Google Business Profile checklist for tradies and local businesses

Why it matters

Your Google Business Profile is the box with your name, hours, reviews and phone number that appears on Google Maps and in local search. For many local businesses it is seen more often than the website itself, so it needs to be accurate, complete and current.

Step 1: claim or create your profile

• Search for your business on Google Maps. If it already exists, claim it instead of creating a duplicate.
• Sign in with a Google account you control and will keep. Avoid tying the profile to an employee's personal account.
• Complete verification. Depending on your business, Google may ask for a video, a phone call or a postcard.

Step 2: get the basics exactly right

• Business name: use your real trading name. Adding keywords or locations to the name breaks Google's guidelines and can get a profile suspended.
• Primary category: choose the most specific one that matches your main service (for example "Locksmith" or "Electrician"). It has a big effect on what you appear for.
• Phone and website: use a number you answer and link to the page that best matches the profile.
• Hours: set normal hours, and add special hours for public holidays. If you offer emergency call-outs, say so in your description.

Step 3: service-area businesses

If you travel to customers and do not have a shopfront, set your profile up as a service-area business. You can hide your home address and list the suburbs or regions you cover instead. Be realistic: list the areas you genuinely service, not every town in the state.

Step 4: describe what you do

• Write a clear description (up to 750 characters) in plain language: what you do, who for, where, and what makes you trustworthy.
• Add every service you offer, with a short description of each.
• Add attributes that apply, such as online appointments, emergency service or women-owned.

Step 5: photos and proof

• Upload real, recent photos: your work, your vehicle, your team, and your logo.
• Add photos regularly. A profile with fresh images looks active and trustworthy.
• Skip stock photos. Customers can tell, and Google may not favour them.

Step 6: reviews

• Ask happy customers for a review straight after the job, while it is fresh. A short text with your review link works well.
• Reply to every review, good or bad, politely and briefly.
• Never buy reviews or offer rewards for them. It breaks the rules and can backfire.

Step 7: keep it alive

• Post an update when something changes: a new service, a seasonal offer, a project you are proud of.
• Check your details every few months. Moved, changed number or hours? Update the profile first.
• Make sure your website, social profiles and profile all show the same name, address and phone number.

Want it done for you?

We set up and optimise Google Business Profiles for local businesses, with a description in your own voice and your service areas configured, in 2 to 3 business days. See the Google Business Profile setup page for what is included.

Common questions