Your Google Business Profile is probably the most important marketing asset you own — and most tradesmen are doing it wrong.
When someone searches "plumber near me" or "electrician Manchester," Google shows them a map with three local businesses. If you're not in those top three spots, you're invisible. Your Google Business Profile determines whether you show up there or not.
This isn't about fancy marketing tactics. It's about the basics done properly. Get this right, and you'll see more calls, more jobs, and better customers finding you instead of your competitors.
What Is Google Business Profile?
Google Business Profile (formerly Google My Business) is your business listing on Google. It's what appears when people search for your trade or your business name. It shows your location on maps, your opening hours, photos, reviews, and contact details.
For tradesmen, it's crucial because most of your customers are local. Someone with a burst pipe isn't going to hire a plumber from another city. They want someone nearby who can come quickly.
The profile appears in two places:
- Google Maps when people search for trades in their area
- The knowledge panel on the right side of regular Google search results
Both drive phone calls and enquiries. Get this wrong, and potential customers will call your competitors instead.
Setting Up Your Profile: Step by Step
Step 1: Claim Your Business
Go to business.google.com and sign in with your Google account. If your business already appears on Google (check by searching for it), click "Claim this business." If not, click "Add your business."
You'll need:
- Your business name (exactly as you want it to appear)
- Your business address (or service area if you're mobile)
- Your phone number
- Your business category
Choose your category carefully. Don't pick "General Contractor" if you're a specialist. "Electrician," "Plumber," or "Bathroom Remodeler" will perform better in searches. You can add secondary categories later, but your primary category matters most.
Step 2: Verification
Google will verify your business, usually by sending a postcard to your business address with a verification code. This takes 1–2 weeks.
Some businesses can verify instantly by phone or email, but most tradesmen will need the postcard. Don't try to rush this — Google is strict about verification, and getting it wrong can delay the process by months.
Step 3: Complete Your Profile
Once verified, fill out everything. Google favours complete profiles in search results.
Business Information:
- Add your website URL
- Set your opening hours (be realistic — don't claim 24/7 unless you actually answer calls at 3am)
- Add your service areas if you're mobile
- Write your business description
Business Description Tips:
- Mention your trade and location naturally
- Include your specialities (commercial work, emergency callouts, etc.)
- Keep it under 750 characters
- Don't keyword-stuff — write for humans
Example: "Family-run electrical contractors serving Manchester and surrounding areas. Specialising in domestic rewiring, commercial installations, and emergency callouts. NICEIC registered with over 15 years' experience."
Photos: Your Secret Weapon
Most tradesmen upload rubbish photos, or none at all. This is a massive opportunity.
Upload photos of:
- Your completed work (before and after shots work well)
- Your van with company branding
- Your team in uniform
- Your certifications and qualifications
Photo quality matters. Use a decent phone camera, take photos in good lighting, and keep them professional. Google shows businesses with more photos higher in search results — and it helps customers trust you before they call.
Reviews: The Make-or-Break Factor
Reviews are the first thing potential customers look at, and they directly affect your search ranking.
Getting Reviews
Don't just hope customers leave reviews. Ask for them.
When to ask: Right after completing a job when the customer is happy. In your follow-up message. On your invoice.
How to ask: Keep it simple — "If you're happy with the work, a quick Google review would really help our small business." Then send them your direct review link.
Finding your review link: Go to your Google Business Profile dashboard, click "Ask for reviews," and copy the link. Save it somewhere easy to access.
Responding to Reviews
Respond to every review — good and bad. It shows you care about customer service.
Good review response: "Thanks John! Glad we could sort your electrical installation quickly. We pride ourselves on reliable service for Manchester homeowners."
Bad review response: "Hi Sarah, I'm sorry the communication wasn't clearer. I've called to discuss this and we're working to improve. Thanks for the feedback."
Never argue with bad reviews. Address the issue professionally and move on. One bad review won't hurt you if you have plenty of good ones.
Local SEO: Beyond the Profile
Your Google Business Profile works better when it's part of a broader strategy.
Consistency Across Platforms
Make sure your business name, address, and phone number are identical everywhere:
- Your website
- Yell.com
- Checkatrade
- Your email signature
Google checks these details across the web. Inconsistencies hurt your local ranking.
Citations and Directories
Get listed on trade-specific directories:
- Rated People
- MyBuilder
- TrustATrader
- Local council trade directories
These don't just bring direct leads — they also reinforce your legitimacy with Google.
Common Mistakes That Kill Your Rankings
Wrong service areas. If you're mobile, set up your service areas properly. Don't claim you serve the entire UK if you actually cover a 20-mile radius.
Fake reviews. Don't buy reviews or ask family to leave them. Google spots these easily and will penalise your listing.
Inconsistent opening hours. Keep your hours updated, especially around bank holidays. Nothing frustrates customers like calling during "opening hours" and getting no answer.
Ignoring Google Posts. Google lets you post updates, offers, and news directly to your profile. Most tradesmen ignore this, but it's an easy way to stay active. Post about recent jobs (with permission), seasonal tips, or special offers.
Measuring Success
Track these metrics in your Google Business Profile dashboard:
| Metric | What It Tells You |
|---|---|
| Search queries | What terms people use to find you |
| Actions | Calls, website clicks, direction requests |
| Photo views | How often people look at your photos |
| Review trends | Star rating and review count over time |
If you're getting lots of views but few calls, your photos or description might need work. If you're not getting views at all, focus on reviews and photos first.
What Happens When You Get It Right
A properly optimised profile typically shows results within 2–4 weeks. You'll notice more phone calls during business hours, better quality enquiries, and higher visibility for local search terms.
The goal isn't just more calls — it's more of the right calls. A good profile attracts customers who are ready to book, not just price-shopping.
Most of your competitors are either ignoring their profile or doing it badly. This is your chance to get ahead without spending money on advertising. Just do the basics better than everyone else.
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