The Complete Google Business Profile Guide for Local Businesses

When someone searches "barber near me" or "landscaper in [your town]", Google shows a map with three businesses before any regular search results. Those three spots get the majority of the calls. The tool that decides who shows up there is your Google Business Profile, and it is completely free.

Step 1: Claim or create your profile

Go to google.com/business and search for your business name. If a listing already exists (Google sometimes creates them automatically), claim it. If not, create a new one. Google will verify you're the owner, usually by phone, email, video, or a postcard mailed to your address.

Step 2: Fill out every single field

Google favors complete profiles. Take 20 minutes and fill in:

• Primary category: the most specific one that fits (for example "Hair salon" rather than "Beauty").
• Secondary categories: other services you genuinely offer.
• Hours: including holiday hours. Wrong hours are one of the top reasons for bad reviews.
• Service area: if you travel to customers, list the towns you cover.
• Website: link to your own website, not your Facebook page.
• Services and products: list each one with a short description and price if you can.

Step 3: Add real photos, and keep adding them

Profiles with photos get far more requests for directions and website clicks. Upload your storefront (so people recognize it when they arrive), your team, your work, and your space. Add a few new photos every month. It signals to Google that the business is active.

Step 4: Ask for reviews the easy way

Your profile gives you a short review link. Put it on your receipts, in follow-up texts, and on your website. Reply to every review, good or bad, politely and quickly. Future customers read your replies as much as the reviews themselves.

Step 5: Post updates

You can publish short posts on your profile: offers, events, new services, seasonal reminders. They show up right on your listing. Once a week is plenty.

Why your website still matters

Your profile gets attention, but your website closes the deal. Google also checks that your name, address and phone number match on your website. A clean, mobile-friendly site with a clear "call" or "book" button turns those profile clicks into paying customers.