When someone searches "electrician near me" or "roofer in Reigate", the first thing they usually see is a map with three businesses underneath it. That is the map pack, and it is powered by Google Business Profile.

For tradespeople, it is often the biggest free source of phone calls available. Yet most profiles are half finished. Here is how to set yours up properly.

Step 1: Claim or create your profile

Go to business.google.com and search for your business. If it already exists (Google sometimes creates them automatically), claim it. If not, create a new one.

Use your real trading name exactly as it appears on your van, invoices and website. Do not stuff keywords into the name, such as "Dave's Plumbing Croydon Cheap Emergency Plumber". Google can suspend profiles for this.

Step 2: Choose a service-area business

Most trades work at customers' homes, not from a shopfront. Google calls this a service-area business.

  • Hide your home address if customers do not visit you.
  • Add the towns and areas you actually cover, such as Croydon, Sutton, Epsom or Guildford.
  • Keep it realistic. Listing 60 towns will not help you rank in all of them.

Step 3: Pick the right categories

Your primary category is the most important ranking factor you control on the profile. Choose the most specific option, for example "Electrician" rather than "Contractor".

Then add secondary categories for other genuine services, such as "Electrical installation service" or "Lighting contractor".

Step 4: Verify your profile

Google will ask you to verify, usually by video, phone or postcard. Your profile will not appear properly in search until this is done, so do it straight away.

Step 5: Fill in every section

Incomplete profiles rank worse and convert worse. Complete:

  • Phone number, ideally the one you actually answer.
  • Website, linking to your homepage or a relevant service page.
  • Opening hours, including whether you offer emergency call-outs.
  • Services, listing each one with a short description.
  • Business description, 750 characters explaining what you do, where, and why customers choose you. Mention your accreditations.

Step 6: Add real photos, often

Profiles with photos get significantly more calls and website clicks. Add:

  • Your logo and a cover photo.
  • Finished jobs, and before-and-after shots.
  • You and your team, and your van.

Aim to add a few new photos every month. It shows Google and customers that you are active.

Step 7: Get reviews, consistently

Reviews are one of the biggest map pack ranking factors, and they are what customers read before calling.

  • Ask every happy customer, ideally right after finishing the job.
  • Send your review link by text or WhatsApp so it takes ten seconds.
  • Reply to every review, good or bad, politely and professionally.

A steady trickle of reviews beats a sudden burst followed by nothing.

Step 8: Link it to a proper website

Your profile and your website work together. Google looks at your website to understand what you do and where. A fast website with clear service pages and local area pages strengthens your profile's ranking. Read more in local SEO: how to rank in your own town.

Make sure your business name, phone number and area match exactly across your profile, website and directories like Checkatrade, Yell and Bark.

Step 9: Post updates

Google Posts let you share offers, recent jobs or news on your profile. They do not have a huge ranking impact, but they make your profile look active and can nudge customers to call.

Step 10: Answer questions and messages fast

If you enable messaging, respond quickly. Customers often message two or three trades at once, and the first good reply usually wins.

Common mistakes to avoid

  • Keyword-stuffed business names.
  • A PO box or fake address.
  • Duplicate profiles for the same business.
  • Buying fake reviews (Google removes them and may penalise you).
  • Letting it go stale for months.

Summary

A complete, active Google Business Profile, backed by a fast local website and steady reviews, is the most powerful free marketing a tradesperson can have.

Need a website that supports your profile properly? See web design for trades or request a free demo.