How to Claim Your Google Business Profile (Step-by-Step Guide)

If you run a local business in the UK and you have not yet claimed your Google Business Profile, you are invisible to a huge number of potential customers. When someone searches for a plumber in Birmingham, a hairdresser in Bristol, or a cafe near Clapham, Google shows a map with local businesses. If you are not there, you are missing out. The good news: you can claim your Google Business Profile for free, and it takes about 15 minutes.

This guide walks you through the entire process, step by step. No marketing jargon. No fluff. Just exactly what you need to do to get your business showing up on Google Search and Google Maps.

What Is a Google Business Profile?

A Google Business Profile (you might know it by its old name, Google My Business) is a free listing that shows up when people search for your business or businesses like yours on Google. It is the box that appears on the right-hand side of search results, or the pins that show up on Google Maps.

Your profile can display your business name, address, phone number, opening hours, website link, photos, customer reviews, and more. Think of it as your shopfront on Google. Even if you have a website, your Google Business Profile is often the first thing a customer sees.

When someone searches “electrician near me” or “best coffee shop in Leeds”, Google pulls up what is called the Local Pack (the map with three business listings underneath). That is powered by Google Business Profiles. If you do not have one, you cannot appear there.

Why It Matters for Your Business

According to Google's own data, businesses with a complete Google Business Profile are 2.7 times more likely to be considered reputable by customers. That is a significant edge over competitors who have not bothered.

Here is what a claimed and well-maintained profile gets you:

• Visibility on Google Maps. Customers can find you, get directions, and see your opening hours at a glance.
• A place for reviews. Google reviews are one of the biggest trust signals for local businesses. People read them before deciding where to spend their money.
• Free advertising. Your profile shows up in search results without you paying a penny. No ads budget needed.
• Direct contact. Customers can call you, visit your website, or get directions straight from the search results page.
• Insights and data. Google tells you how many people viewed your profile, how they found you, and what actions they took.

If you are a UK small business that serves customers in a specific area, your Google Business Profile is arguably more important than your website. It is certainly where many customers will interact with your business for the first time.

What You Need Before You Start

Before you begin the Google Business Profile setup, gather these things. Having them ready will save you time and prevent you from getting stuck halfway through.

1. A Google account. If you already use Gmail, you have one. If not, you can create a free Google account at accounts.google.com. Use an email you will have access to for the long term, not a temporary or personal one you might stop using.
2. Your business name. Exactly as it appears in the real world. Not a keyword-stuffed version (more on that in the mistakes section below).
3. Your business address. The physical location where customers visit you, or the area you serve if you go to customers (like a mobile hairdresser or a plumber).
4. Your phone number. A local or UK number that customers can reach you on. This should match the number on your website and any other directory listings.
5. Your business category. Google has a set list of categories (for example, “Plumber”, “Hair Salon”, “Cafe”, “Accountant”). You will choose one primary category and can add secondary ones later.
6. Your website URL (if you have one). Not essential, but useful.

How to Claim Your Google Business Profile (Step-by-Step)

Here is the full walkthrough. This process works whether your business is already listed on Google (and you need to claim it) or you are starting from scratch.

Step 1: Go to Google Business

Open your web browser and go to business.google.com. Sign in with your Google account. If you are not already logged in, Google will ask for your email and password.

Use a Google account that belongs to the business, not your personal one. If you ever sell the business or bring on a partner, having a dedicated business Google account makes things much simpler.

Step 2: Search for Your Business

Once you are signed in, Google will ask you to type your business name. Enter it exactly as it appears on your shopfront, business cards, or invoices. Google will show you a list of businesses that match.

If your business appears in the list: Click on it. This means Google already knows your business exists (possibly from directories, customer contributions, or your website). You will now claim the existing listing.

If your business does not appear: Click the option that says something like “Add your business to Google” or “Create a business with this name”. You will create a brand-new listing.

Step 3: Claim or Create Your Listing

If you are claiming an existing listing: Google will show you a summary of the business details it already has. Click “Manage now” or “Claim this business”. If the listing is currently unclaimed, you will move straight to the details stage. If someone else has already claimed it (a previous owner or a marketing agency, for instance), Google will ask you to request access. They will contact the current owner, and if there is no response within a few days, you get control.

If you are creating a new listing: Google will guide you through entering your business name and then ask you to choose a business category. Start typing what your business does (for example, “plumber”) and pick the most accurate option from the dropdown. You can change this later and add more categories, so do not worry too much about getting it perfect right now.

Next, Google will ask whether your business has a location customers can visit. If you have a shop, office, or salon, say yes and enter your address. If you travel to customers (like a mobile dog groomer or a locksmith), choose the option for service-area businesses and specify the areas you cover.

Step 4: Fill in Your Business Details

Now you will enter the key information about your business:

• Business address: enter the full address including postcode. Double-check it matches your website and other listings.
• Phone number: your main contact number. A local landline or UK mobile works fine.
• Website: enter your website URL if you have one. If you do not have a website, skip this for now.

Google may also ask for your opening hours at this stage. Enter them if you have them to hand. If not, you can add them after verification.

Step 5: Choose a Verification Method

Before your profile goes live, Google needs to confirm you genuinely own or manage this business. This step is called verification. Google will offer you one or more ways to verify, depending on your business type and location.

Select the method that works best for you (see the full breakdown below) and follow the instructions. Once verified, your profile becomes active on Google Search and Maps. This is the moment you officially claim your Google Business Profile.

