If you run a local business in the UK, a Google Business Profile (GBP) is one of the highest-leverage, lowest-cost assets you can set up. It puts your business on Google Search and Google Maps, lets customers see your hours, photos, services and products, call or visit you with a tap, and read or leave reviews—often before they ever click through to your website. It’s free, fast to set up, and—when maintained—can become a primary source of walk-ins and enquiries.
This guide takes you from zero to live, verified, and optimised, then goes further with advanced tips, templates, and maintenance routines used by agencies and in-house marketers across the UK. You’ll learn what to prepare, how to verify (including video), and how to keep the profile performing month after month.
Who Is Eligible (and who isn’t)
Eligible:
- Brick-and-mortar businesses that serve customers in person (shops, cafés, salons, clinics, showrooms, offices with signage).
- Service-area businesses (SABs) that travel to customers (plumbers, electricians, landscapers, mobile mechanics, home tutors). These can hide their address and show a service area instead.
Not eligible:
- Purely online businesses with no face-to-face interaction (no visits, no callouts).
- Locations without a permanent, staffed presence or signage (e.g., virtual offices, P.O. boxes).
Golden rules:
- Use your real-world business name—no added keywords or taglines.
- Keep phone and website consistent across your website and listings.
- If customers do not visit you at home, hide your residential address and set service areas.
What to Prepare (so setup takes 10–15 minutes)
- A Google account (preferably on your business email domain).
- Business name exactly as on signage and documents.
- Address (for storefronts) or a service area (for SABs).
- Main phone number and website URL.
- Opening hours and planned bank holiday hours.
- A short “From the business” description (see templates below).
- High-quality photos: logo, exterior, interior, team at work, products/services, and a simple 10–20 second video showing your premises or service in action (handy for verification).
Step-by-Step: Create and Verify Your Profile
Step 1 — Add or Claim Your Business
- Go to the Google Business Profile sign-up and choose Manage now.
- Search your business name.
- If it appears, select it and claim ownership.
- If not, choose Add your business to Google and continue.
- If someone else claimed it, use Request ownership (Google will notify the current owner and guide the transfer if they approve).
Step 2 — Choose Your Primary Category
- Pick the single most accurate category for your main service (e.g., Plumber, Dentist, Hair salon).
- Add secondary categories only if they truly apply. You can revise categories later as your offer evolves.
Step 3 — Set Location or Service Area
- Storefront/office: Enter your full address (make sure it matches signage and can receive mail).
- Service-area business: Hide your address and set towns/cities/postcodes you genuinely serve. Avoid listing areas you can’t cover—accuracy here helps both customers and visibility.
Step 4 — Add Contact Details
- Enter your main business phone and website URL. Use the authoritative number and URL customers should rely on. Keep them consistent with your website and other listings.
Step 5 — Hours, Attributes, and “From the business”
- Add regular hours and set Special hours for UK bank holidays to prevent “hours may vary” warnings.
- Add attributes (e.g., Wheelchair accessible, Outdoor seating, Women-led, LGBTQ+ friendly, Free Wi-Fi).
- Write a clear “From the business” description (what you do, where you operate, what makes you different). Keep it human and helpful—no keyword stuffing.
Step 6 — Verify Your Business (what to expect in 2025)
Verification is required for edits to appear widely. Google decides which methods you see; many new profiles are offered video verification, but other methods can appear depending on the profile and region.
Possible methods you may be offered:
- Video recording: record a short video showing your signage/logo, premises, tools/equipment, and that you control access (e.g., keys, entering the premises or vehicle).
- Live video call: demonstrate the same items in a brief call with Google support.
- Phone/SMS: receive a code.
- Email: click a verification link or enter a code.
- Postcard: receive a code by mail and enter it once it arrives.
If you only see video: that’s normal—complete it carefully and upload. If Google needs more, it will prompt you.
Video verification checklist (copy/paste):
- Daylight or bright indoor lighting.
- Start outside, show street/area and your shopfront or van signage.
- Walk to the door, show keys or access.
- Inside: show equipment, stock, till/POS, or work area.
- Keep the video continuous (no cuts).
- Upload within the interface immediately.
Step 7 — Add Photos and Logo
- Upload a logo and cover image first.
- Add exterior shots so customers recognise you from the street, interior shots to set expectations, team at work, and products/services.
- Use natural light where possible; keep shots tidy and representative.
Step 8 — Manage in Search/Maps
- After verification, manage your listing directly in Google Search or Google Maps: sign in, search your business name (or “my business”), and edit from the visible management panel.
Deep Optimisation: How to Make Your Profile Win
1) Categories (primary + secondary)
- Choose a precise primary category (e.g., Emergency plumber is not a primary category in many cases—use Plumber and add services for emergencies).
- Add 1–3 secondary categories if they truly reflect your offer (e.g., Bathroom fitter, Boiler repair service).
- Reassess categories quarterly—they’re high-impact.
2) NAP Consistency and On-Site Alignment
- Ensure Name, Address, Phone on GBP match your website contact page.
- If you’re a SAB, make sure your service areas on GBP match the service content on your website.
