If you’ve ever Googled “plumber near me” or “accountant in Chippenham” and noticed the map with three business listings at the top of the results – that’s called the Local Pack, and it’s prime real estate.
The businesses in those three spots are getting the majority of clicks for that search. They didn’t necessarily pay for it. They didn’t need a fancy website. What they had was a well-optimised Google Business Profile.
If your business isn’t showing up there – or if you’ve never thought about it – this article is for you.
What is a Google Business Profile?
A Google Business Profile (formerly Google My Business) is a free listing that Google gives every business. It’s the panel that appears on the right-hand side of search results when someone looks up your company, and it’s what controls how you appear in Google Maps and local search.
It shows your address, phone number, opening hours, reviews, photos, and a link to your website. It also determines whether you appear in the Local Pack – that top-three map section – when someone nearby searches for what you offer.
Here’s the thing most business owners don’t realise: your Google Business Profile often does more for local visibility than your website does. When someone searches for a plumber in Melksham, Google shows them the map first. Your website ranking is almost secondary.
Getting this right is one of the highest-return things you can do for your business – and it costs nothing.
Why most small businesses are leaving this opportunity on the table
The majority of small businesses in the UK have claimed their Google Business Profile but done the bare minimum with it. They’ve filled in the address and phone number and left it at that.
The result? Their profile looks incomplete, earns fewer reviews, shows up lower in local search, and gets fewer clicks than competitors who’ve put in ten minutes of effort.
Google rewards active, complete profiles. The more information you give it, the more confident Google is that you’re a legitimate, trustworthy business – and the more prominently it shows you.
Here’s what a well-optimised profile looks like, and how to get there.
Step 1: Complete every section of your profile
Go to google.com/business and work through every field. This includes:
- Business name – use your real trading name, exactly as it appears elsewhere
- Primary category – this is one of the strongest ranking signals. Choose the category that best describes what you do (e.g. “Web designer”, “Plumber”, “Accountant”)
- Secondary categories – add up to nine additional categories that reflect your services
- Address and service area – if you work from home or go to clients, you can hide your address and list the areas you serve instead
- Phone number – use a local number if possible; it adds to local credibility
- Website link – point this to your main website or a specific landing page
- Opening hours – keep these accurate, including special hours for bank holidays
- Business description – up to 750 characters. Write plainly about what you do and who you help. Mention your location naturally: “We’re a Wiltshire-based web design agency helping local businesses grow online.”
Businesses with complete profiles are significantly more likely to be visited and contacted. This alone puts you ahead of most local competitors.
Step 2: Add photos – and keep adding them
Photos make a real difference. Businesses with photos on their profiles receive more direction requests and more website clicks than those without.
You don’t need professional shots. Use your phone and aim for:
- Your premises or van (exterior and interior if relevant)
- Your work – finished jobs, products, before-and-after
- Your team
- Any accreditations, certificates, or awards worth showing
Upload new photos every few weeks. It signals to Google that your business is active. Don’t add stock images – Google and customers both notice.
Step 3: Post regular updates
Google Business Profile has a posts feature that works a bit like a notice board on your listing. You can share offers, news, events, or general updates.
Most businesses ignore this entirely. That’s an opportunity for you.
Post once or twice a week – it doesn’t need to be long. A completed project, a seasonal offer, a tip relevant to your industry. It takes five minutes and keeps your profile looking active.
Step 4: Get more reviews (and respond to all of them)
Reviews are one of the most important factors in local rankings. More reviews, higher ratings, and regular new reviews all push your profile higher.
The simplest way to get more reviews: ask for them. After a job or a positive interaction, send a direct link to your Google review page. Most happy customers will leave a review if you make it easy – they just need reminding.
When reviews come in, respond to every one. Thank customers for positive reviews personally. Address negative reviews calmly and constructively. Google monitors this engagement, and potential customers read it closely.
One thing to be clear on: don’t ask friends and family for fake reviews. Google’s filters are good at spotting them, and a removed or flagged review can damage your ranking.
Step 5: Keep your information consistent everywhere
Google cross-references your business details across the web. If your name, address, and phone number (known as NAP) appear differently on your website, Facebook page, Checkatrade profile, and Google listing – that inconsistency undermines your local rankings.
Do a quick audit. Search for your business name and check how you appear on the main directories. Fix any differences so everything matches your Google profile exactly.
Step 6: Use the Q&A section
Google’s Q&A feature lets anyone ask a question on your profile – and anyone can answer. Left unmanaged, this can cause problems.
Log in and seed your own Q&A with questions your customers actually ask: “Do you cover Devizes?”, “Do you offer a free quote?”, “Are you VAT registered?” Write clear, helpful answers. This content appears on your profile and directly influences what people see before they even click through.
What to do next
If you haven’t touched your Google Business Profile since you set it up, start there today. It’s free, it’s the single highest-impact thing you can do for local visibility, and most of your local competitors haven’t bothered to do it properly.
If you’d like a second pair of eyes on your online presence – how you appear in search, and what your website is doing to convert visitors into enquiries – we offer a website audit for Wiltshire businesses. No obligation, no sales pitch, just a plain-English look at what’s working and what isn’t.
4D Digital is a web design and digital marketing agency based in Wiltshire. We work with small businesses and trades across the county to improve their online visibility and turn more website visitors into enquiries.