Your Google Business Profile is free, relatively quick to set up, and, when done properly, one of the most effective ways to generate local enquiries. Most tradespeople either haven't set one up, or have one that's half-finished and underperforming. This guide covers everything you need to know.
What It Is and Why It Matters
Your GBP is the listing that appears in Google Maps and in the map pack at the top of local search results. When someone searches "electrician in Chichester" on their phone, the three businesses that appear above the regular results are all pulling from their GBP listings.
Getting into that map pack, or even onto the first page of map results, drives a significant volume of calls. Customers in buying mode trust map results because they're tied to a real business location, show reviews, and display opening hours and contact information at a glance.
Setting Up Your Profile Correctly
Business name: Use your exact trading name. Don't add keywords ("Jim's Plumbing, Best Plumber in Brighton"). Google will suspend listings that do this.
Categories: Your primary category is the most important. Choose the most specific option available: "Plumber" rather than "Contractor," "Electrician" rather than "Tradesperson." You can add secondary categories for additional services.
Address and service area: If you work from home and don't want your address public, you can hide it and list your service area instead. Add every town and area you actually cover: Google uses this to determine which searches your listing is relevant for.
Phone number: Use a local number if you have one. At minimum, make sure it matches exactly what's on your website.
Website: Link to your website. If you have a specific location or service page that's relevant, link there rather than the homepage.
Business description: Write 2-3 sentences that clearly describe what you do, who you serve, and your geographic area. Include your main service and your key location naturally, and don't stuff keywords.
The Elements That Actually Drive Rankings
Once the basics are in place, these are what separate the listings that appear at the top from those that sit lower:
Reviews. Quantity, recency, and rating all matter. A steady stream of real reviews from recent customers signals to Google that you're active and trusted. Aim for at least 2-3 new reviews per month.
Photos. Listings with photos get significantly more engagement than those without. Upload photos of your work, your vehicle, and yourself. Update them regularly; recent photos signal an active business.
Posts. GBP posts (short updates, similar to a social media post) appear on your listing and signal activity to Google. A monthly post about a recent job, a seasonal offer, or a useful tip is enough.
Q&A. Google allows customers to ask questions on your listing. Monitor this section and answer any questions promptly. You can also seed it with your own FAQs: ask the question yourself and answer it.
Services. Fill in every service you offer, with descriptions where possible. This helps Google match your listing to specific service searches rather than just your primary category.
What to Do About Negative Reviews
Every trade business gets a negative review eventually. How you respond matters enormously, more to prospective customers reading your listing than to the person who left it.
Always respond promptly, professionally, and calmly. Acknowledge the concern, offer to resolve it, and move the conversation offline. Never argue, never be defensive, and never ignore a negative review. A measured, professional response to a one-star review often increases trust more than a page full of five-stars would on its own.
Maintaining Your Profile
A GBP that was set up well and then abandoned gradually loses ground to competitors who are actively managing theirs. Set a monthly reminder to:
- Upload 2-3 new photos
- Post an update
- Respond to any new reviews
- Check the Q&A section
That's roughly 20 minutes a month. The return on that time, for most trade businesses in Sussex, is significant.
If you'd like help setting up or fully optimising your GBP as part of a broader local SEO strategy, get in touch.
