Google Business Profile (GBP) is the single most underutilised free marketing tool for tradespeople. When set up and managed correctly, it puts your business in front of customers at exactly the moment they need you. Here is a complete setup guide.

Step 1: Create or Claim Your Profile

Go to business.google.com. Search for your business name. If it exists (Google sometimes auto-generates listings from public data), claim it. If not, create it from scratch. Verify it — Google will send a postcard with a code to your business address. This typically takes 1-2 weeks.

Step 2: Complete Every Single Section

Incomplete profiles rank lower. Fill in everything: Business name (exactly as on your website), phone number, website, address or service area, business hours, and services. For service-area businesses (which most tradespeople are), you can hide your home address and show only your service area.

Step 3: Choose the Right Categories

Your primary category is the most important. Be specific: “Plumber” not “Contractor”. “Roofer” not “Construction Company”. Add secondary categories for each type of work you do. The right categories directly affect which searches you appear in.

Step 4: Write a Keyword-Rich Business Description

You have 750 characters. Use them well. Describe what you do, where you operate, your key qualifications, and what makes you different. Include your main keywords naturally: your trade, your city, your key services. Avoid stuffing — write for humans first.

Step 5: Add Every Service You Offer

Use the Services section to list each service with a name and description. Include the service name and location where relevant: “Boiler Installation in Leeds”, “Emergency Plumbing Bradford”. Each service description is another opportunity for keyword relevance.

Step 6: Upload Photos Consistently

Add 20+ photos when you set up. Then add 2-3 new photos every week. Photos of completed jobs, your team, your van, before-and-after shots. Businesses with frequent photo updates see significantly higher profile views and engagement.

Step 7: Enable Messaging

Turn on Google’s messaging feature. Some customers prefer to message rather than call. Respond promptly — Google tracks your response time and it affects your ranking.

What to Do Every Month

  • Post at least two updates (offers, jobs, tips)
  • Respond to all new reviews
  • Add new photos from recent jobs
  • Check your profile information is still accurate
  • Review your insights for which searches are finding you

Need help optimising your Google Business Profile? See our Local SEO service or book a free call.