How to Set Up a Google Business Profile: Step-by-Step Guide for Local Businesses

When someone in Slidell searches "plumber near me" or someone in Picayune searches "lawyer," the first thing they usually see is a map with three businesses under it. Those listings come from Google Business Profile, and for many local companies it's the most valuable free marketing tool available.

This guide walks you through how to set up a Google Business Profile from scratch: creating it, getting verified, and filling it out so it actually brings in calls. It takes about 30 minutes to create, plus however long Google takes to verify you.

What is a Google Business Profile?

A Google Business Profile (formerly Google My Business) is a free listing that controls how your business appears in Google Search and Google Maps. It shows your name, address or service area, phone number, hours, reviews, photos, and services.

It matters because it's often the first impression a customer has of your business, it's a major factor in whether you appear in the local "map pack," customers can call, get directions, or visit your website straight from it, and reviews on your profile affect who people choose.

Before you start: what you'll need

• A Google account you'll use for the business (ideally a shared business email, not a personal one an employee might take with them)
• Your exact legal business name, as it appears on signage and paperwork
• Your business address, or the list of cities and zip codes you serve
• Your main business phone number
• Your website URL
• Your hours
• Your primary service category
• A few good photos: storefront or vehicle, team, and work samples

Step 1: Check whether a profile already exists

Search Google for your business name and city. If a listing already exists (sometimes Google creates them automatically, or a former employee set one up), you'll want to claim it instead of creating a duplicate. Click "Own this business?" or "Claim this business" on the listing and follow the prompts.

Duplicate listings split your reviews and confuse Google, so it's worth checking first.

Step 2: Create your Google Business Profile

• Go to google.com/business and click Manage now or Get started.
• Sign in with the Google account you'll use for the business.
• Enter your business name. Use your real name only. Adding keywords or city names that aren't part of your actual business name can get your profile suspended.
• Choose your primary business category. Start typing and pick the closest match, like "Personal injury attorney," "Plumber," or "Marketing agency." This is one of the most important choices you'll make.

Step 3: Choose storefront or service area

Google will ask whether customers visit your location.

Storefront business (customers come to you, like a restaurant, shop, or office): enter your address. Service-area business (you go to customers, like a contractor, cleaner, or mobile service): you can hide your address and list the areas you serve instead. Hybrid (both): show your address and add service areas.

For a Slidell roofer who serves the Northshore and the Mississippi Gulf Coast, you might list Slidell, Mandeville, Covington, Pearl River, Picayune, and Bay St. Louis. Keep the list realistic. Google says service areas should generally stay within about two hours' drive of your base.

Step 4: Add contact details

Enter your main phone number and website. Use a local number if you have one. If you use call tracking, set it up carefully so your main number stays consistent everywhere online (an agency can help with this).

Step 5: Verify your business

Google needs to confirm your business is real before your profile goes fully live. Depending on your business type and location, Google may offer video verification, phone or text, email, or postcard verification. Google chooses which options you get. Video verification has become common, especially for service-area businesses.

• Tips for passing verification on the first try:
• Make sure your business name matches your signage.
• For video, show your street or a recognizable landmark, your signage or branded vehicle, and something only the owner could access, like a register, tools, or an office.
• Don't edit your name, address, or category while verification is pending.

Verification can take anywhere from minutes to a couple of weeks.

Step 6: Complete every section

A complete profile performs better. Once verified, fill out:

• Hours, including holiday hours
• Business description (up to 750 characters): what you do, who you serve, and where. Write it for people first.
• Secondary categories: add a few that accurately describe other services
• Services or products: list each one with a short description
• Attributes: such as "Veteran-owned," "Women-owned," wheelchair access, or online appointments
• Photos: logo, cover photo, exterior, interior, team, and recent work
• Opening date
• Appointment or booking link, if you take bookings online

Step 7: Start getting reviews

Reviews are one of the strongest local signals and one of the biggest reasons people choose one business over another.

• Ask every happy customer. Most people will leave a review if you make it easy.
• Use the "Ask for reviews" link from your profile and send it by text right after the job.
• Reply to every review, good or bad, politely and quickly.
• Never buy reviews or offer something in exchange for them. It violates Google's policies.

Common Google Business Profile setup mistakes

• Stuffing keywords in the business name ("Smith Plumbing Best Plumber Slidell LA")
• Using a P.O. box or virtual office as your address
• Picking a vague primary category
• Leaving the profile half-finished after verification
• Using different names, addresses, or phone numbers across your website, Facebook, and directories
• Setting it up under an employee's personal account