When someone searches “electrician near me” or “plumber in Gloucester”, the results that appear above the regular search results , in that map section , are Google Business Profiles. Ranking there is often more valuable than ranking in regular search. The clicks are higher quality, the leads are warmer, and it’s completely free.
Here’s how to do it properly.
Step 1: Claim Your Profile
Go to google.com/business and either claim an existing profile (Google may have auto-created one for you) or create a new one.
You’ll need to verify your business. Google usually does this by sending a postcard with a code to your business address, though phone and email verification are sometimes available too.
Don’t skip verification. An unverified profile gets very little visibility.
Step 2: Fill Everything In
Most tradespeople set up a profile and leave half the fields empty. Google rewards completeness. Work through every section:
- Business name: Your real trading name, nothing else. Don’t stuff keywords in here , Google will penalise you for it.
- Category: Choose your primary category carefully. “Electrician”, “Plumber”, “Roofer” etc. Then add secondary categories where relevant.
- Service area: List every town you cover. Be specific.
- Opening hours: Keep these accurate and up to date. Add special hours for bank holidays.
- Phone number: Use a local number if possible. It’s a small trust signal.
- Website: Link to your website.
- Description: Write 2-3 sentences about what you do, who you serve, and where you work. Include your trade and your main location naturally.
Step 3: Add Photos , Properly
Profiles with photos get significantly more clicks than those without. Add:
- A clear logo or photo of yourself
- Photos of your work (before and after where possible)
- Your van or signage
- Any accreditations on display
Aim for at least 10 photos to start. Keep adding more over time , Google’s algorithm notices active profiles.
Step 4: Get Reviews Consistently
Reviews are the single biggest ranking factor for local search. Not a one-off burst , consistent, regular reviews over time.
The easiest way to get them: send customers a direct link to leave a review straight after a job. You can find your review link in your Google Business dashboard under “Get more reviews”. Save it to your phone and message it to happy customers the same day the job is done. Strike while the goodwill is fresh.
Aim to respond to every review, positive or negative. A polite, professional response to a negative review does more for your reputation than ignoring it.
Step 5: Post Updates Regularly
Most tradespeople don’t know Google Business Profiles have a posts feature , essentially a mini social feed that appears in your profile. Posting once a week or fortnight (a job photo, a seasonal tip, a special offer) signals to Google that your business is active, which helps your ranking.
It only takes two minutes per post.
What Results to Expect
If your profile is complete, has 10+ reviews, and you’re posting regularly, you should start appearing in the local map pack within 4 to 8 weeks for searches in your service area. For competitive trades in larger towns it may take longer , but this is a long game worth playing.
Combined with a fast, well-built website, a strong Google Business Profile is the most cost-effective marketing a trade business can do.
Need help setting this up, or want your website properly linked to your Google presence? Get in touch.