Google Business Profile setup checklist for local businesses

Your Google Business Profile (GBP) is the listing that appears on Google Search and Google Maps when someone looks for a business like yours nearby. For local businesses it is often the first thing a customer sees, before your website. This checklist covers how to set it up properly and the mistakes that hold listings back.

1. Claim and verify the listing

• Search for your business name on Google Maps. If a listing exists, claim it instead of creating a duplicate.
• Use a Google account that belongs to the business, not a staff member's personal account.
• Complete verification as Google asks, for example by video, phone or postcard. Until you verify, you cannot manage the listing fully.

2. Get the core details exactly right

• Name: use your real business name as it appears on your signboard. Adding keywords to the name violates Google's guidelines and can get a listing suspended.
• Address and phone (NAP): keep your name, address and phone number identical everywhere online: website, social profiles and directories.
• Opening hours: set regular hours and update them for holidays.
• Service area: if you travel to customers, set the areas you serve.

3. Choose categories carefully

The primary category is one of the strongest signals for what you appear for. Pick the most specific category that describes your main business, then add a few secondary categories for other things you genuinely do.

4. Write a clear description and list services

Describe what you do, who you serve and where, in plain language. Mention your main services naturally and list them in the services or products section. Do not stuff the description with repeated keywords or phone numbers.

5. Add real photos

• A clear logo and cover photo.
• Photos of the exterior, interior, team and your work.
• Add new photos regularly. Fresh, genuine photos build trust.

6. Link your website and key actions

Add your website link, and where relevant an appointment or booking link. Make sure the page you link to loads fast on a phone and shows the same name, address and phone number as the listing.

7. Ask for reviews and reply to them

• Share your review link with happy customers after a job or visit.
• Never pay for reviews or review-gate (asking only happy customers to review).
• Reply to every review, good or bad, politely and briefly.

8. Post updates and keep it current

Use Google Business posts for offers, news and events, and check the listing every month for wrong hours, new duplicates or spam reviews.

Common mistakes

• Creating a second listing for the same location.
• Keyword-stuffing the business name.
• Wrong or too many categories.
• Different phone numbers or addresses on the website and the listing.
• Ignoring reviews, or never updating photos and hours.

Profile first, website second?

Do both. The profile gets you into Maps and local results, and the website is where customers confirm details, see your work and contact you. They reinforce each other, which is why our Discoverability Setup packages set up a fast, SEO-ready website and a fully optimised Google Business Profile together, with optional monthly management after that.