How to Write a Google Business Profile That Gets You Calls

Google Business Profile (GBP) is one of the most powerful — and completely free — tools available to UK tradespeople. When someone searches "plumber near me" or "electrician in [town]", Google shows a map and three business listings above the organic results. Being in those three positions can transform how many calls you receive.

Here's how to set yours up and optimise it properly.

Step 1: Claim or Create Your Profile

Go to business.google.com and sign in with a Google account. Search for your business name — if a listing already exists, claim it. If not, create a new one. You'll need to verify your business by receiving a postcard, phone call, or text to your registered address or number.

Step 2: Complete Every Section

Google rewards complete profiles. Fill in every section:

• Business name — use your actual business name, not a keyword-stuffed version
• Primary category — choose the most specific category (e.g., "Plumber" rather than "Contractor")
• Secondary categories — add up to 9 additional categories relevant to your services
• Address / service area — if you work from home and prefer not to show your address, hide it and list your service area towns instead
• Phone number — use a mobile number so people can click to call on mobile
• Website — link to your professional website
• Opening hours — include any out-of-hours emergency availability
• Description — 750 characters to describe your services, areas covered, and what makes you different

Step 3: Add Your Services

The services section allows you to list every service you offer with a description and optional price. Use this to include all the specific terms customers might search for — "boiler installation", "emergency plumber", "bathroom fitting" etc. This data helps Google match your profile to relevant searches.

Step 4: Upload Great Photos

Profiles with photos get significantly more engagement than those without. Upload:

• Your logo and a cover photo
• Photos of your completed work (before and after where possible)
• Your van with your company branding
• A professional photo of yourself (optional but builds trust)

Add new photos regularly — active profiles are rewarded by Google's algorithm.

Step 5: Collect Reviews Systematically

Reviews are the single most important factor in your GBP ranking and conversion rate. Get into the habit of sending every satisfied customer your direct review link within 24 hours of completing a job.

You can find your review link in the Google Business Profile dashboard under "Get more reviews". Create a short URL using bit.ly or similar to make it easy to share via text.

Step 6: Post Updates Weekly

Google Posts appear on your profile and signal to Google that your business is active. Post weekly updates about:

• Completed projects (with photos)
• Seasonal promotions
• Service availability
• Tips and advice for homeowners

Step 7: Respond to All Reviews

Responding to reviews — both positive and negative — shows Google and potential customers that you are an engaged, professional business. Thank positive reviewers specifically (mention the job if possible). Address negative reviews calmly and professionally, offering to resolve any issues offline.

Combining GBP with a Professional Website

Your Google Business Profile is most powerful when combined with a professional website. The profile drives visibility in the map pack; your website converts visitors into enquiries with detailed service information, testimonials, and credentials. Together, they form the foundation of a strong local online presence.