Google Business Profile Optimisation: Run Your Listing Like a Mini High-Street Shop
If your website is your online shop, your Google Business Profile is the sign and window display people see before they decide to walk in. Get it wrong, and they’ll stroll past to your competitor. Get it right, and you’ve got a steady stream of warm, ready-to-buy visitors.
In this guide, we’ll walk through Google Business Profile optimisation for UK service-based businesses – trades, salons, clinics, agencies, professional services and more – using simple, practical steps. Think of it as learning how to run a tiny, high‑performing shop right inside Google.
Why Your Google Business Profile Matters More Than You Think
When someone searches “plumber near me” or “accountant in Manchester”, they don’t start by visiting websites. They see:
- The map
- The list of local businesses (the “map pack”)
- Star ratings, opening hours and a handful of photos
That little box is your Google Business Profile (GBP). It’s often:
- The first impression people get of your business
- The deciding factor between you and the business next door
- A shortcut to trust (reviews, photos, consistency)
Treat it like a proper shop:
- Clear sign (business name and category)
- Open/closed sign (accurate hours)
- Clean window (good photos)
- Happy customers chatting outside (reviews)
Ignore it, and you’re effectively leaving the lights off and the blinds half‑down.
Step 1: Get the Basics Right (Your Shop Sign & Address)
Claim and verify your profile
If you haven’t already:
- Go to google.com/business
- Sign in with a Google account
- Search for your business and claim it (or create a new listing)
- Follow the verification steps (postcard, phone or video)
Without verification, you’re trying to run a shop without keys.
Use your real business name (no keyword stuffing)
Your business name should match what’s on your:
- Website
- Signage
- Invoices
Avoid this:
"Smith & Sons Plumbing – Emergency Plumber 24/7 Manchester Boiler Repair"
It looks spammy and can get you suspended.
Use this instead:
"Smith & Sons Plumbing"
You’ll still rank for relevant terms if the rest of your profile and website are well optimised.
Choose the right primary category (this is your aisle in the shop)
Your primary category tells Google what you actually do. It’s one of the strongest signals for local rankings.
Examples:
- Plumber
- Dentist
- Accountant
- Hairdresser
- Estate Agent
Pick the one that best describes your core service, not the one you wish you did most of.
Then add secondary categories for other genuine services. For example:
Primary: Electrician
Secondary: Security System Installer, Lighting Contractor
Step 2: Nail Your NAP (Your Address in the Digital Phone Book)
NAP = Name, Address, Phone number.
Think of it like the old phone book: if your listing appears three different ways, people (and Google) get confused.
Keep it perfectly consistent
Use the same:
- Business name
- Address format
- Phone number
Across:
- Your website
- Google Business Profile
- Social media pages
- Online directories (Yell, Yelp, Thomson Local, etc.)
Example of inconsistency:
- Website: "Acme Plumbing Ltd"
- Google: "Acme Plumbing"
- Facebook: "Acme Plumbing & Heating"
To Google, that could be three different businesses.
Use a local phone number where possible
A local landline (e.g. 0161, 020, 0117) sends a stronger local signal than a mobile or 0800.
If you use a tracking number, make sure it’s:
- Properly set up with call tracking
- Consistently used across key platforms
Step 3: Write a Description That Sounds Human (Not Like a Robot)
Your business description is like a friendly staff member greeting people at the door.
Avoid keyword-stuffed nonsense like:
"We are the best plumber in Manchester offering plumbing Manchester emergency plumber Manchester."
Instead:
- Write 2–3 short paragraphs
- Use natural language
- Mention your main services and locations
Simple example:
"We’re a family-run plumbing company based in South Manchester, helping homeowners and landlords with everything from dripping taps to full boiler installations. We cover Didsbury, Chorlton, Withington and the surrounding areas, with emergency call-outs available 24/7. Our focus is simple: turn up when we say we will, do the job properly, and leave your home as clean as we found it."
That’s clear, friendly and still includes useful local and service information.
Step 4: Treat Photos Like Your Shop Window
People scroll your photos the same way they’d glance through your window before walking in.
What to upload
Aim for a mix of:
- Exterior photos – so people recognise you from the street
- Interior photos – for clinics, salons, offices, cafes
- Team photos – faces build trust
- Before & after shots – perfect for trades, landscaping, beauty
- Work in progress – shows you’re active and real
Avoid heavily filtered or obviously stock images. Real beats perfect.
