Guide · Updated October 2026

How to Optimise Your Google Business Profile (and Get More Calls)

A step by step guide to optimising your Google Business Profile: categories, services, photos, reviews, posts and the settings that typically bring more calls.

For many local businesses, the Google Business Profile is the first thing a new customer sees. It appears in the map pack, on Google Maps and in the panel beside search results when someone looks up your name. Often people call, ask for directions or book straight from it without ever visiting your website.

The good news is that it is free, and most competitors leave theirs half finished. This guide walks through every important setting and the habits that typically turn a basic listing into a steady source of calls.

Before you start: claim and verify

If you have not yet claimed your profile, search for your business on Google or go to the Google Business Profile site and follow the steps. Verification may be by phone, text, email, video or post, depending on your business and location. Our guide to getting your business on Google Maps covers this in detail.

Once verified, work through each section below.

1. Business name: keep it real

Use your real business name exactly as it appears on your signage, website and paperwork. Adding keywords or locations, such as "Joe's Plumbing Best Emergency Plumber London", breaks Google's guidelines and can lead to suspension. Competitors can also report it.

2. Categories: the most important choice

Your primary category tells Google what you are, and it strongly influences which searches you appear for.

Choose the most specific category that fits: "Italian restaurant" rather than "Restaurant", "Family law attorney" rather than "Lawyer".
Look at what top ranking competitors use as a guide.
Add secondary categories only for things you genuinely do.
Do not add a long list of loosely related categories. Relevance matters more than quantity.

3. Address or service area

If customers visit you, show your address. If you visit customers, such as plumbers, cleaners or mobile hairdressers, set service areas and hide your home address. Hybrid businesses can do both. Never use a virtual office or mail drop address, as it typically leads to suspension.

4. Hours, including special hours

Accurate hours matter more than people think. Nothing generates a bad review faster than someone driving to a closed shop.

Set regular hours.
Add special hours for public holidays in advance.
Use extra hours types where offered, such as delivery, takeaway or senior hours.
Mark temporary closures properly rather than leaving the profile as open.

5. Phone, website and action links

Use a local phone number that is answered, or a mobile you carry.
Link to your website homepage, or to a specific location page if you have several locations.
Add booking, ordering, menu or quote links where available.
Turn on messaging if you can reply promptly.

6. Business description

You have up to 750 characters. Use them to explain what you do, who you help, where you work and what makes you different. Write naturally for people. Mention your main services and area, but do not stuff keywords. Avoid links and promotional language like "best prices", which the guidelines discourage.

Example description

"Family run electricians serving Brighton and Hove since 2012. We handle rewiring, consumer unit upgrades, EV charger installation, fault finding and electrical safety certificates for homes and landlords. Fully qualified and insured, with free quotes and clear fixed prices. Call or WhatsApp us for a quick response."

7. Services and products

Add every service you offer, each with a short description and a price if you are comfortable. Retailers and restaurants can add products or menu items with photos. This section gives Google more detail about what you do and helps customers see it at a glance.

8. Attributes

Attributes are the small tags such as "wheelchair accessible entrance", "women owned", "free wifi", "online appointments" or "onsite services". Fill in every one that applies. They appear on your profile and can help when people filter results.

9. Photos and videos

Profiles with plenty of good, recent photos typically get more engagement. Customers want to see what they are getting.

Photo checklist

Logo and a cover photo that represents you well.
Exterior photos from the street, so people recognise you on arrival.
Interior photos of your shop, salon, office or restaurant.
Work photos: products, dishes, finished jobs, before and after.
Team photos, which add warmth and trust.
Short videos of your space or a job in progress.

Add new photos regularly, for example a few each month. Use real photos rather than stock images.

10. Reviews: getting more and replying well

Reviews are one of the strongest factors in both ranking and conversion.

How to get more reviews

Copy your review link from the profile dashboard.
Ask customers at the moment they are happiest, such as when a job is finished.
Follow up with a short text, email or WhatsApp including the link.
Put a QR code on receipts, cards or your counter.
Make asking a routine for the whole team.

