How to write a Google Business Profile that actually gets calls
When someone nearby searches for an electrician, a plumber or a roofer, the map results come from Google Business Profiles. Most trades profiles are half-finished. Here's what to fix first, based on Google's own guidance.
How Google decides who shows up
Google says local results are mainly based on three things: relevance (how well your profile matches the search), distance (how far you are from the person searching) and prominence (how well known your business is, including your reviews and how many websites link to you). You can't pay for a better local ranking, and Google is clear about that. You can, though, do a lot about relevance and prominence.
1. Verify your profile
Verification tells Google you're authorised to represent the business, which makes your profile more likely to show up in search results. If yours still says it's unverified, do this before anything else.
2. Use your real business name and nothing else
It's tempting to call yourself "Smith Electrical – Electrician Carlisle 24/7". Don't. Google's guidelines say your name should match your real-world name, the one on your van, website and invoices. Adding taglines, locations, phone numbers or opening hours to the name isn't allowed and can get your profile suspended.
3. Set a service area and hide your home address
Most trades travel to the customer. For a service-area business, Google says to hide your address and set the areas you cover instead. Their own example is a plumber working from home, who should clear the address from the profile. Keep the area realistic: Google says it shouldn't stretch farther than about two hours' drive from where you're based.
4. Choose the right category
Your category is a big part of relevance. Google suggests choosing categories that complete the sentence "This business IS a…", such as Electrician, Plumber or Roofing contractor, instead of listing every job you do. Use as few as you need, and make them as specific as possible.
5. Fill in everything else
Google says businesses with complete, accurate information are more likely to show up in local results. Add your opening hours, including special hours for bank holidays and Christmas. List the services you actually offer. Then write a short description in plain English: what you do, where you work and why someone should call you.
Complete and accurate beats clever. The best profiles answer a customer's questions before they pick up the phone.
6. Add real photos, and keep adding them
Photos and videos show customers what you offer. Use the same kind of shots that work on your website: you on the job, your van, before-and-afters and finished work. We covered which ones matter in 5 photos every tradesperson should have on their website.
7. Ask for reviews and reply to every one
Reviews feed prominence. Google notes that more reviews and positive ratings can help your local ranking. Ask happy customers straight after a job, while it's fresh. Then reply to every review, good or bad: replies show you value feedback and help your business stand out.
Your checklist for this week
- Verify the profile if you haven't already.
- Check your business name matches your van and invoices, with no extra keywords.
- Hide your home address and set a realistic service area.
- Pick one specific primary category.
- Add opening hours, including bank holidays.
- Upload five real photos of your work.
- Ask your last three happy customers for a review.
Want your profile set up the right way?
Google Business Profile setup is included in Starter, and Growth adds ongoing management.
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