How to set up a Google Business Profile: Complete step-by-step guide for small businesses

Why you need a Google Business Profile

If you run a small business with any local presence, a Google Business Profile (previously called Google My Business) is essential. It's completely free and one of the most powerful tools for getting found by local customers.

Here's why it matters: 46% of all Google searches are looking for local information, and 86% of Google Business Profile views come from category-based searches like "plumber near me" or "best coffee shop". Without a profile, you're invisible to these potential customers.

Your Google Business Profile appears when people search for businesses like yours, showing your location on Google Maps, contact details, opening hours, photos, and customer reviews. It acts like a mini sales funnel - customers find your listing, quickly scan the information, and decide whether to contact you or visit your business.

Before you start: What you'll need

Before setting up your profile, make sure you have:

• A Gmail account - This can be your personal Gmail, a new one created specifically for your business, or an existing business Gmail account
• Your business details - Name, address, phone number, website, and opening hours
• High-quality photos - Interior and exterior shots of your business, team photos, and product images
• Access to verification methods - You'll need to receive either a phone call, text message, or postcard to your business address

If you don't have a Gmail account, you can create one for free here.

Step 1: Check if your business already has a profile

Someone may have already created a Google Business Profile for your business (customers can create listings by leaving reviews). Start by searching Google for your exact business name and location to see if a profile already exists.

If you find an existing profile, you'll need to claim ownership rather than create a new one. If no profile exists, you can create one from scratch.

Step 2: Create your Google Business Profile

To start creating your profile, go to business.google.com and sign in with your Gmail account.

Business name and category

Enter your business name exactly as it appears on your real-world signage, business cards, and official documents. Don't add keywords, locations, or promotional text - Google has strict policies against this and may suspend profiles that don't comply.

Choose your primary business category carefully. As of November 2024, there are over 4,000 Google Business Profile categories, and Google regularly adds new ones. Select the most specific category that accurately describes your main business activity.

Business location

Add your complete business address. If you're a service-based business that visits customers at their location, you can choose to hide your address and show only your service area instead.

Contact information

Add your primary business phone number and website URL. You can add up to three phone numbers (mobile or landline, but not fax numbers). Make sure these details match exactly with what's on your website and other online listings.

Opening hours

Set your regular business hours accurately. You can also set special hours for holidays or temporary changes later. Keep these updated - incorrect opening hours are one of the main reasons customers get frustrated with businesses.

Business description

Write a compelling description in 750 characters or fewer. Focus on what makes your business unique and include relevant keywords naturally. Avoid keyword stuffing - write for humans, not search engines.

Step 3: Verify your business

Google requires verification to prevent fake listings and ensure only legitimate businesses can manage profiles. Since 2024, Google has introduced enhanced verification protocols to combat spam and improve user trust.

Verification methods include:

• Phone verification - Automated call or text message to your business number
• Postcard verification - Physical postcard sent to your business address with a verification code
• Video verification - Some businesses may be required to submit video verification showing their physical location and signage
• Instant verification - Available if you've already verified your website with Google Search Console using the same email address

The postcard method typically takes 1-2 weeks, so be patient. Once you receive your verification code, return to your Google Business Profile and enter it to complete the process.

Step 4: Optimise your profile for 2025

Once verified, it's time to make your profile stand out. Google rewards complete profiles with better visibility in search results.

Add high-quality photos and videos

Photos are crucial - profiles with compelling photos receive significantly more views and interactions. Upload:

• Exterior and interior shots of your business
• Photos of your team at work
• Product or service images
• Behind-the-scenes content

New for 2025: Google now supports customer video reviews, and businesses can add short videos to showcase their offerings.