How to reply

Reply to every review, ideally within a day or two.
Thank positive reviewers by name and mention the service where natural.
For negative reviews, stay calm, acknowledge the issue, avoid arguing, and offer to resolve it offline.
Report reviews that are fake or break guidelines, but do not expect every complaint to be removed.

Never offer incentives for reviews or post reviews of your own business. It breaks Google's policies and can result in reviews being removed or warnings on your profile.

11. Posts and updates

Google Business Profile posts let you share offers, events and news. They keep your profile looking active and give customers a reason to choose you now. A simple routine of one or two posts a month, with a photo and a clear action button, is plenty for most small businesses.

12. Questions and answers

Where available, the questions section lets anyone ask and answer questions on your profile. Check it regularly, answer promptly, and correct any wrong answers from the public.

13. Link it to a strong website

Your profile and your website support each other. Google looks at your website to confirm details and understand your services. Make sure:

Your name, address and phone match exactly.
Each main service has its own page.
Your location or service areas are mentioned on the site.
The site is fast and works well on phones.

Our complete local SEO guide covers the website side, and what to put on a small business website lists the essential pages.

Basic versus optimised profile

Element	Basic profile	Optimised profile
Category	Generic	Specific primary plus relevant secondary
Photos	A few old ones	Fresh real photos added monthly
Services	Empty	Every service listed with description
Reviews	Occasional, unanswered	Steady flow, all replied to
Links	Website only	Website, booking, menu or quote links
Activity	None	Regular posts and updates

How to track results

The Performance section of your profile shows how many people found you, how many called, requested directions, clicked to your website or messaged you. Check it monthly. If calls rise after you add photos, services or reviews, keep doing more of that.

Common Google Business Profile mistakes

Keywords stuffed into the business name.
Wrong or overly broad primary category.
Out of date hours, especially on holidays.
A virtual office address.
Duplicate listings for the same business.
No replies to reviews.
Editing core details too often, which can trigger re verification.

Managing several locations

If you have more than one branch, each real location with staff and customer facing hours should have its own profile. Keep the business name consistent, give each location its own local phone number where possible, and link each profile to a matching location page on your website rather than the homepage. Photos, reviews and posts should be specific to each branch. Do not create profiles for locations where you do not actually serve customers in person, as these typically get removed.

Protecting your profile

Add a trusted second owner or manager so you never lose access.
Use a business email you control, not a former employee's account.
Watch for suggested edits from the public and reject incorrect ones.
Keep a note of your verification details and settings.

Google Business Profile optimisation checklist

Real business name
Specific primary category
Address or service area set correctly
Regular and special hours accurate
Phone, website and action links added
Natural 750 character description
All services and products listed
All relevant attributes ticked
Real photos, added monthly
Review routine and replies to every review
Posts once or twice a month
Website details matching exactly

Let us set it up for you

Many owners know their profile needs work but never find the time. Every SiteDrum website plan includes Google Business Profile setup, alongside a WhatsApp button, and sites go live in 7 days. The Starter plan is $99 setup and $15 per month, Business is $249 and $29 per month, and Premium, with an online shop, is $499 and $59 per month. There are no long contracts and you own your domain. If your current site is the weak link, our Website Rescue service fixes it for $99. We work with businesses in London, Sydney, Toronto, Manchester and more. See pricing or book a free 15 minute call.

Frequently asked questions

How often should I update my Google Business Profile?

Check it at least monthly. Add new photos, post an update or offer, reply to reviews and update hours ahead of holidays.

Can I add keywords to my business name on Google?

No. Use your real business name only. Adding keywords or locations breaks Google's guidelines and can lead to suspension.

Why is my Google Business Profile not showing up?

Common reasons include incomplete verification, a broad category, inconsistent details, duplicate listings or simply being further from the searcher than competitors.

Do Google posts help ranking?

Posts mainly help by keeping your profile active and giving customers a reason to act. They are worth a few minutes a month, alongside photos and reviews.

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