If you run a local or service-based business, your Google Business Profile (formerly Google My Business) is one of the most powerful tools you have. It’s free, shows up in local search results, and plays a huge role in whether someone chooses you or your competitor.
But setting up a profile isn’t enough — you need to optimise it properly.
In this guide, we’ll cover exactly what you should include on your Google Business Profile, so it works hard for your business 24/7.
1. Business Name (Exactly as It Is)
Use your actual trading name, not a keyword-stuffed version like “Best Emergency Plumber Bournemouth.”
Why? Because:
- It goes against Google’s terms of service
- It can trigger suspensions or reviews
- It looks unprofessional
💡 Need help claiming or accessing your profile? → Contact us!
2. Correct Business Category
Choose a primary category that matches what you do. This helps Google understand your business and show your listing for relevant searches.
Examples:
- “Plumber”
- “Painter”
- “Electrician”
- “Landscaper”
Then, add additional categories to reflect other services you offer.
3. Business Description
Use this section to explain:
- What you do
- What makes you different
- Where you operate
- Your experience or accreditations
Aim for 700–750 characters (not keywords crammed, just natural and clear).
💡 See: How to Choose a Name for Your Local Business
4. Service Area or Address
If you serve customers at their location (e.g. trades, mobile services), list your service areas instead of a public address.
Use postcodes, towns, or radius ranges — like “Bournemouth, Poole, Christchurch and surrounding areas.”
💡 For physical premises like shops or salons, use your full business address and enable directions.
5. Opening Hours
Add your standard hours and keep them updated — especially around holidays or seasonal changes.
Google prioritises active, accurate listings.
6. Phone Number
Use a number that goes straight to your business, ideally a local landline or dedicated mobile — not a call centre or forwarding service.
💡 Read: Boost Your Credibility with a Local 01202 Landline
7. Website Link
Always link to your actual website, not your Facebook page or Checkatrade profile.
If you don’t have a site yet, this is the time to get one — here’s what it really costs.
8. Photos & Logo
Listings with photos get more clicks — fact.
Upload:
- Your logo
- Photos of recent jobs
- Your team (if appropriate)
- Vans, premises, before/afters
💡 Need logo help? See: What Colours Should My Logo Be?
9. Products or Services
Use the “services” section to:
- List all the things you offer
- Write short descriptions for each one
- Include pricing if relevant
This boosts relevance in search results.
10. Regular Updates & Posts
Just like social media, you can post updates to your Google Business Profile. Use this space to:
- Share offers
- Promote new services
- Highlight recent work
- Reuse content from Facebook/Instagram
11. Collect & Manage Reviews
Reviews build trust, improve rankings, and drive enquiries. Make it easy for customers to leave a review by sending them a direct link or using a Google Review QR Code.
💡 Guide: How to Create a Google Review QR Code for Your Business
Also:
- Respond to all reviews (good and bad)
- Stay active to show potential customers you’re engaged
Final Thoughts: A Complete, Optimised Profile = More Enquiries
A half-finished Google Business Profile is a missed opportunity. Take the time to:
- Fill out every section
- Keep your info updated
- Post regularly
- Collect and respond to reviews
It’s one of the most powerful, free tools available to local businesses — and it can massively increase your visibility when done right.
At JNB Marketing, we offer full Google Business Profile setup, optimisation, and support — perfect for tradesmen and local service providers who want to get more calls without relying on ads.