Complete all attributes

Fill in every available attribute section, including:

• Amenities (parking, Wi-Fi, accessibility features)
• Payment methods accepted
• Services offered
• Sustainability features (increasingly important to customers)

Set up messaging options

Major update for 2025: Google has replaced the old Business Chat feature with WhatsApp and SMS integration. You can now allow customers to contact you directly through:

• WhatsApp Business
• SMS messaging
• Traditional phone calls

Add products and services

Use the Products section to showcase your offerings with detailed descriptions, prices, and call-to-action buttons. This feature helps customers understand exactly what you provide before they contact you.

New for restaurants: Google now offers AI-powered menu creation - simply photograph your menu and Google's AI will digitise it for your profile.

How to access your profile in future

There are several ways to manage your Google Business Profile:

Direct login

Go to business.google.com and sign in with your Gmail credentials. You'll see all the profiles you manage.

Through your Google account

If you're signed into Chrome with your Google account, click the grid icon (nine dots) next to your profile picture to access Google Business Profile Manager.

Via search results

Search for your business name on Google. If you're signed in, you'll see "You manage this Business Profile" below your listing with quick edit options.

New features and updates for 2025

Google continues to evolve Business Profiles with new features that help businesses connect with customers:

AI-powered features

• AI menu creation for restaurants - photograph your menu and AI converts it to digital format
• AI-generated backgrounds for posts - create professional-looking social media style posts
• Product Studio integration - enhance product photos with AI-generated backgrounds

Enhanced customer interaction

• WhatsApp integration - customers can message you directly through WhatsApp
• QR codes for reviews - easily generate QR codes that customers can scan to leave reviews
• Emoji reactions to reviews - respond to reviews with heart, thumbs up, or fire emojis
• Story-format review display - reviews with photos now display in an Instagram-style story format

What's Happening feature

Bars and restaurants can now highlight daily specials, live events, and promotions directly on their profile, similar to social media posts.

Common mistakes to avoid

Learn from others' mistakes to keep your profile optimised and avoid penalties:

Business name violations

• Don't add keywords to your business name - "Best Plumber in Dublin" will get flagged
• Don't include locations - unless it's officially part of your registered business name
• Don't add promotional text - save this for your business description

Inconsistent information

Make sure your business name, address, and phone number (NAP) are identical across your website, social media, and all online directories. Inconsistencies can hurt your local search rankings.

Neglecting reviews

88% of consumers read reviews before choosing a local business. Not responding to reviews (both positive and negative) is a missed opportunity to build trust and improve your online reputation.

Outdated information

Nothing frustrates customers more than arriving at your business to find you're closed when your profile says you're open. Keep your hours, contact details, and services updated.

Maintaining your profile

Setting up your profile is just the beginning. Regular maintenance is crucial for ongoing success:

Weekly tasks

• Check and respond to new reviews
• Upload fresh photos
• Create posts about offers, events, or business updates
• Monitor and respond to customer questions

Monthly tasks

• Review and update business information
• Analyse performance insights
• Add new products or services
• Update seasonal hours or special offers

Use Google Posts effectively

Regular posting keeps your profile active and engaging. Share:

• Special offers and promotions
• New products or services
• Behind-the-scenes content
• Customer success stories
• Industry news and tips

Getting results from your Google Business Profile

Your Google Business Profile is more than just a business listing - it's a powerful marketing tool that can drive real results for your business. Studies show that complete, optimised profiles can increase visibility by up to 2.7x.

Remember, this isn't a "set it and forget it" tool. The businesses that see the best results are those that actively manage their profiles, regularly engage with customers, and keep their information fresh and relevant.

Start with the basics - complete your profile, verify your business, and begin collecting reviews. As you become more comfortable with the platform, explore the advanced features like Posts, Products, and the new 2025 integration options.

Your Google Business Profile is often the first impression potential customers have of your business. Make it count by presenting accurate, compelling, and up-to-date information that encourages customers to choose you over your competitors.

Take action today: If you haven't already, start setting up your Google Business Profile now. Your future customers are searching for businesses like yours - make sure they can find you.

About the author

Rachel Clinton has led sales and business development teams across a range of companies, from local SMEs and family businesses through to large multinationals.