Google Business Profile: the 10 minute setup most businesses skip
Every website I build includes claiming and completing the client’s Google Business Profile, and it’s genuinely one of the highest impact, lowest effort things a small business can do. Most people either haven’t set it up at all, or set it up years ago and never touched it again.
Here’s how to do it properly, in about 10 minutes.
Step 1: Claim your listing
Search your business name on Google. If a listing already exists (Google often creates one automatically), click “Own this business?” to claim it. If nothing comes up, go to google.com/business and create a new one from scratch.
Step 2: Get your category right
This matters more than people expect. Google uses your category to decide who sees your listing, so “Beauty salon” and “Hair salon” will surface you for different searches. Pick the most specific, accurate category available, not just the first one that seems close enough.
Step 3: Fill in every field, not just the basics
Business hours, phone number, website link, and a proper description. Most profiles are missing at least one of these, and an incomplete profile quietly signals to Google (and to customers) that the business isn’t being actively managed.
Step 4: Add real photos
Not stock images. Photos of your actual space, your actual work, your actual team if that’s relevant. Listings with real photos get noticeably more clicks than ones without.
Step 5: Turn on messaging or bookings, if it suits you
Depending on your business, Google lets people message you or book directly from the listing. Not every business needs this, but if you’re getting enquiries by phone already, this is often an easier first step for a customer who’s just browsing.
Step 6: Ask for reviews, and actually reply to them
A profile with a handful of reviews from two years ago looks worse than one with steady, recent activity. Ask happy customers directly, most people are glad to leave one if you make it easy, and take two minutes to reply to the ones you get.
The part everyone forgets
Once it’s set up, it needs the occasional update. Changed your hours for a public holiday? Added a new service? Your Google Business Profile should reflect that just as much as your actual website does. This is exactly the kind of small, ongoing task that’s easy to let slip, which is part of what a Care Plan covers if you’d rather not think about it.