If there's one thing I could tell every small business owner to do today, it would be this: set up your Google Business Profile. It's free, it takes 30 minutes, and it's probably the single most important thing you can do for your online visibility.
What is it?
Google Business Profile (GBP) is that box that shows up on the right side of Google when you search for a business, or those listings that appear on Google Maps. It shows your name, address, phone number, hours, reviews, photos, and a link to your website.
When someone searches "plumber near me" or "coffee shop Mission KS," the first thing they see isn't website results — it's the Google Maps pack with 3 local businesses. That's powered by Google Business Profiles.
Why it matters so much
It's where most local searches end. Studies show that nearly half of all Google searches have local intent. And most people pick a business from the Maps results without ever scrolling down to the website listings.
Reviews live here. Your Google reviews are the most powerful social proof you have. When someone sees you have 47 five-star reviews, that's more convincing than anything on your website.
It's free traffic. You don't pay for clicks from your Google Business Profile. It's free visibility to people actively searching for what you offer.
How to set it up right
1. Claim your listing
Go to business.google.com and either claim your existing listing or create a new one. Google will verify you own the business (usually by sending a postcard with a code to your address).
2. Fill out everything
Don't skip fields. Fill out:
- Business name — exactly as it appears in real life
- Category — pick the most specific one (e.g., "Residential Plumber" not just "Plumber")
- Address and service area — be specific
- Phone number — one you actually answer
- Hours — keep these updated, especially holidays
- Website URL — if you have one
- Business description — what you do, who you serve, where you operate
3. Add photos
Businesses with photos get 42% more requests for directions and 35% more clicks to their website. Add:
- Your storefront or work vehicle
- Your team (or just you)
- Your work (completed projects, products, etc.)
- Interior shots if applicable
Real photos, not stock images. People can tell the difference.
4. Get reviews
This is the big one. Ask every happy customer to leave a Google review. Make it easy:
- Send them a direct link to your review page
- Ask right after you've done good work (timing matters)
- Don't be weird about it — a simple "If you're happy with the work, a Google review would really help me out" goes a long way
5. Post updates
Google Business Profile has a "posts" feature. Use it. Share updates, offers, photos of recent work. It shows Google you're active and gives searchers more reasons to choose you.
Common mistakes
- Wrong hours. Nothing loses trust faster than showing up to a closed business when Google said they were open.
- Not responding to reviews. Respond to every review — good and bad. It shows you care.
- Ignoring questions. People can ask questions on your profile. Answer them quickly.
- Duplicate listings. If you have multiple listings for the same business, clean that up. It confuses Google.
I can do this for you
If this all sounds like a hassle, I offer Google Business Profile setup and optimization for $75. I'll claim your listing, optimize every field, write your business description, and show you how to collect reviews. Takes the whole thing off your plate.