Why do I need a Google Business Profile and How Can I Set One Up?

When someone needs a cleaner, builder, accountant, recruitment agency or professional service, what is the first thing they usually do?

They Google it. They might search for terms like:

“Office cleaners in Kent”

“Accountants near me”

Increasingly, consumers are making decisions before they have even clicked through to a website. They are looking at the businesses that appear locally, checking reviews, finding out where they are based and deciding who looks trustworthy enough to contact.

That is why having a properly set up Google Business Profile (formerly called Google My Business) matters.

Why Is a Google Business Profile Important for Your Business?

Your Google Business Profile listing can be one of the first impressions a potential customer has of your company.

It can show your business name, phone number, website, opening hours, services, photos, reviews and location directly in Google Search and Maps. More importantly, it gives Google a clear source of information about your business, helping it understand what you do, where you operate and which customers you are relevant to.

Picture this: someone needs a reliable commercial cleaning company, so they pick up their phone or open their laptop, go on Google and search for “commercial cleaning company in my area”. Your business could be exactly what they’re looking for — but will they find you?

They are unlikely to spend an hour researching every cleaning company in the area. They will probably look at a few options, compare the reviews and information, and contact the one they feel can help them best.

The same applies if someone is searching for a local building contractor, recruitment specialist, accountant, solicitor or other professional service.

A well-maintained profile can help increase your visibility when people are searching locally for the products or services you provide. It can also reinforce the information Google finds about your business elsewhere online, such as your website, social media and local directories, helping to create a more consistent picture of your company.

There is another reason your profile is becoming increasingly important. Search is changing, fast. People are now asking AI-powered search and answer tools questions such as “Who are the best commercial cleaners in my area?” or “Find a local recruitment agency specialising in construction.” These systems need reliable information about businesses, and your Google Business Profile can be one of the sources used to understand and surface that information.

Then there is trust. A complete profile, genuine photographs, accurate information and positive customer reviews can make a potential customer much more comfortable choosing your business over a competitor.

If your business is difficult to find, has outdated information or has very little information for a potential customer to go on, you are making it harder for them to choose you and easier for your competition to make that sale.

Getting Your Business on Google: What You Need to Do

Getting your Google Business Profile set up is relatively straightforward and completely free. However, it is worth taking your time with the information you provide, as the details you add will help Google understand your business and where you operate.

1. Tell Google about your business

Start by visiting Google Business Profile.

Click ‘Add a business’ and select ‘Single business’. If you have more than 10 locations, Google provides an option to import multiple businesses instead.

2. Enter your business information

Enter your business or company name and choose the category that best describes what you do.

Choosing the right category is important, so do not simply pick the closest option. Think about the service your customers are actually searching for and select the most relevant category available.

3. Do you need a physical business address?

If you have premises that customers visit, select ‘Yes’ and enter your address. If you operate as a service-area business and customers do not visit your premises, select ‘No’.

You will then be able to add the areas you serve. Be as specific and accurate as possible, rather than trying to cover areas where you do not actually operate.

4. Add your contact details

You will need to provide your region and contact information, including your website and telephone number.

We recommend adding a telephone number where possible. Apart from making it easier for potential customers to contact you, it may also be useful during the verification process.

Google may subsequently ask you to provide an address for verification purposes. This does not necessarily mean the address will be publicly displayed on the front end of your profile.

5. Add your business details

Once you have entered the basic details, Google will ask you to add information such as your services, business description and opening hours.

Do not rush this part.

Your services and description should clearly explain what your business does, the customers you work with and the areas you cover. For example, if you are a commercial cleaning company, do not simply write ‘cleaning services’. Be specific about the types of cleaning you provide and who you provide them for (e.g. we provide window and carpet cleaning services for businesses in the West Midlands).

This information gives both potential customers and Google a much clearer understanding of what it is you do.

6. Verify your profile

Before your profile is fully up and running, Google will ask you to verify that your business is genuine. The verification options available can vary, but you may be offered verification by text or video.

If Google asks you to complete video verification, you will need to record one continuous video using your mobile device.

Google may ask you to show:

• The surrounding area — such as street signs or neighbouring businesses, showing that your location matches the address you have provided.
• Your business name — for example, your company name displayed on permanent signage or another permanent fixture. The name should match the business name you have entered.
• Proof that you are authorised to represent the business — this could include accessing a staff-only area, unlocking an entrance or operating a cash register.

To complete the video verification:

1. Open your Business Profile on your mobile device. If you started the process on a computer, Google may provide a QR code to continue on your phone.
2. Select ‘Get verified’ followed by ‘Capture video’.
3. Follow Google’s instructions and record all of the requested information in one continuous recording.
4. Allow access to your location, camera and microphone if prompted.
5. Review the recording to make sure you have captured everything Google has requested.
6. If you are happy with it, upload the video.

If you are setting up your profile and are not sure what Google is asking for, our dedicated team can help guide you through the process.

How Can SiteWizard Help Optimise Your Google Business Profile?

Creating a Google Business Profile is straightforward. Optimising it properly for the services you offer, the areas you cover and the searches you want to appear for takes more thought.

At SiteWizard, we can manage the optimisation for you. We will review your profile, check that you are using the most relevant business categories, make sure your services are clearly listed and improve the information potential customers see when they find you on Google.

We can also look at how your Google Business Profile fits with your website and wider SEO. For example, if you are a commercial cleaning company targeting businesses across several local areas, we will make sure your profile clearly communicates the services you provide and the locations you cover, rather than leaving Google — or potential customers — to work it out.

We will also help you keep the profile up to date with relevant photos, business information and other content, while making sure important details such as your phone number, website and opening hours remain accurate.