A Google Business Profile checklist for a trade business
By André Bergan, 2026-10-12
If someone searches "plumber near me" or "electrician in [your town]" right now, Google Business Profile is most likely what they see before they see your website. Most trade businesses set one up once, when a customer or a mate told them to, and never look at it again. That's the problem. A profile with the wrong hours, a name stuffed with keywords, or an address Google can't verify works against you quietly, with no error message telling you so.
Here's what to actually check, based on Google's own guidelines rather than guesswork.
Your business name should be your business name
This sounds obvious until you see how many listings break it. Google's own guidelines for representing your business say your name should match your real-world name, the one on your van, your invoices and your signage, not a version padded with your trade or your town (support.google.com/business/answer/3038177). "Jozi Plumbing Services" is fine if that's genuinely your trading name. "Jozi Plumbing Services, Geyser Repairs, Burst Pipes, Sandton" is not, even though it feels like it should help you show up for more searches. Google's guidelines say plainly that adding unnecessary information to your business name isn't allowed and could get your profile suspended.
If your legal name is long or clunky, that's a separate conversation with an accountant, not something to patch by editing the Google field.
If you work from a bakkie, not a shopfront, say so
A huge share of trade businesses have no public premises. You work from home, or from a yard customers never see, and you drive to the job. Google has a specific setting for this: you can hide your street address and show only the areas you serve, through the "Show business address to customers" toggle under your profile's location settings (support.google.com/business/answer/10514137). You still need a real address behind the scenes for verification, it just isn't shown publicly.
Get this wrong in either direction and it causes problems. Showing your home address when customers never visit it puts your home on the map for no benefit. Leaving your service area blank means customers in the towns you actually work in have less to go on.
One category that's actually true, before you add any others
Pick the primary category that most accurately describes what you do: Electrician, Plumber, Builder, not the broadest one that might catch more searches. You can add a few relevant secondary categories on top, but Google's guidelines ask you to use as few categories as possible to describe your core business (support.google.com/business/answer/3038177). A roofer who also ticks general contractor, painter and landscaper isn't helping anyone find them for roofing.
Hours that are actually true, including the exceptions
Set your regular hours, and then use special hours for the exceptions: a public holiday, a day you're closed for a family event, the week you're away on a job out of town. A profile showing "open" when nobody picks up the phone is worse for you than one that's honestly closed, because the next search a frustrated customer makes is for a competitor.
None of this is a ranking trick, it's the foundation
Google is plain about this: local ranking is based mainly on relevance, distance and popularity, and there's no way to pay or trick your way to a better spot (support.google.com/business/answer/7091). An accurate name, a correct address setting, an honest category and real hours don't jump you up the list on their own. What they do is stop you being quietly excluded from searches you should be winning, and stop a confused customer closing your listing because something on it doesn't add up.
Replying to reviews sits in the same category. On the same page, Google says replying shows you value your customers' feedback, and that more reviews and positive ratings can help your local ranking. It doesn't promise a bump for every reply, but a profile where nobody answers reviews reads as a business nobody is running. If you want to know what's changed with reviews this year, I wrote about Google's 2026 review rules.
The part none of this fixes
A tidy profile gets your number dialled. It doesn't answer the phone for you. If a customer finds you, calls while you're up a ladder or under a sink, and you don't pick up, the checklist above did its job and the call still goes to your competitor. That's the gap Hannah is built for: she answers your calls and WhatsApp messages, asks the questions you'd ask, and sends you the lead before you've even climbed down. If missed calls are costing you more than your Google listing ever will, have a look at what she does.