How to Set Up Your Google Business Profile (And Why It's One of the First Things We Recommend)

By The Glaeser Group

If you've ever searched for a business on Google and seen that panel on the right side of the screen — the one with the hours, photos, reviews, and a map — that's a Google Business Profile. And if your business doesn't have one, you're missing one of the most powerful (and free) tools available to you right now.

At The Glaeser Group, when we start working with a new client, one of the first questions we ask is: "Are you showing up on Google?" Not just in search results — but on the map, in local searches, with reviews that build trust before a potential customer ever clicks your website.

This guide walks you through exactly how to set one up.

What Is a Google Business Profile?

A Google Business Profile (formerly Google My Business) is a free listing that allows your business to appear on Google Search and Google Maps. When someone searches for your business by name — or searches for a service you offer in your area — your profile is what shows up.

It includes:

• Your business name, address, and phone number

• Hours of operation

• Your website link

• Photos of your business or work

• Customer reviews

• A short description of what you do

It's often the first impression someone gets of your business. That makes it worth doing right.

Step 1: Go to Google Business Profile

Head to business.google.com and sign in with a Google account. This should be an account connected to your business — not a personal Gmail if you can avoid it.

If you don't have a Google account for your business yet, create one before you start.

Step 2: Search for Your Business

Once you're signed in, Google will ask you to find your business. Type in your business name. A few things might happen:

• Your business appears — This means a listing already exists (possibly auto-generated by Google). Click it and claim it.

• Your business doesn't appear — Select "Add your business to Google" and start fresh.

  
  

If someone else has already claimed your listing, Google has a process for requesting ownership. It takes a few extra days, but it's worth it.

Step 3: Fill Out Your Business Information

This is where most people rush — and it shows. Take your time here. The more complete and accurate your profile, the better Google ranks it.

Fill in:

• Business name — Use your real business name. Don't keyword-stuff it.

• Category — Choose the category that most accurately describes what you do. This affects when and how you show up in searches.

• Location — If you have a physical location, add it. If you serve customers at their location (like a contractor or photographer), you can list your service area instead.

• Phone number and website — Make sure these are current and consistent with what's on your website.

• Hours — Keep these updated. Nothing erodes trust faster than showing up to a business that Google said was open.

Step 4: Verify Your Business

Google needs to confirm you actually own or manage the business. Verification options vary, but common methods include:

• Postcard by mail — Google sends a postcard to your business address with a code. This takes about 5 days.

• Phone or email — Some businesses qualify for instant verification this way.

• Video verification — Increasingly common, Google may ask you to record a short video showing your business location or storefront.

Until you're verified, your profile won't be fully active. Don't skip this step.

Step 5: Add Photos

Businesses with photos get significantly more engagement than those without. You don't need a professional photoshoot — but you do need to put something there.

Add at minimum:

• A logo

• A cover photo (something that represents your brand or space)

• A few photos of your work, products, or team

Keep them current. A profile with photos from five years ago sends the wrong message.

Step 6: Write Your Business Description

You have 750 characters to tell people who you are and what you do. Use them. Be clear and specific — not vague. Think about what someone who has never heard of you would need to know to decide whether to call you.

Avoid generic language like "we're a passionate team dedicated to excellence." Say what you actually do and who you serve.

Step 7: Start Collecting Reviews

Once your profile is live, reviews become one of the most important things you can focus on. Google uses them as a trust signal — and so does every person who finds your profile.

The simplest way to get reviews: ask. Google even offers you an easy link to copy or a QR code to share with your clients.

After a good project or transaction, send your client the direct link to your Google review page and make it easy for them to leave one.

At The Glaeser Group, we maintain a 5-star Google rating — and we protect it intentionally. It's part of how we build trust before a client ever reaches out.

Keep It Updated

Setting up your profile is the first step.

Maintaining it is how you get results.

Check in regularly to:

• Update your hours (especially around holidays)

• Add new photos

• Respond to reviews — both positive and negative

• Post updates, offers, or announcements using the Posts feature with the scheduling tool.

Google rewards active profiles. So does your audience!

Need Help Getting Set Up?

If the technical side isn't your thing — or if you want to make sure your profile is set up strategically and not just checked off a list, that's exactly what we do.

At The Glaeser Group, we help businesses build a digital presence that works. From your Google Business Profile to your full brand and website, every piece is designed to move your business forward.

Ready to get started? Reach out at glaesergroup.com or give us a call at 864-432-4705.

The Glaeser Group is a woman-owned marketing and brand strategy firm based in Louisville, Kentucky. We partner with businesses, creatives, and organizations to build brands that are clear, functional, and built to grow.