How to Set Up Your Google Business Profile
If someone searches for your business on Google and nothing comes up, that is a problem. A Google Business Profile is the listing that appears on the right-hand side of search results, or at the top of the map when someone searches for a business like yours nearby. It shows your address, phone number, opening hours, photos, and reviews. It is free, and it is one of the most effective things a small business can do to get found online.
This guide walks you through setting one up from scratch. It takes around 20 minutes, and the only thing you will need is a Google account.
First, a quick check…
Before you set anything up, it is worth checking whether a profile for your business already exists. Google sometimes creates listings automatically using information it finds online or you may have made one years ago and forgotten about it.
If your business has been trading for a while, there is a good chance something is already out there. To check, open Google and search for your business name along with your town or location. For example: Riverside Plumbing Malvern or The Coffee Bean Shed Chelsea.
On googles search results look at the map and the panel that appears adjacent to it. You may need to scroll down past the first few results to find it and it iwll liley show the local mpa and 3 or 4 recommended business listings.
If you don’t see your business click the button thst says ‘More businesses’ to expand the box so that you see all the businesses it is listing.
If a listing appears with your business name, you will need to claim it rather than create a new one. There is usually a link that says "Own this business?" or "Claim this business" which will take you through a short verification process.
If nothing comes up, you are starting from scratch. Follow the steps below.
Step 1: Go to Google Business Profile
Open your browser and go to business.google.com. Click "Manage now" and sign in with your Google account. If you do not have one, you can create one for free at google.com/accounts.
Step 2: Search for Your Business
Google will ask you to type in your business name. Do this before assuming you need to create a new listing. Sometimes a profile already exists, perhaps created automatically by Google or by a previous owner of the premises. If you find your business, you can claim it rather than starting from scratch.
If nothing comes up, select "Add your business to Google" and continue.
Step 3: Choose Your Business Category
You will be asked to pick a category that describes what your business does. This matters more than it might seem. Google uses it to decide when to show your listing in search results. Choose the category that most closely matches your main service, and do not overthink it. You can change it later.
Step 4: Add Your Location
If customers can visit you in person, such as a shop, clinic, or studio, enter your address. Google will ask you to confirm the location on a map.
If you work from home or travel to clients, you can choose not to display an address. Instead, you can set a service area to show which towns or regions you cover. Many sole traders and small businesses operate this way, and it is a perfectly valid option.
Step 5: Add Your Contact Details
Enter your phone number and website address. If your website is brand new, use the URL you have been given. This is the link between your Google listing and your site, so it is worth double-checking it is correct.
Note - Your URL is your websites domain name address and will look something like www.mybusinessname.co.uk or www.mybrandname.com
Step 6: Verify Your Business
Google needs to confirm that you are the actual owner of the business before your profile goes live. The most common method is a postcard sent to your business address. It arrives within five days and contains a code you enter online to complete verification.
Depending on your business, you may also be offered verification by phone, email, or video call. If you are given a choice, phone or email is quicker.
Until verification is complete, your profile will not appear publicly on Google. Do not skip this step.
Step 7: Complete Your Profile
Once verified, log back in and fill out as much detail as you can. The more complete your profile, the better it performs. At a minimum, make sure you have added:
Your opening hours, including any days you are closed
A short description of what your business does (keep it factual and clear)
At least three or four photos, including your premises or team if relevant, and any work you are proud of
Your service areas or the products you offer, depending on your business type
A Few Things Worth Knowing
Reviews matter. Once your profile is live, start asking satisfied customers to leave a Google review. A short, polite request by email or in person works well. Aim to respond to every review you receive, positive or negative. It shows you are engaged, and Google notices.
Keep it up to date. If your hours change, you move premises, or you add a new service, update your profile. Outdated information frustrates potential customers and damages trust.
Post occasionally. Google Business Profile lets you publish short posts, similar to social media updates. A monthly post about a recent project, a promotion, or a piece of news helps keep your listing active and relevant.
What Comes Next
Getting your profile live is the starting point. The businesses that get the most from Google are the ones that treat their listing as an active part of their marketing rather than a one-time task. If you would like help optimising your profile to improve your local search rankings and generate more enquiries, that is something I work on with clients as part of an ongoing growth marketing programme and you can contact me here for more information.
