If you’re a service business and you haven’t properly set up your Google Business Profile, you’re leaving money on the table.
I mean that literally. People are searching for what you do, in your area, right now. And Google is deciding who to show them. If your profile is half-finished, out of date, or completely empty - you’re invisible.
The mad thing? It’s completely free.
What it actually is
When you Google something like “plumber in Wigan” or “accountant near me”, you get a map with three businesses listed underneath it. That’s the Google Map Pack. And those listings come from Google Business Profile.
If you’re a local service business, being in that map pack is worth more than almost any other marketing you could do. People who search like that are ready to buy. They’re not browsing. They’re looking for someone to call.
What most businesses get wrong
They set it up once and forget about it.
The profile goes live with a phone number, an address, maybe a logo. And then nothing.
No posts. No photos. No updates. For months. Sometimes years.
Google notices.
If your profile looks abandoned, it’s not going to put you in front of people.
What to actually do
1. Fill in everything.
Every field. Your services, your service area, your opening hours, your website, a proper description of what you do. If Google gives you a box to fill in, fill it in. Don’t leave anything blank.
2. Add photos. Real ones.
Not stock photos. Photos of your work, your team, your van, your finished jobs. Google loves photos - profiles with photos get significantly more clicks than those without. And customers trust them more.
Take a photo after every job. It takes five seconds.
3. Post regularly.
Most people don’t even know you can post on Google Business Profile. You can. It’s like a mini social media platform built right into your listing.
Post once a week. A photo from a job with a line about what you did. A seasonal tip. A new service you’re offering. Keep it simple - a photo, two or three sentences, done.
4. Get reviews. And reply to them.
This is the big one. Reviews are the single biggest factor in where you appear in local search results. More reviews, better ranking. Simple as that.
Ask every happy customer for a review. Make it easy - send them the direct link. And reply to every single review you get, good or bad. Google tracks this.
5. Answer questions.
People can ask questions on your profile. If they do, answer them quickly. If nobody’s asked yet, add your own FAQs. “Do you offer free quotes?” “What areas do you cover?” Get the common ones in there.
The bottom line
Your Google Business Profile is probably the most powerful marketing tool you have - and it costs nothing.
If yours is sitting there half-finished, go and sort it out today. It’ll take you an hour and it’ll work harder than most things you’ve paid for.
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