Appear in Maps

Get found when locals search your category + city.

Collect reviews

Social proof that converts searchers into callers.

Stay active

Fresh photos and posts signal you're open for business.

Drive leads

Call, message, and direction buttons right in search.

6 steps to set up correctly

Most owners finish the core setup in one sitting. Do all six before you worry about ads.

1

Open Google Business Profile

Go to business.google.com and sign in with the Google account you'll keep long-term — not a personal account you might lose access to.

2

Find or create your listing

Search your exact legal business name + city. If a listing exists, claim it. If not, create one with your real primary category (e.g. "Plumber," not "Best plumber in Denver").

3

Complete verification

Follow postcard, phone, email, or video verification. Until you're verified, your listing won't perform — Google limits visibility for unverified profiles.

4

Fill every important field

Category, services, hours, phone, website, description, and service area. Keep your name, address, and phone identical on your website, invoices, and directories.

5

Upload real photos

Exterior, interior, team, trucks, and finished work. Start with at least 10 quality images. Add more monthly — profiles with 100+ photos get significantly more actions.

6

Launch your review habit

Grab your direct review link (next section), add it to your site, and respond to every review within 24–48 hours. Consistency compounds trust.

Speed tip: After verification, complete every profile field the same day. Partial profiles underperform complete ones — especially in competitive markets.

Photos & posts that convert

Keep your profile active with simple, repeatable content — no agency required.

Exterior + signage

Storefront, truck wrap, or job-site signage. Helps customers confirm they found the right business.

Team + behind the scenes

Real faces beat stock photos. Show who customers will actually meet or talk to on the phone.

Before / after proof

Top performers for trades, beauty, fitness, and any service with visible results.

Simple content cadence

  • Weekly: 1 Google post (offer, project highlight, seasonal tip, or hours update).
  • Monthly: 3–5 new photos from real jobs.
  • Ongoing: reply to every review within 24–48 hours.
  • Quarterly: verify hours, services, and NAP match your website.

Website + Google = better conversion

Use both together so prospects can trust you and contact you in one tap.

  • Put your review button in the footer and near every call-to-action.
  • Reuse your best GBP photos on your site for visual consistency.
  • Match phone, address, and hours exactly (NAP consistency).
  • Make calling obvious — click-to-call on mobile is non-negotiable for local businesses.

Also in this guide series

Request reviews Respond to reviews Local SEO basics Launch checklist

Free resources from AltaForma. Share with clients and prospects.

Common questions

You can appear within days of verification, but meaningful ranking gains usually take 4–8 weeks of consistent updates, reviews, and accurate info.
Yes — one profile per real, customer-facing location. Don't create fake locations or service-area spam; Google suspends those.
You can hide your street address and define service areas instead. Keep your phone and service area accurate and consistent everywhere online.
No. Google Business Profile is free. Google Ads are optional and completely separate.
Avoid shortcuts: never buy fake reviews or keyword-stuff your business name (e.g. "Joe's Plumbing — Best Emergency Plumber Denver"). Both trigger suspensions and ranking loss.