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If you’re a tradesperson or service provider in the UK, your local reputation is everything. Whether you’re a plumber in Leeds, a solicitor in Birmingham, or an accountant in Manchester, one thing holds true:
If you’re not showing up when locals search on Google, you’re leaving money on the table.
In 2025, your Google Business Profile (GBP) is no longer optional. It’s the single most powerful (and free) tool for boosting your visibility, attracting warm leads, and growing your business locally.
Key Takeaways
- Google Business Profile is your local shopfront online: It helps customers find and trust you.
- Local SEO starts with GBP: Claiming and optimising your listing is the first step to ranking higher.
- Service businesses thrive on local search: From roofers to letting agents, GBP helps you stand out in your postcode.
- Reviews, photos, and accurate info = more leads: These small tweaks lead to more calls and more clients.
What is Google Business Profile (GBP)?
Google Business Profile (formerly Google My Business) is your business’s free listing on Google. When someone searches for “plumber near me” or “solicitor in Liverpool”, your GBP listing can appear front and centre in the Local Pack – that map box with the top three local businesses.
Your GBP includes:
- Business name, address, phone (NAP)
- Reviews and star rating
- Business hours
- Photos of your work or office
- Services you offer
- FAQs and posts
This listing is what potential clients see before they even click your website.
Why Google Business Profile is Crucial for Trades & Services
1. Local Search is Where Clients Start
Over 90% of local customers use Google to find service providers. Whether it’s a gas engineer in Croydon or a conveyancer in Sheffield, people trust Google to show the most relevant businesses.
Having a fully optimised GBP means you appear when it matters most: at the moment of intent.
Here we’ve created a thorough guide to SEO for Gas Engineers. Learn everything you need to rank your site higher on Google.
2. It Builds Instant Credibility
Reviews. Photos. Clear contact info. All displayed instantly. Your profile acts as a trust signal. If you’re a roofer with 50 five-star reviews and your competitor has 3 and no photos, who do you think they’ll call?
3. It Drives Phone Calls and Walk-ins
GBP allows customers to call you directly, get directions to your office, or message you instantly. It’s a direct lead generation tool for:
- Solicitors offering consultations
- Estate agents hosting viewings
- Plumbers taking emergency callouts
4. It Gives You a Competitive Edge
Many local businesses still haven’t claimed or optimised their profile. By taking it seriously, you immediately outperform 70% of your local competition.
Do you want a Free Local SEO Audit for your website?
How to Optimise Your Google Business Profile in 2025
Here’s a simple checklist to get ahead:
✅ Claim and Verify Your Listing
Search your business on Google. If it’s unclaimed, claim and verify it. Google may call or send a postcard for confirmation.
✅ NAP Consistency
Your Name, Address, and Phone Number must match across your website, social media, and local directories.
✅ Choose the Right Business Categories
Be specific. A solicitor should choose “Conveyancer” or “Family Law Solicitor” instead of just “Lawyer.” Learn everything about SEO for Solicitors here.
✅ Add Quality Photos
Upload:
- Before & after job photos (for trades)
- Office and team photos (for services)
- Your logo and cover photo
Photos get more engagement and clicks than listings without them.
✅ Collect and Respond to Reviews
Ask happy clients to leave a review. Respond professionally to all reviews, even negative ones. Pro tip: Mention the service and location in your response (“Thanks for trusting us with your boiler install in Cardiff!”).
✅ Add Business Hours and Services
Keep your opening times updated. Add specific services you provide. For example:
- “Emergency drain unblocking” (Plumber)
- “Probate legal advice” (Solicitor)
- “HMO Property Management” (Letting Agent)
If you’re interested, learn more about SEO for Plumbers here.
✅ Use Google Posts Weekly
Share short updates, offers, tips or news. These posts appear on your profile and can drive more engagement.
✅ Enable Messaging
Allow customers to message you directly through your profile. Great for quick questions or booking appointments.
GBP Best Practices by Sector
Plumbers, Gas Engineers, and Roofers
- Show photos of recent work
- Share posts on seasonal tips (e.g. winter pipe freezing prevention)
- List emergency services and after-hours callouts
Solicitors and Accountants
- Add a Q&A section answering common legal or tax questions
- Use professional headshots to build trust
- Share blog snippets or regulation updates via Posts
Estate and Letting Agents
- Add listings as posts with links to your website
- Include virtual tour photos
- Ask every successful client to leave a review
Find out more about SEO for Estate agents here.
Local SEO Bonus Tip: Use Local Keywords
The key to Local SEO is to optimise your GBP and your website with keywords like:
- “Plumber in Norwich”
- “Divorce solicitor Leeds”
- “Roof repair specialists Glasgow”
Use them naturally in your service descriptions, blog posts, and page titles.
Final Thoughts: Local SEO Starts with Google Business Profile
In 2025, winning on Google doesn’t require a massive ad budget. It requires consistency, trust signals, and visibility where it matters.
Whether you’re a sole trader or a growing firm, your Google Business Profile is your digital handshake with every potential customer in your area.
Set it up, optimise it, and maintain it weekly. Your business will thank you.
Need help improving your local SEO? We offer affordable optimisation packages tailored for UK trades and service providers. Just ask for a free audit.
FAQs
Yes — having a Google Business Profile massively boosts your local SEO. It puts your business in front of people searching for services like yours in your area. A fully optimised GBP increases your chances of appearing in the Local Pack (the top 3 map listings on Google), which drives more clicks, calls, and conversions than standard organic listings. For plumbers, solicitors, or estate agents, this means being seen first when local intent is highest.
Because it connects your business directly with nearby customers who are ready to buy. Whether someone types “gas engineer near me” or “accountant in Manchester”, Google uses the information from your profile—reviews, location, services—to decide whether to show your listing. Without an optimised GBP, you’re invisible in one of the most valuable areas of search.
To maximise your profile’s strength (often shown as “100% complete” by Google), you need to:
– Claim and verify your profile
– Fill out all business info (NAP, categories, services, opening hours)
– Upload high-quality photos (team, office, work examples)
– Collect and respond to reviews
– Add regular Google Posts
– Enable messaging
– Keep everything consistent with your website and other listings
A 100% profile isn’t just about ticking boxes — it’s about building trust and showing up when it counts.
Focus on these local SEO levers:
– Use relevant local keywords in your service descriptions and review responses (e.g. “roof repair in Sheffield”)
– Keep NAP details consistent across all platforms
– Respond to reviews, ideally mentioning the service and location
– Post regularly to keep your profile active and fresh
– Add specific services that reflect how customers search (e.g. “emergency boiler repair”)
– Include rich photos and videos, especially for trades and property services
The more complete, accurate, and active your profile is, the higher your chances of ranking.
Absolutely — and it’s free. For trades and services, GBP is often the highest ROI marketing tool you can use. It gets your name in front of local clients, builds trust through reviews, and turns searches into leads. Whether you’re a solo plumber or a multi-branch law firm, it’s one of the most effective ways to grow locally in 2025.
