If you offer a local service, your Google Business Profile is one of the most important things you can set up for your business.
It’s what helps you show up when someone searches things like:
- “counsellor near me”
- “florist in Edinburgh”
- “dog walker East Lothian”
And the best part is, it’s completely free and adds massively to your trustworthiness as a business.
Why It Matters
When set up properly, your Google Business Profile helps you appear in:
- Google Maps
- Local search results
- The listings that show before websites
For many small businesses, this can drive more enquiries than their website in the early stages. People love to search for, and support businesses that are local to them so make sure you're there to be found!
Step 1: Create or Claim Your Profile
Go to Google Business Profile and either:
- Create a new listing
- Or claim an existing one (sometimes Google creates one automatically)
You’ll then be asked to verify your business. This can be done in a few different ways, most commonly by video, phone or email, and occasionally by post.
It’s usually a straightforward process and just confirms that your business is genuine and operating where you say it is.
Step 2: Choose the Right Business Category
This is one of those things that feels quite small and inconsequential, but actually makes a big difference to whether you show up in the correct searches.
When you’re choosing your category, try to be as specific as you can.
For example:
- Counsellor rather than “health service”
- Florist rather than “shop”
- Dog walker rather than “pet services”
It might seem like a minor detail, but this is one of the main ways Google works out when to show your business, so it’s worth getting right from the start.
Step 3: Add Your Services and Location
Once your category is set, the next step is to clearly list what you actually offer and where you offer it.
You’ll want to make sure that you:
- list your services in a straightforward way
- add the areas you cover if you travel (for example, Edinburgh, East Lothian, West Lothian)
- double check your contact details are correct
There’s nothing complicated here, but it does need to be accurate.
It’s also worth making sure that what you’ve written here matches what’s on your website. That consistency helps everything work together more smoothly.
Step 4: Write a Clear Description
This is where you can describe your business in your own words, and it doesn’t need to be overly polished or clever - keep it simple, factual and make sure it sounds like you!
A simple, natural description that covers:
- what you do
- who you help
- where you’re based
For example:
“I’m a Shopify and Squarespace website designer based in Edinburgh, working with small businesses across the UK.”
That’s clear, easy to understand, and gives both people and search engines exactly what they need.
Step 5: Add Photos (This Makes a Bigger Difference Than You Think)
Photos are one of the quickest ways to make your profile feel real and trustworthy.
When someone comes across your business, they want to get a sense of who you are and what you do, and images help with that straight away.
You could include:
- your workspace
- your products
- examples of your work
- before and afters
- photos of you
If you’re a dog walker, show the dogs out on walks.
If you’re a florist, show your arrangements.
If you’re a counsellor, keep things calm, simple and welcoming.
It doesn’t need to be overly styled, it just needs to feel genuine and like you - please don't use AI generated images here, people are looking for the real you, the real products etc..
Step 6: Ask for Reviews (and Keep Asking)
Reviews play a big part in whether someone decides to get in touch, especially when they’re comparing a few options.
It’s one of those things that’s easy to forget about, but makes a real difference over time.
The key is to make it part of your normal process, rather than something you do occasionally.
You might ask:
- after a project finishes
- after a session
- after a sale
And keep it simple:
“Would you mind leaving me a quick Google review? It really helps my business.”
Most people are happy to do it, they just need the prompt and ideally the link - Google makes this really simple to do.
Step 7: Keep It Active (Without Turning It Into a Job)
You don’t need to be updating your profile all the time, and you definitely don’t need to treat it like another social media platform.
But it’s worth adding the occasional update so it doesn’t feel static.
That could be:
- a short post about availability
- a seasonal update or offer
- a few new photos
Even small updates show that your business is active and still operating, which is what both people and Google are looking for. If you are checking it over and you've not had a review for a year go and chase one down so you're looking current and like you're still in business!
Common Mistakes to Avoid
There are a few things that come up quite often:
- leaving sections half finished
- choosing categories that are too vague
- not adding any photos
- never asking for reviews
None of these are difficult to fix, but they do make a difference if they’re missed.
Final Thought
If you do nothing else to support your website, this is a very good place to start.
A well set up Google Business Profile can bring in local enquiries steadily, without you needing to constantly post or advertise.
It just works in the background, but it’s often one of the most effective tools you’ve got.