If someone searches for a business like yours nearby, a Google Business Profile is often what they see first, before they ever reach your website. It shows your location on the map, your hours, your reviews, and a link straight through to you. Setting it up properly takes under an hour and costs nothing.
Direct answer: create your profile at google.com/business, verify your business, then fill in every section completely: category, hours, service area, photos, and a description. Just as important, make sure the details match your website exactly. A mismatch between your profile and your site is one of the most common reasons local search visibility stalls.
Step 1: create and claim your profile
Go to google.com/business and sign in with a Google account, ideally one created specifically for the business rather than a personal account. Search for your business name first. Google often already has a listing created automatically from public data, and claiming an existing one is simpler than risking a duplicate.
Step 2: choose the right category
Your primary category has a real effect on which searches you appear in, so pick the most specific option that genuinely matches your main activity, not the broadest one. A general “handyman” category, for example, is weaker than a specific one if a more precise option exists for your trade.
Step 3: complete every section, not just the basics
Google rewards complete profiles with better visibility. Beyond your name, address and phone number, fill in:
- Business hours, including any holiday exceptions
- A service area, if you travel to customers rather than a fixed location
- A business description that explains what you do in plain terms
- Real photos of your premises, work, or team
How to fix it: treat this as a proper setup task, not a five-minute form. An incomplete profile with just a name and address is a weak signal compared to a fully filled-out one.
Step 4: verify your business
Google needs to confirm your business is genuine before your profile shows fully in search results. Verification methods vary, commonly a postcard sent to your business address, though phone or email verification is sometimes available. This can take anywhere from a few days to a couple of weeks, so start this step early rather than leaving it until you need visibility urgently.
Step 5: make sure your profile matches your website exactly
This is the step most guides skip, and it matters more than most business owners realise. Your business name, address and phone number, often shortened to NAP, need to match precisely across your Google Business Profile, your website footer, and any directories you’re listed on. Even small inconsistencies, such as “St” versus “Street,” can weaken how confidently Google associates your listing with your business.
How to fix it: open your website and your Google Business Profile side by side and check every detail matches exactly. If your website doesn’t currently list a phone number or address clearly, that’s worth fixing too, since our guide on essential pages every small business website needs covers where that information belongs.
Step 6: link your profile to the right page
Your Google Business Profile has a website field. Point it to your homepage, or better, to a specific landing page if you serve a particular area or offer a specific service that matches what someone searching nearby is likely looking for.
Setup checklist
| Step | Task |
|---|---|
| 1 | Search for and claim any existing listing before creating a new one |
| 2 | Choose the most specific accurate category |
| 3 | Complete every section: hours, service area, description, photos |
| 4 | Complete verification as early as possible |
| 5 | Match NAP details exactly across your profile and website |
| 6 | Link to the most relevant page on your site |
Keeping it accurate over time
A profile set up once and never revisited tends to drift out of date, with old hours, outdated photos, or a description that no longer reflects your business. Treat a periodic review of your Google Business Profile as part of your regular website maintenance, alongside checking your site itself is current.
Why this matters for your website traffic
A Google Business Profile is often the first local visibility a new business gets, since it can appear in local search results before a new website has built up enough authority to rank well on its own. If your website still isn’t getting much traffic despite a complete profile, our guide on why your website isn’t getting traffic covers the other common causes worth checking.
FAQs
How long does Google Business Profile verification take? It varies by method, but postcard verification, the most common option, typically takes one to two weeks to arrive. Phone or email verification, where available, is usually much faster.
Do I need a website to have a Google Business Profile? No. A Google Business Profile can exist and function without a website, though having one gives potential customers somewhere to learn more and gives you a place to send your profile’s website link.
Is a Google Business Profile really free? Yes, it’s a free tool. There’s no cost to create, verify, or maintain a standard profile.
What’s the most common mistake small businesses make with their profile? Leaving it incomplete after initial setup, and letting details like hours or photos go out of date over time. A profile that isn’t kept current sends a weaker signal than a competitor’s fully maintained one.
