Google Business Profile: A Step-by-Step Guide for Businesses

Highlighted breakdown

• What Google Business Profile actually does for visibility and conversions

• A clear, step by step setup process without fluff

• Practical optimisation tactics most guides skip

• How to turn views into calls, visits, and enquiries

• Common mistakes that quietly kill local performance

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Introduction

If you want to be found by customers searching locally, Google Business Profile is non negotiable. It is the listing that appears when someone searches for your business name, services, or location in Google Search and Maps. For many UK businesses, it is the first impression customers ever get.

This guide is not about ticking setup boxes and walking away. It is about visibility, trust, and turning local searches into real enquiries and sales. I will walk you through how Google Business Profile works, how to set it up properly, and how to optimise it so it actively supports your growth. If you want to improve your Google rankings, this is one of the highest impact places to start.

This is written for UK based local businesses, service providers, and multi location brands who want a practical, no nonsense approach to Google Business Profile management that actually moves the needle.

What Is Google Business Profile?

Google Business Profile is the free tool that lets you manage how your business appears across Google. You may remember it as Google My Business, but the name changed as Google expanded its features.

When set up correctly, your profile can appear in:

• Local results within Google Search

• The map listings inside Google Maps

The core benefits are simple:

• Local visibility when people search with buying intent

• Trust and credibility through reviews, photos, and accurate details

• Customer engagement via calls, messages, bookings, and directions

Who Should Use Google Business Profile?

Google Business Profile is not just for shops with a physical counter.

It works extremely well for:

• Local brick and mortar businesses such as cafés, gyms, and salons

• Service area businesses like plumbers, electricians, and cleaners

• Online businesses that interact with customers in person or locally

• Multi location and franchise brands managing multiple listings

How to Set Up a Google Business Profile

Creating or Claiming Your Business

Start by searching your business name in Google. If a listing already exists, claim it. If not, create a new profile through your Google account.

Entering Business Details Correctly

• Accuracy matters more than clever wording.

• Your real world business name

• A precise address or clearly defined service areas

• A local phone number and correct website URL

• The most accurate primary category, not every option that sounds relevant

Verifying Your Business

Most UK businesses verify by postcard, phone, or email. Delays usually happen when addresses are inconsistent or previously used. If verification fails, review your details carefully and request support through your dashboard.

Optimising Your Google Business Profile

Writing an Effective Business Description

Write for people first. Explain what you do, who you help, and why you are different. Use your main service terms naturally without forcing keywords.

We have put together some best practices for writing a business description in our SEO Guide.

Choosing the Right Categories and Attributes

Primary category carries the most weight. Attributes like wheelchair access, free WiFi, or online appointments improve relevance and conversion.

Adding Photos and Videos

• Profiles with regular photos attract more engagement. Add:

• Exterior and interior shots

• Team photos

• Work examples or products

Setting Opening Hours and Special Hours

Incorrect hours cost sales. Update holiday and seasonal changes in advance to avoid negative reviews.

Managing Reviews and Customer Engagement

Reviews influence both rankings and buyer confidence. Encourage reviews ethically by asking after positive interactions. Always respond, including to negative feedback.

Using Google Business Profile Features

• Posts for updates, tips, or announcements

• Offers and events to create urgency

• Product and service listings for clarity

• Messaging for fast responses

• Booking links where relevant

Tracking Performance with Insights

Insights show how people find and use your profile. Monitor searches, views, and actions like calls, website visits, and direction requests.

Common Google Business Profile Mistakes to Avoid

• Stuffing keywords into the business name

• Choosing vague or incorrect categories

• Ignoring reviews entirely

• Inconsistent name, address, and phone details

• Leaving profiles untouched for months

Best Practices for Ongoing Management

• Review details monthly

• Add photos regularly

• Post updates when something changes

• Adjust hours seasonally

FAQ

Is Google Business Profile free?

Yes. All core features are free to use.

Can I manage multiple locations?

Yes, with bulk management tools for larger brands.

How long does verification take?

Usually a few days, but sometimes longer.

What happens if my profile is suspended?

Suspensions usually relate to guideline breaches and can be appealed once corrected.

Conclusion

Google Business Profile is one of the most powerful tools for local visibility in the UK when managed properly. Setup alone is not enough. Ongoing optimisation, engagement, and data driven improvements are what turn listings into leads.