If you're a tradesman and you're not on Google Business Profile, you're missing out on the easiest free leads available. When someone searches "electrician near me" or "builder in Newcastle", Google shows a map with local businesses. That's your Google Business Profile at work.
Step 1: Create your profile
Go to business.google.com and click "Manage now". Sign in with a Google account (create one if you don't have one). Enter your business name exactly as customers know you.
Step 2: Choose your category
Pick the category that best describes what you do. Google has specific ones like "Plumber", "Roofing Contractor", "Electrician", "General Contractor". You can add secondary categories too. If you're a builder who also does extensions and loft conversions, add those as well.
Step 3: Add your service area
If you go to customers (which most tradespeople do), select "I deliver goods and services to my customers" and enter the areas you cover. You can add towns, cities, or postcodes. Be honest about where you'll actually travel to.
Step 4: Add your contact details
Add your phone number and website. If you don't have a website yet, add your phone number at minimum. But seriously, get a website. It makes your profile look significantly more trustworthy and Google tends to rank profiles with websites higher.
Step 5: Verify your business
Google will send you a postcard with a code to your business address. It usually takes 5-14 days. Once you get it, enter the code to verify your profile. Some businesses can verify by phone or email instead.
Step 6: Optimise your profile
This is where most tradespeople stop too early. A verified profile is just the start. To actually show up in searches, you need to:
- Add photos. Upload at least 10 photos of your work. Before and after shots work brilliantly. Google profiles with photos get 42% more requests for directions and 35% more website clicks.
- Write a description. Explain what you do, where you work, and what makes you different. Keep it natural and mention your location and services.
- Add your services. List every service you offer. Google uses this to match you with relevant searches.
- Set your hours. Even if you're flexible, set some hours. Profiles with hours show up more often.
Step 7: Get reviews
This is the single most important thing you can do. Businesses with more genuine reviews rank higher and convert better. After every job, send a quick text with your review link. Google gives you a short link you can share directly from your profile dashboard.
Don't buy fake reviews. Google is getting better at spotting them and will penalise your profile. Real reviews from real customers are what you need.
Keep it updated
Post updates occasionally. Share completed jobs, seasonal offers, or just a quick update that you're available for work. Google likes active profiles and will show them more often than abandoned ones.
Setting all this up takes about 30 minutes. The returns last years. If you do nothing else for your business online, do this.