A simple photo routine
Once a week:
- Snap 2–3 photos on your phone while on a job or in the premises
- Upload them to your profile
This tells Google you’re active and gives potential customers fresh proof you’re still trading.
Step 5: Reviews – Your Digital Word-of-Mouth
Reviews are like hearing people chat about your business in the pub. The more positive, recent and detailed they are, the more comfortable new customers feel.
How to get more reviews (without begging)
Build it into your normal process:
- After a successful job or appointment, send a short follow-up message:
"Thanks again for choosing us today. If you’ve got a minute, a quick Google review really helps other local people find us. Here’s the link: [your review link]."
- Add the link to:
- Email signatures
- Invoices
- Booking confirmations
Respond to every review (yes, even the awkward ones)
Responding shows you’re present and you care.
- Positive review:
"Thanks so much for the lovely feedback, Sarah – it was a pleasure sorting the boiler for you. If you ever need us again, you know where we are."
- Negative review: keep it calm, short and solution-focused.
"Hi James, we’re really sorry to hear this. This isn’t the level of service we aim for. We’ve tried to contact you directly to put this right – please give us a call on 01234 567890 so we can sort this properly."
Google doesn’t expect perfection – it expects professionalism.
Step 6: Use Posts Like a Noticeboard, Not a Megaphone
Google Posts are like the corkboard in your shop: offers, updates, events, reminders.
Types of posts that work well:
- Offers – seasonal discounts, packages
- Updates – new services, new staff, new locations
- Events – open days, webinars, workshops
- Tips – quick, helpful advice
Example post for a physio clinic:
"Working from home and getting more back pain? Here are 3 quick stretches you can do at your desk. [Short bullet list]. If pain persists, book an assessment with our team in Bristol."
Aim to post once a week. Keep it short, helpful and human.
Step 7: Services & Products – Your Simple Menu
The Services and Products sections are your menu inside Google.
Use them to:
- List your main services clearly
- Add short, plain-English descriptions
- Include prices or price ranges where possible
Example for a cleaning company:
- End of Tenancy Clean – Full top-to-bottom clean ready for check-out, including oven and fridge. Average 3-bed house from £180.
- Regular Domestic Cleaning – Weekly or fortnightly cleans, same cleaner each visit. From £18 per hour.
This helps both Google and customers understand exactly what you do.
Step 8: Keep Your Opening Hours Boringly Accurate
Nothing annoys people more than:
- Google says you’re open
- They turn up or call
- You’re closed
Update your hours when:
- You change your standard schedule
- You’re closed for holidays
- You have special hours (e.g. bank holidays)
Set special hours rather than editing your main hours every time there’s a one-off change.
Step 9: Connect Your Website (So the Shop and Listing Work Together)
Your Google Business Profile and website should feel like two doors to the same place.
Make sure:
- Your website URL is correct and uses https
- The services and locations mentioned on your profile are clearly visible on your site
- You have dedicated pages for key services and areas (e.g. “Boiler Repairs in Stockport”)
This consistency helps Google trust your information and improves both map and organic rankings.
Step 10: Check Your Insights (Like a Simple Till Report)
Google gives you basic stats in the Insights section, such as:
- How people found you (search terms)
- Whether they saw you on maps or search
- How many called, visited your website or requested directions
Look at this monthly and ask:
- Which search terms are bringing people in?
- Are calls going up or down?
- Do we need more photos, reviews or posts?
You don’t need to become a data analyst – just use it as a simple health check.
Common Mistakes to Avoid (The Digital Equivalent of a Messy Shop)
Watch out for:
- Duplicate listings – confusing for everyone, get them merged
- Keyword-stuffed names – risky and untrustworthy
- Old phone numbers – missed calls = missed money
- Random categories – only choose ones that genuinely fit
- Ignoring reviews – especially the bad ones
Fixing these alone can give you a noticeable lift in visibility and enquiries.
Turn Your Google Business Profile Into a 24/7 Lead Machine
Google Business Profile optimisation isn’t about tricks – it’s about doing the basics properly and consistently, just like running a tidy, welcoming shop on the high street.
If you’d like your website and Google Business Profile to work together as a proper 24/7 sales team – with clear messaging, strong local SEO and a site that actually converts those clicks into calls – Los Webos can help.
We build fast, search-friendly websites for UK SMEs and set them up to play nicely with your local search presence.
Want more local enquiries without faffing about with jargon?
Get in touch with Los Webos and let’s make your business the obvious choice in your area.