Websites and SEO · 19 Oct 2026 · 2 min read
Google Business Profile: the free listing most SMEs leave half-finished
Your Google Business Profile is often the first thing customers see. A practical checklist to make it work harder.
When someone searches for your business name, or for a service near them, Google often shows a business listing with your address, hours, photos and reviews. That listing comes from your Google Business Profile. It is free, and for local service businesses it can bring as many enquiries as the website itself.
The basics to get right
- Choose the most accurate primary category, then add secondary categories for other services.
- Keep your name, address and phone number identical to what is on your website.
- Set correct opening hours, including public holidays.
- Link to the most relevant page on your website, not just the homepage.
- If you serve customers at their location, set your service areas.
Make it worth clicking
Add real photos of your work, team and premises, and update them over time. Fill in your services with short descriptions. Use the description field to explain plainly what you do and who you help. Profiles that look complete and active give customers more confidence to call.
Reviews
Reviews influence both customers and how prominently you appear. Ask happy customers for a review soon after the job, and make it easy with a direct link. Reply to every review, including negative ones, calmly and helpfully. Never buy reviews or offer rewards for them, which breaks Google's policies.
Track it
Your profile shows how many people called, requested directions or visited your website from the listing. Add tracking to the website link so you can see those visits in Google Analytics, and compare months to see whether changes are helping.
A well-kept profile also supports your Google Ads, since location assets can show your address and distance right in the ad.
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