- Add a clear “Contact” or “Book” CTA on your site to mirror your GBP actions.
3) Hours Done Right
- Enter regular hours you can meet.
- Set Special hours for bank holidays and seasonal changes (Christmas, New Year, Easter, summer trading).
- If you open by appointment, use More hours or reflect it in your description and services.
4) Attributes That Matter
- Add every attribute you can confidently deliver (Accessibility, Amenities, Payments, Ownership).
- Don’t add aspirational attributes—set realistic expectations to avoid poor reviews.
5) Services, Products & Menus
- Services businesses: list services with short, plain-English descriptions (and prices if you can).
- Retail & hospitality: add products and menus so customers can browse without leaving Google.
- If you take appointments, add booking links (either direct or via an integrated scheduling partner).
6) Photos & Video That Build Trust (shot list)
- Exterior (day + evening): door, signage, parking/entrance.
- Interior: waiting area, seating, treatment rooms, shop floor.
- Team at work: barista pouring, stylist cutting, technician repairing, therapist consulting.
- Products/services: bestsellers, before/after examples (with customer consent).
- Short clips (5–20s): walk-throughs, a product demo, plating a dish, machine in operation.
Tips:
- Shoot at eye level, keep frames clean, avoid heavy filters.
- Update visuals monthly—freshness signals activity.
7) Posts Strategy (always-on content)
Use Posts to publish offers, events, product spotlights, seasonal notes, or service updates. Aim for 1–4 posts/month. For food & drink venues, some profiles also surface a “What’s Happening” area in Search that highlights specials or events—keep it current if you see it on your profile.
Post ideas by sector:
- Trades: “Emergency callouts now available in [Town], 7am–10pm.”
- Clinics: “Flu jab clinics this week—book online.”
- Salons: “New balayage package for summer.”
- Restaurants/pubs: “Sunday roast bookings open” / “Live music Friday 8pm.”
- Retail: “Back-to-school bundle—10% off this week.”
8) Make Contact Easy (after chat retirement)
Google has retired the in-profile chat/call history features. Prioritise:
- Phone: make sure it’s right and staffed.
- Website & booking links: prominent and tested on mobile.
- Messaging alternatives (if available in your region/category): add text/WhatsApp or an enquiry form link so customers can reach you off-platform.
9) Reviews: Earn Them Ethically, Reply to All
- Create a short review link (or QR) and add it to email footers, receipts, and countertop signage.
- Train staff to ask after a positive moment (job completion, check-out, pick-up).
- Never incentivise reviews (no discounts, freebies, or contests tied to reviews).
- Reply to every review within a few days—thank supporters and address problems calmly and specifically.
- If you spot abuse or policy issues, report the review for Google to assess.
Copy/paste review request (email/SMS):
Hi [Name], thanks for choosing [Business]. If you’ve got a moment, we’d love your feedback—it really helps local customers find us: [review link]. Thank you!
Negative review response template:
Hi [Name], we’re sorry to hear this fell short. We’ve looked into what happened and would like to make it right. Please contact [contact method] so we can help. Thank you for your feedback—we’re using it to improve.
10) Performance & Measurement (and how to get useful data)
- In Performance you’ll see searches, views, calls, direction requests, website clicks, and—where applicable—bookings or messages.
- Add UTM parameters to your website URL in GBP (e.g.,
?utm_source=google&utm_medium=organic&utm_campaign=gbp) so Analytics can attribute visits from the profile. - Track monthly:
- Discovery vs branded searches
- Direction requests by area (where are people coming from?)
- Calls (volume & timing)
- Website clicks (and on-site conversions)
- Bookings (if integrated)
Advanced Sections (for owners, multi-location brands, and agencies)
A) Service-Area Businesses (SABs) Done Right
- Hide your residential address; set service areas that match where you actually operate.
- Create service pages on your website that mirror those areas and services.
- Photos: show your vehicle branding, tools, and before/after work.
- If you expand, update your service areas and website together to stay consistent.
B) Multi-Location Management
- Structure: use location groups and clear roles (Owner, Manager).
- Keep naming conventions consistent across locations (e.g., Brand – City Centre, Brand – Southside).
- Maintain a master data sheet for hours, categories, phone numbers, and booking links.
- Roll out global changes (holiday hours, new attributes) to all locations in a controlled window; check each profile after publishing.
C) Agencies & VAs: Clean Access Practices
- Request Manager access rather than ownership for client profiles.
- Document where data lives (Gmail, brand account) to prevent lock-outs.
- Keep a verification evidence pack per client (photos of signage, utility bill, business registration copy) for reinstatement scenarios.
D) Local SEO Synergy (beyond the profile)
- On-site: match NAP, embed a map on the contact page, add clear CTAs, and create location/service pages.
- Schema markup: add
LocalBusiness(or a specific subtype) to your contact/location pages. - Citations: ensure major listings (e.g., key UK directories in your industry) reflect the same NAP.
- Reputation page: host a simple “Reviews” page on your site that aggregates testimonials (avoid gating).
