is part of our Google Ads & Business Profile service, and it’s included in our Business Website package. We can also manage your profile monthly: posting updates, uploading photos and helping you respond to reviews.
Frequently asked questions
Does a Google Business Profile cost money?
No, it’s free. Paid Google Ads can also appear on Maps, but the profile itself costs nothing.
Can I have a profile without a shop or office?
Yes. Service-area businesses can hide their address and show the areas they serve instead.
Why isn’t my business showing up on Google Maps?
Common reasons: the profile isn’t verified yet, the category is wrong, the profile is incomplete, or competitors have more reviews and activity. Completing every section and building reviews helps.