How Tradesmen Should Optimise Their Google Business Profiles in 2025
- Charlie Shaw
- 3 days ago
- 5 min read
Updated: 3 days ago
If you're a tradesman in the UK, getting found on Google is key to winning more local work. One of the best free tools available is your Google Business Profile (formerly Google My Business). But just setting it up isn’t enough. To get real results in 2025, you need to optimise it properly.
In this guide, we’ll show you exactly how to improve your Google Business Profile so you appear higher in local searches, get more calls, and attract better enquiries. These tips are based on what’s working right now for roofers, landscapers, electricians and other UK trades.
Why Your Google Business Profile Matters
When someone searches for a service like “roof repair near me” or “landscaper in Derby,” Google often shows a map with three local businesses at the top. That’s called the Map Pack, and your Google Business Profile controls whether or not you appear there.
Getting into the Map Pack can lead to dozens of extra calls and website visits per month. It’s one of the highest-converting places to show up online. But competition is growing, so it’s crucial your profile is fully optimised.
Step 1: Choose the Right Primary Category
Your primary category has the biggest influence on what search terms you rank for. Get this wrong and you may disappear from relevant searches.
How to choose it: Use the GMB Everywhere Chrome extension to inspect what categories your competitors use. Search for your main keyword (e.g. “driveways in Wolverhampton”) on Google Maps. Then click on the top profiles and see what category they’ve chosen. Match the one that shows up most often among top-ranking businesses.
Only choose one primary category. Don't guess - check what’s already ranking.
Step 2: Add All Relevant Secondary Categories
Once the main category is set, add supporting categories that reflect everything you do. This increases your chances of showing for related searches.
Examples:A landscaper might also add:
Deck Builder
Fence Contractor
Paving Contractor
A builder might also include:
Bathroom Remodeler
Kitchen Remodeler
Loft Conversion Specialist
Use categories that are specific to your services. Don’t add irrelevant ones - it can confuse the algorithm and hurt your visibility.
Step 3: Add All Services (Or Create Custom Ones)
Google lets you list the services you offer under each category. Add as many as you genuinely provide. You can also write short descriptions for each one.
Why this matters: Google uses these services to match you with long-tail searches like “composite decking installer” or “emergency electrician in Leicester.”
Tip: If your exact service isn’t listed, create a custom service. For example, a patio installer could add “Pattern Imprinted Concrete.”
Step 4: Set Opening Hours to 24/7
Even if you don’t take calls all night, setting your profile to 24/7 has two benefits:
You appear in searches outside traditional hours.
It avoids “closed now” messages appearing on your profile.
If you’d rather not set it to 24/7, choose hours that reflect when you’re happy to receive enquiries.
Step 5: Add All Relevant Business Links
Make sure your listing links to:
Your website
Your booking page (if you use Calendly or similar)
Your quote form (if separate from the homepage)
Pro tip: Use UTM tags on your website link so you can track traffic from your GBP in Google Analytics.
Step 6: Ensure NAP Consistency (Name, Address, Phone)
Google needs to trust that your business is real and reliable. One way it checks is by comparing your Name, Address and Phone number (NAP) across the internet.
Do this:
Use the exact same format on your website, Google Business Profile, social media, and online directories.
Don’t write "Ltd" in some places and not others.
Don’t abbreviate your street name in one place and spell it out in another.
Inconsistent details can lower your local rankings.
Step 7: Add All Relevant Attributes
Attributes are optional details that give potential customers more confidence. These vary by trade but might include:
“Offers free estimates”
“On-site service”
“LGBTQ+ friendly”
“Emergency service available”
Adding the right attributes makes your profile more complete and can also influence where you show up.
Step 8: Upload Photos Regularly
Images play a huge role in getting attention and building trust.
Add:
Project photos (before and after, if possible)
Team photos
Vehicles with branding
Tools and materials
Office or yard (if applicable)
Tips:
Post at least one new photo every month.
Use original images, not stock photos.
Geotag images with location info if possible (use a tool like GeoImgr).
Photos help customers trust you, and Google notices when your profile is active.
Step 9: Post Updates About Current Jobs
Google Business lets you post updates like a social media feed. Most tradesmen ignore this, but it’s a missed opportunity.
Post ideas:
Photos of a recent job
A quick update like “Just completed this resin driveway in Chesterfield”
Special offers or seasonal messages
Google review shoutouts
Posting once a week shows Google you’re active, relevant and trustworthy. It can also help you show up in more searches.
Bonus Tips for 2025: What’s New
Google continues to make changes. Here’s what else to focus on this year:
Review frequency matters. Aim to get a steady stream of new Google reviews. Ask happy customers at the end of each job.
Use keywords in your responses. When replying to reviews, mention your service and area (e.g. “Thanks John! Glad we could help with your bathroom rewiring in Coventry.”)
Recommended Tools
Here are some helpful tools to make optimising your Google Business Profile easier:
GMB Everywhere: See what categories your competitors use.
Semrush Local SEO Toolkit: Track your rankings in specific postcodes or towns.
You don’t need these, but even using one will help you stay ahead of the competition.
Final Thought: Google Business Profiles Win Local Work
Most tradesmen set up their Google Business Profile once and forget about it. But those who treat it like a sales tool are the ones who get more leads, week after week.
With just a bit of regular effort, you can climb the rankings, look more professional, and build trust with local homeowners and businesses.
Need Help?
Our SEO Service for Tradesmen includes full Google Business Profile setup and optimisation, plus weekly updates, new photos, and posts. We handle everything so you can focus on the work.
We’ve helped over 100 trades businesses across the UK rank higher and win more local jobs. Let us do the same for you.
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