- Speed & mobile: a fast, mobile-friendly site improves conversion from GBP clicks.
E) Visual Brand System for GBP
- Use a consistent colour palette and photo style (warm vs bright/clinical) across logo, cover, posts, and website.
- Refresh cover photos seasonally to keep the listing feeling current.
- For before/after shots, secure written consent and avoid personal data in the frame.
F) Suspension Avoidance & Reinstatement Basics
- Common triggers: inconsistent NAP, unverifiable addresses, virtual offices, excessive category mismatches, or repeated policy violations.
- Keep proof on hand: signage photos, utility bill or lease, registration documents, interior photos, equipment/tools.
- If suspended, review your profile for potential issues, gather evidence, and submit a reinstatement request with clear, factual documentation.
Your First 30 Days: A Maintenance Plan
Day 1–3 (Launch & Verify):
- Finish verification and complete every field (hours, attributes, description).
- Upload logo, cover, and 8–15 strong photos.
- Add 1–2 Posts (offer + news/update).
- Generate your review link/QR and brief your team on asking for reviews.
Week 2 (Trust Signals):
- Reply to early reviews.
- Add or refine services/products/menu.
- Check Performance once to confirm data is flowing; add UTM tags if you haven’t.
Week 3 (Content & Consistency):
- Add 3–5 new photos (team at work, seasonal items).
- Publish a fresh Post (event, limited-time offer, or FAQ).
Week 4 (Review & Iterate):
- Review Performance: top queries, actions, where direction requests originate.
- Tweak categories/services if needed.
- Set Special hours for the next bank holiday.
Ongoing (Monthly):
- 1–4 Posts, 5–10 new photos, set any special hours, reply to all reviews, sanity-check categories/attributes.
UK-Specific Tips That Move the Needle
- Use a +44 local area code if you primarily serve a single region; it builds trust.
- Don’t over-inflate service areas—being realistic helps you match to nearby searches.
- Pre-publish Special hours for bank holidays so customers aren’t surprised.
- Hospitality: if your profile shows a “What’s Happening” area, keep weekly specials and events fresh.
- Appointment-based businesses: add booking links and test them on mobile.
Troubleshooting: Common Snags and What to Do
- “Someone else manages this profile” → Use Request ownership and follow the prompts.
- Only video verification is offered → Complete it carefully using the checklist; if Google needs another method, it will ask.
- Postcard never arrived → Request again or proceed with the method Google currently offers.
- Fake or abusive reviews → Report within the interface; respond professionally and avoid arguments.
- Edits pending → Many changes require review; they typically go live in a few days if compliant.
- Profile suspended → Audit for policy issues (address, signage, categories). Prepare evidence and request reinstatement.
Swipe Files (ready to use)
A) “From the business” description templates
Restaurant (independent bistro):
Family-run bistro in the heart of [Area], serving seasonal British dishes, daily baked desserts, and a well-curated wine list. Walk-ins welcome; book online for weekends. Step-free access and outdoor seating available.
Plumber (SAB):
Local, qualified plumbers serving [Town] and surrounding areas. Same-day callouts, boiler servicing, leak detection, and emergency repairs. Upfront pricing and tidy, professional work—7 days a week.
Clinic (physio/osteopathy):
Evidence-based physiotherapy, sports massage, and rehab programs in [Area]. We treat everyday aches to post-op recovery, with private treatment rooms and evening appointments.
Salon:
Colour specialists and precision cutting in a relaxed, friendly studio. Vegan-friendly products, student discounts mid-week, and online booking. Accessible entrance and Wi-Fi available.
B) Review request scripts
At the counter:
“If you enjoyed today’s visit, a quick Google review helps other locals find us. You can scan this code—thank you!”
SMS/email follow-up:
“Thanks again for choosing [Business]. Could you spare 30 seconds to share your experience? It really helps: [review link].”
C) Negative review response template
“Hi [Name], thank you for the feedback. We’re sorry we missed the mark. Please contact us at [contact method] so we can put this right. We’re reviewing what happened to ensure it doesn’t occur again.”
Quick, End-to-End Checklist
- ☐ Create/claim profile and complete verification.
- ☐ Accurate primary category and up to a few relevant secondary categories.
- ☐ Address (or service areas) set correctly; hide home address if SAB.
- ☐ Phone, website, hours, Special hours, attributes, description complete.
- ☐ Logo, cover, and at least 8–15 strong photos uploaded.
- ☐ Services/products/menu added; booking links tested.
- ☐ Posts live (offer + news), schedule monthly cadence.
- ☐ Review link/QR created; staff trained to ask.
- ☐ UTM added to website URL; Performance checked monthly.
- ☐ Quarterly review of categories, services, and photos.
Final Thoughts
A well-built Google Business Profile doesn’t just show up—it converts. By verifying promptly, completing every field, publishing useful posts, keeping photos fresh, and nurturing reviews, you create a living storefront in Search and Maps that wins attention and trust.
Treat your profile like a shop window you refresh every month. Do that, and you’ll capture more nearby searches, generate more calls and bookings, and give customers the confidence to choose you first.
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