For a local trade business, the Google Business Profile frequently out-performs the website for driving enquiries — it's what shows up in the map pack when someone searches for your trade nearby. Most profiles are barely set up. Here are seven changes that make a real difference.
1. Pick the right primary category
Your primary category is one of the strongest signals Google uses to decide which searches you appear for. Be specific — "Electrician" or "Air conditioning contractor", not a vague catch-all — and add relevant secondary categories.
2. Set accurate service areas
If you travel to customers, define the suburbs and regions you actually service. This tells Google where to show you and stops you competing for areas you don't cover.
3. Add real photos regularly
Profiles with genuine, recent photos of completed work get more views and clicks than those with none or stock images. Add a few after notable jobs — it signals an active, real business.
4. Keep your details identical everywhere
Your business name, address, and phone number should match exactly across your website, socials, and directories. Inconsistent details ('NAP') confuse Google and weaken local ranking.
5. Collect reviews consistently
A steady flow of recent reviews beats a big burst followed by silence. Ask after every job. Reviews influence both ranking and the customer's decision to call you over a competitor.
6. Reply to every review
Responding to reviews — positive and negative — shows Google and prospective customers that the business is active and cares. Keep replies short, professional, and genuine.
7. Post updates and keep hours current
Use Google posts for offers or recent work, and make sure your hours (including public holidays) are accurate. An actively maintained profile is rewarded with more visibility.
Want it handled for you?
Managing all of this every month is exactly what our growth system does for tradies — profile setup, optimisation, photos, and review generation, done for you. Request a free visibility check to see where your profile stands today.
