Estimated read time: 6 minutes
Introduction
When a homeowner searches “roofer near me” or “emergency plumber [town],” the first thing they see isn’t usually a website. It’s a map with three local businesses highlighted, each showing a name, star rating, and a handful of photos.
That’s the Google Local Pack — and it’s where a huge amount of trade enquiries are won or lost every single day.
The tool that puts you in that map is called Google Business Profile. It’s completely free. And most tradespeople either haven’t set it up properly, or set it up years ago and never touched it since.
Here’s how to fix that.
What Is Google Business Profile?
Google Business Profile (previously called Google My Business) is a free listing that appears when someone searches for your business name or for a trade in your area. It shows:
- Your business name, address, and phone number
- Your opening hours
- Photos of your work
- Google reviews and your overall star rating
- A link to your website
- A map showing your service area
When fully filled in and actively maintained, it is one of the most powerful free marketing tools available to a small trade business.
5 Mistakes Tradespeople Make With Their Profile
1. Leaving It Incomplete
Many tradespeople claim their listing but leave large sections empty — no description, no photos, incorrect hours, no service area defined. An incomplete profile sends a signal to both Google and potential customers that the business isn’t active or professional.
Fill in every section. It takes an hour once and makes a real difference.
2. Choosing the Wrong Category
Your primary category tells Google what kind of business you are and directly affects which searches you appear in. “Roofer” and “Roofing Contractor” might seem similar, but one may perform significantly better in your area. Check what categories your best-ranking local competitors are using and make sure yours is accurate and relevant.
3. Not Having Enough Photos
Google actively favours profiles with more photos. And customers are far more likely to contact a tradesperson whose profile shows real examples of finished work. Aim for at least 15–20 photos — a mix of job photos, your van, your team, and any before-and-after transformations you’re proud of. Add new photos regularly.
4. Ignoring the Reviews Section
We’ve covered reviews in detail in another post — but it’s worth repeating here. Your Google reviews are the single most visible indicator of trust on your profile. The number of reviews and your average rating are displayed prominently in the local pack. Businesses with 50+ recent, positive reviews consistently outperform those with fewer.
Respond to every review — positive and negative. It shows you’re engaged and professional.
5. Never Posting Updates
Most people don’t know that Google Business Profile lets you publish posts — short updates, similar to social media, that appear on your listing. A seasonal offer, a recent project, a useful tip — these posts show Google your listing is active and give customers something current to look at.
Even one post a month makes a difference.
How to Fully Optimise Your Profile
Here’s a quick checklist to make sure your listing is working as hard as possible:
- [ ] Business name matches exactly what’s on your website and other listings
- [ ] Primary category is accurate and specific
- [ ] Service area covers the towns and postcodes you actually work in
- [ ] Phone number and website link are correct and up to date
- [ ] Opening hours are accurate (including any seasonal changes)
- [ ] Description written in plain English, mentions your trade and area, 150–250 words
- [ ] At least 15 photos uploaded, including recent job photos
- [ ] At least one Google post published in the last 30 days
- [ ] All Google reviews have received a response
- [ ] Services section filled in with what you actually offer
How Long Before You See Results?
Optimising your Google Business Profile isn’t instant — Google takes time to index changes and assess how active your listing is. Most businesses see meaningful improvement in local visibility within 4–8 weeks of properly optimising their profile and maintaining it consistently.
The tradespeople who appear at the top of local searches aren’t there by accident. They’ve put in the work — and they keep showing up, with fresh photos, recent reviews, and regular updates.
Not Sure How Your Profile Stacks Up?
At Brightr, we look at Google Business Profiles as part of every Marketing Flight Check. We’ll tell you exactly what’s missing, what’s holding you back in local search, and what to prioritise.
👉 Book your free Marketing Flight Check — it takes 30 minutes and you’ll come away with a clear action list.
Published by Brightr | wearebrightr.com | Business Class Websites™ and Growth Engines for the Trades