When someone searches for a business like yours nearby, Google usually shows a map with three listings and a panel on the right before it shows any website. That panel is your Google Business Profile — and if yours is missing or half-empty, you're invisible for exactly the customers who were ready to call. The good news: claiming and completing it is free and takes about twenty minutes. Here's how.
Why the profile matters more than your website (at first)
For local searches, the profile is what drives the map result, the reviews, and the "call" and "directions" buttons. Google has said a complete Business Profile makes people significantly more likely to consider buying from you. It's the single highest-return twenty minutes most local businesses can spend online.
1. Claim it
Search your business name on Google. If a panel appears with "Own this business?" or "Claim this business," start there. If nothing appears, create a profile at Google Business Profile. You'll verify ownership, usually by phone, email, or a postcard.
2. Get the basics exactly right
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Your name, address, and phone number must be accurate and match what's on your website and other listings. Inconsistent details confuse Google and customers alike. Pick the most accurate primary category — it's one of the biggest factors in whether you show up.
3. Add hours and service areas
Set your real hours, including holidays. If you travel to customers, list the areas you serve. Surveys of home-service businesses find a large share never list their service areas or hours online — an easy gap to beat, because your competitors have it too.
4. Add photos and a real description
Profiles with photos get more clicks. Add your logo, a few shots of your work, team, or storefront, and write a plain description of what you do and where. This is also a place to include the words customers actually search for.
5. Link your website and turn on the extras
Add your website link and, if relevant, a booking or quote-request link, your services, and products. These give ready customers a direct next step instead of a dead end.
6. Ask for reviews — and reply to them
Reviews influence both ranking and trust. Ask happy customers to leave one, and reply to every review, positive or not. A steady trickle of recent reviews with thoughtful replies does more for local visibility than almost anything else.
Frequently asked questions
Is a Google Business Profile free?
Yes, completely free to claim and manage. You only pay if you separately choose to run Google Ads, which is different.
How long until it helps?
Once verified and completed, you can start appearing in local results within days. Reviews and consistency build your position over the following weeks.
What if a competitor or old owner claimed it?
You can request ownership through Google's process. It takes a little longer but is worth it — the profile is too important to leave unmanaged.
Want us to sort out your online presence?
A complete profile is the fast first win; a site that backs it up is the next. See how we build professional small-business websites at a fixed price, or tell us your business name and we'll take a look at how you show up.
