Google Business Profile checklist for UK trades

• I have a Google account for the business (a Gmail address or another email address works).
• I’ve searched Google Maps for my business name and town, to see if a profile already exists. If one does and nobody has verified it, I’ll claim it rather than make a second. Google says there should be only one profile per business.
• I know my business name exactly as it appears on my van, invoices and signage.
• I have a phone number I answer.
• I have a list of the towns or postcodes I cover.
• I have a few real, clear photos ready: my work, my tools, my van or shop.

Name

• My business name is the real-world name people know me by, as on my signage, stationery and website.
• I haven’t added extras: no services, no town, no phone number, no opening hours, no taglines. Google says unnecessary information in your name isn’t permitted and could get the profile suspended.
• I’ve left out “Ltd” unless it shows that way on my signage and paperwork. Google asks for real-world proof for legal terms in the name.

Category

• I’ve picked the most specific main category that says what my business is, for example “Plumber” rather than something general.
• I’ve used as few categories as I can. Google says to choose the fewest that describe your core business, and to think “this business IS a” and not “this business HAS a”.

Address and where you work

• If customers visit me at a shop or unit with clear signage, I’ve shown my address.
• If I go to customers and they don’t come to me, I’ve hidden my address. Google says if you don’t serve customers at your address, remove it from your profile. A plumber working from home is Google’s own example.
• If I do both (a shop that also visits customers), I’ve set it up as a hybrid business: address shown, plus service areas. Google says that needs permanent signage and staff at the address in the stated hours.
• I’m not using a PO box, a virtual office or a mailbox as my address. Google says those aren’t acceptable.
• I’ve listed the places I cover as service areas by town, city or postcode. Google allows up to 20, you can’t draw a radius, and the whole area shouldn’t be more than about two hours’ driving from where you’re based. Changes can take up to 48 hours to show.
• I’ve only listed places I’d really go to.

Covering these towns? Each has its own page on what a site needs: Rochdale, Middleton and Bury.

Phone and website

• My phone number reaches my business directly, and it isn’t a premium-rate number. Google says use a local number rather than a call centre where you can.
• My website address is the real one for my business. Google says not to use links that redirect to other pages or businesses.

Need a site to send people to? See website design in Heywood.

Opening hours

• My hours are the regular hours when customers can reach me.
• I’ve added special hours for bank holidays and holidays. Google lets you set special hours for particular days.
• If I only work by appointment, I’ve checked Google’s rule: it says businesses that operate only by appointment shouldn’t provide hours.

Description

• My description says what I do and who for, in plain words. Google gives you 750 characters.
• It has no links, no prices and no special offers. Google doesn’t allow links of any type, or sales and promotions, in the description.

Need a first draft? The AI Till’s free Google Business Profile description generator.

Photos, logo and video

• I’ve added a logo and a few real photos of my work. Google asks for photos that are in focus, well lit and not heavily filtered, and says they should represent reality.
• Photos are JPG or PNG, between 10 KB and 5 MB. Google recommends 720 by 720 pixels, with a minimum of 250 by 250.
• Any video is up to 30 seconds, up to 75 MB and 720p or higher.
• I know photos and videos only show once the profile is verified, and can take 24 to 48 hours to appear after upload.

• I’ve started verification from my profile. Google decides which methods you’re offered, and you can’t change them. It might be phone or text, email, a live video call, a postcard or a recorded video. If video is offered, Google recommends it.
• If I’m using a postcard: I haven’t edited my name, address or category while I wait, and I haven’t asked for a second code. Google says that makes the first code stop working. Most codes arrive within 14 days and they expire after 30.
• I’m keeping my code to myself. Google says it will never ask for your verification code and says not to share it with anyone, even people who manage your profile.
• I know Google says verification reviews take up to five working days, and can take longer on rare occasions.
• If someone rings “from Google” asking for money, I’ll hang up. Google says you can add or claim a profile at no charge.

• I’ve got my Google review link or QR code from my profile, ready to send.
• I ask each customer after the job, in a short text or in person.
• I never offer a discount, a free job or anything else in exchange for a review. Google says offering incentives for reviews is fake engagement and is strictly prohibited.
• I never write my own reviews or ask friends to. The CMA’s fake reviews guidance (published 4 April 2025) explains the UK rules for businesses.
• I reply to reviews. Google’s tips: keep it short, be polite and professional, don’t share the reviewer’s private details, and sign it with your name.

Here’s a simple message you can adapt:

Want the wording written for you? The AI Till’s free review request generator and review reply generator.

Put a reminder in your phone for the first of the month. Then tick these off:

• Reply to new reviews, good and bad. Answer a bad one calmly, and invite the customer to contact you directly.
• Check your phone number, website and hours are still right. A wrong number means missed jobs.
• Check special hours for the next bank holiday or time off.
• Add two or three fresh photos of recent work (with the customer’s permission if their home or face is in it, and nothing that shows their address).
• Check your service areas. Add a town you now cover, and remove one you don’t.
• Check you only have one profile for the business.
• Ask the customers from this month for a review if you haven’t yet.

• Putting keywords, towns or services in your business name.
• Making a second profile for the same business, or using a virtual office address.
• Offering anything for a review, or writing your own.
• Showing your home address when customers don’t come to you.
• Sharing your verification code, or paying anyone who rings claiming to be Google.

If you get stuck at verification, or you’d rather someone else did the setting up, get in touch. I’m the local tech guy in Heywood, not an agency. Send me one techy thing that’s bugging you and I’ll sort it free: one thing, up to 30 minutes, done remotely, nothing to buy. Or book a free 30 minute call.

Send me one techy thing →

And if you’d like the full walk-through, read How to set up a Google Business Profile: a step-by-step guide for UK trades.