Verification Methods Explained

Google offers several ways to verify your Google Business Profile. You might not be offered all of them. It depends on factors like your business type, location, and how long the listing has existed. Here is what each method involves.

Phone verification
Google calls or texts your business phone number with a verification code. You enter the code on the screen. This is the fastest method, taking about 60 seconds. You must be able to answer the phone at the number listed on your profile.

Email verification
Google sends a verification code to your business email address. Check your inbox (and your spam folder), enter the code, and you are done. Usually completed within a few minutes.

Postcard verification
Google sends a physical postcard to your business address with a unique verification code printed on it. This takes 5 to 14 days to arrive. Once it lands, log back into your Google Business Profile and enter the code. Do not change your business name or address while you are waiting for the postcard, or it may be cancelled.

Video verification
Google asks you to record a short video showing your business location. This might include filming the exterior of your premises, your street sign, and any proof that you operate there (like branded materials, stock, or equipment). Video verification is reviewed by Google and typically takes a few working days.

Instant verification
If you have already verified your business website through Google Search Console (a free tool that monitors your site's performance on Google), you may be offered instant verification. This means your profile goes live straight away with no waiting.

What to Do After Claiming Your Profile

Well done. You have claimed your Google Business Profile. But do not stop here. An empty or half-finished profile will not do much for you. Businesses with complete profiles get significantly more clicks, calls, and direction requests than those with bare-bones listings.

Here are the five most important fields to fill in straight away:

1. Business description
You get 750 characters to describe what your business does. Write it for customers, not search engines. Be clear, be specific, and mention your location. For example: “Family-run plumbing and heating company serving homes and small businesses in South Manchester. No call-out charge. 24-hour emergency service available.” Do not stuff it with keywords. Google can penalise you for that.

2. Categories
You already set a primary category during setup. Now add secondary categories if they apply. For example, if you are a cafe that also does catering, add both “Cafe” and “Catering service”. This helps you appear in more types of searches. Only add categories that genuinely describe what you do.

3. Opening hours
Enter your regular opening hours and keep them updated. If your hours change on bank holidays, add special hours for those dates. Nothing frustrates a customer more than driving to a shop that Google says is open, only to find it closed. Wrong hours also hurt your ranking.

4. Photos
Upload at least 5 to 10 high-quality photos. Include photos of your shopfront (so customers can recognise it when they arrive), the inside of your premises, your team, and your products or work. Businesses with photos receive 42% more requests for directions and 35% more clicks to their website than those without. Use real photos, not stock images.

5. Services or products
Google lets you list the specific services you offer (or products you sell) with descriptions and prices. A hairdresser might list “Men's haircut, £18”, “Highlights, from £65”, and so on. A plumber might list “Boiler repair”, “Bathroom installation”, and “Emergency call-out”. This gives customers a reason to choose you before they even visit your website.

After filling in these five fields, take the time to explore the rest of your profile dashboard. You can add attributes (like “wheelchair accessible” or “free Wi-Fi”), post updates and offers, and respond to customer reviews. For a deeper dive into making the most of your listing, read our guide on how to optimise your Google Business Profile.

Common Mistakes to Avoid

A lot of business owners claim their Google Business Profile and then make one of these avoidable errors. Here is what to watch out for.

Choosing the wrong primary category
Your primary category is the single biggest factor in determining which searches your profile appears for. If you are a plumber, pick “Plumber”, not “Contractor” or “Home improvement store”. Be as specific as possible. “Italian restaurant” is better than “Restaurant”. If you are not sure which category fits best, search for your main competitors on Google Maps and see which category they use.

Adding keywords to your business name
Your business name on Google must be your real business name, nothing more. If your business is called “Swift Plumbing”, do not enter “Swift Plumbing, Best Emergency Plumber in London”. Google sees this as spam. It can result in your listing being suspended. Just use the exact name on your shopfront, invoices, and Companies House registration.

Inconsistent name, address, or phone number
If your business is listed as “J. Smith Electrical Ltd” on your website, “John Smith Electrical” on Google, and “J Smith Electrical” on Yell, Google gets confused. It does not know which version is correct, and that uncertainty hurts your visibility. Make sure your NAP details (Name, Address, Phone) are identical across every platform.

Not setting opening hours
If you leave your hours blank, Google may display your business as “Hours not available” or even mark it as “Permanently closed” in some cases. Always fill in your hours. If they vary seasonally or by appointment, note that. Update them for bank holidays.

No photos at all
A profile without photos looks abandoned. Customers are less likely to trust it, and Google is less likely to show it prominently. You do not need professional photography. Clear, well-lit photos from a smartphone are fine. Show the real business, the real space, and the real people.

Ignoring reviews
Once your profile is live, customers can leave reviews. Not responding to them (good or bad) is a missed opportunity. A polite reply to a positive review shows appreciation. A professional response to a negative review shows you care and can win back trust. Google also considers review activity when ranking local businesses.

Setting it and forgetting it
Your Google Business Profile is not a one-time job. Keep your information current. Post updates occasionally. Add new photos. Respond to questions. Google rewards active profiles with better visibility. Think of it like a shop window. You would not leave the same display up for two years.

Getting found on Google starts with claiming your profile, but the real results come from keeping it complete, accurate, and active. If you want to understand the bigger picture of how local search works, our local SEO basics guide is a good next step.