If you've ever searched for a local business on Google and seen a box pop up on the right with the business name, address, phone number, photos, and reviews — that's a Google Business Profile.
It's what shows up when someone searches for your business name. It's also what appears in the map listings when someone searches for the service you provide in your area.
Google Business Profile (GBP) is free. It's also one of the most effective things a tradesperson can have online. If you haven't set one up yet, this post explains what it is and how to do it.
What It Looks Like in Search Results
Search for any established local business — say, a plumber you've heard of — and you'll see their GBP on the right side of the results (on desktop) or near the top (on mobile). It shows:
- Business name and category
- Address and service area
- Phone number
- Opening hours
- Star rating and number of reviews
- Photos of the business or their work
- A link to their website
This panel appears for free. You don't pay for that listing — you just need to have claimed and filled in your profile.
Now, when someone searches "electrician near me" or "plumber [your town]," Google shows a map with three listings underneath it. Those three spots are your Google Business Profile — and getting into them is enormously valuable.
Do You Actually Need One?
Yes, if you're a tradesperson working in a local area. Here's why.
People searching for tradespeople on Google are not browsing. They have an immediate need. Boiler broken. Roof leaking. Kitchen rewire needed before the sale goes through. They want someone local, someone who looks competent, and they want to get in touch quickly.
Your GBP is what puts you in front of those people. It shows your phone number directly in search results — they can tap to call without even visiting your website. And your reviews sit right there alongside it, giving a new customer the social proof they need to pick up the phone.
Without a GBP, you either don't appear in local search at all, or Google has created a basic listing for you that you haven't claimed — which means you can't control what it says, can't respond to reviews, and can't update it when things change.
How to Claim Your Profile
Go to business.google.com and sign in with a Google account.
Search for your business name. If it already exists — which it might, if you've been trading for a while — you can request to claim it. If it doesn't exist, you'll create a new one.
Google will ask you to verify the listing. Usually this means they send a postcard to your business address with a code on it. You enter that code online and the listing is verified. Some businesses can verify by phone call or short video instead — Google will offer the available options.
The whole process takes a few days if you're waiting for a postcard, but setting up the profile itself is under 30 minutes.
What to Fill In
Once you have access, go through every section. The more complete your profile, the better Google can match you to relevant searches — and the more trustworthy you look to potential customers.
Business name: Your real trading name, written exactly as it appears everywhere else — on your website, van, invoices. Don't add keywords to your business name here.
Category: Choose the most accurate primary category (e.g., "Electrician," "Gas Engineer," "Roofer"). You can add secondary categories for specialisms.
Service area: Add every town, city, or postcode district you cover, not just your home base.
Phone number: The number you actually want customers to call. Make sure it matches what's on your website.
Services: Add the specific services you offer. This is important — it helps Google connect you to specific searches like "boiler service" rather than just generic "plumber" searches.
Photos: This one is underused by most tradespeople, but it makes a real difference. Upload photos of completed jobs, your van and logo, and your team. Profiles with photos get more clicks than those without. Ten to fifteen photos is a solid start — add more over time.
Reviews: You can't write your own, but once your profile is live, start asking customers to leave reviews. There's a direct link in your profile dashboard that you can send via text or WhatsApp. The number and quality of your reviews affects both your ranking and how many people choose to call you.
One Thing Worth Knowing
Your Google Business Profile and your website work together. The profile gets you into map results. Your website tells Google more about what you do and where you work — which reinforces your profile and helps you rank for more searches. If you only have one, you're leaving the other half of the equation empty.
But if you're starting from scratch, the GBP is the right first step. It's free, it takes an afternoon, and it's working for you every day after that.
DCS helps tradespeople set up and optimise their Google Business Profiles as part of building their wider online presence. If you want someone to sort it properly from the start, get in touch.