In this post, I want to talk about why every local business needs a Google Business Profile (which used to be called Google My Business).
This is the second post in a short series where I’m sharing the process I used to promote my old off-line business (which I no longer own). In the previous post and video, I looked at Bark.com as a way to generate leads. If you missed that one, you can read it here:
Google Business Profile Used To Be Called Google My Business
Google changed the name from “Google My Business” to “Google Business Profile”, but the purpose is the same. It’s a free way to get your business showing on Google Search and Google Maps.
And for local businesses, that is absolutely massive.
Most People Search “Near Me” First
In my video, I did a simple search for “gardening near me”. It could just as easily be:
- cleaners near me
- window cleaners near me
- car mechanics near me
- landscapers near me
When you search like that, Google often shows local businesses in a map section. You’ll see business names, review scores, locations, and often a call button (especially on a phone).
That means many people make a decision before they ever visit a website.
A Real Example: My Old Essex Tree Stump Grinding Listing
I used to run a stump grinding business, and I had a Google Business Profile set up for it. I no longer have access to the account now, but the listing itself still shows publicly on Google when you search for it.
Even from the public view, you can see the key benefits:
- reviews (social proof and trust)
- photos of work completed
- business information and a bit of history
- map visibility and service location
- contact options (call, directions, etc.)
When I had access, I would upload photos after jobs (not every job, but regularly). It’s a simple way to show people what you do and build confidence before they even contact you.
Photos and Reviews Build Instant Authority
I’ll be honest, I never particularly liked asking for reviews, but I also know full well that people look at them.
Sometimes, when people rang me, I would say, “Have you seen my reviews?” and they would tell me they had already looked. That’s exactly the point: a Google Business Profile helps to create authority and trust before you even speak to the customer.
It’s also one of the reasons I prefer building Google reviews rather than relying on reviews inside a third-party platform. Google is long-term, and it’s free.
You Can Link to Your Website and Social Media
Another thing I like about Google Business Profile is that you can link out to your website and also link to social media such as Facebook. It helps connect the dots and gives people more ways to check you out.
If you’re trying to build visibility for a Facebook Page as well, you may find this helpful:
And if you are still at the stage of setting up a proper business page on Facebook, this is my step-by-step guide:
It’s Free, and Google Wants You to Use It
Google Business Profile is a Google product, and Google obviously likes businesses to use it. If you set it up properly, keep it updated, and add photos and reviews over time, it can become one of your strongest sources of local enquiries.
Use a Dedicated Gmail Address for Each Business
To set up a Google Business Profile, you need a Google account (a Gmail address). Ideally, I recommend creating a dedicated Gmail address for each business. For example, when I had Essex Tree Stump Grinding, I used an email address that matched the business name.
It keeps everything tidy and professional, and you’re not mixing personal emails with business assets.
If you’re new to the Google ecosystem and want to see how I approach Google accounts and setup, you may also find this useful:
Do You Need a Website as Well?
A Google Business Profile is powerful on its own, but ideally you still want a website in the background as another asset you control. If you’re starting from scratch, this older post still shows how quickly you can get something online:
And if you run multiple sites or projects (like I do), linking them sensibly can also help keep things organised and clear:
Final Thoughts
If you run a local business and you do not have a Google Business Profile, I would strongly recommend getting one set up. It’s free, it’s powerful, and it’s often the first thing potential customers see when they search for a service “near me”.
If you have any questions, feel free to leave a comment. And if you already have a Google Business Profile, let me know if it has brought you work and how you use it.