Short answer: Sign in at business.google.com with a Google account the owner will keep, search for your business first, use your real business name, pick the main category that fits best, add your address or service areas, verify, then fill out everything and start asking every customer for a review.
Before you start
Use a Google account that belongs to the business owner and that you'll keep for years, not an employee's account or one an outside company controls. Whoever owns the account owns the profile.
Step 1: Start the profile
Go to business.google.com and sign in. Search for your business first, in case a profile already exists. If it does, request access to it instead of making a second one, because duplicate profiles cause problems.
Step 2: Enter your business name exactly as it is
Use your real business name, the one on your sign, truck and paperwork. Don't add towns or keywords, like "Smith Plumbing Best Plumber Dayton." Google's guidelines don't allow it, and it can get a profile suspended.
Step 3: Pick the right main category
The main category is one of the biggest factors in which searches you show up for. Pick the one that best describes your main business, like "Plumber" or "Chiropractor," then add a few secondary categories only for other things you really do.
Step 4: Decide whether customers come to you
If customers visit your location, like a shop or office, add the address. If you go to your customers and work from home, tell Google that customers don't visit your location. Google still needs your address to verify you, but it won't show it publicly.
- Add the service areas you actually cover, by town, county or zip code. Google allows up to 20.
- Don't use a P.O. box or a mailbox service as your address. Google doesn't allow them.
Step 5: Add your phone number and website
Use a phone number that's answered by your business, and link your website. If you don't have a website yet, you can add it later.
Step 6: Verify
Google needs to confirm you're the real business. Depending on the business, it may ask you to record a short video, or offer a phone call, text, email or postcard. Follow the steps it gives you. You can't fully manage your profile until it's verified.
Step 7: Fill out everything
A complete profile looks more trustworthy and gives Google more to work with.
- Real hours, including holiday hours. Don't list "open 24 hours" just because you take emergency calls.
- A description of up to 750 characters that says what you do and where, in plain words
- Your services, with short descriptions
- Real photos of your work, team, trucks or shop
Step 8: Start collecting reviews
Reviews are a big part of how customers choose. Copy your review link from your profile and text it to every customer right after a job. Google's rules don't allow asking only the customers you expect to be happy. Reply to reviews, good and bad, politely and briefly. Never buy reviews or write your own. Google removes them and can penalize the profile.
Common questions
How long does verification take?
It depends on the method Google offers. Video and phone verification can be quick, while a postcard can take days or weeks to arrive.
Can I hide my home address?
Yes. If customers don't come to you, set your profile as a service-area business. Google uses the address to verify you but doesn't show it.
Can I have more than one profile?
Only for real, separate locations that are staffed during business hours. Making extra profiles for towns you serve isn't allowed.