Local SEO for tradespeople: your website and Google Business Profile
Start with accurate business details and clear service pages. Follow a practical sequence for Google Business Profile, customer reviews and measurement, based on your eligibility and actual service area.
- Accurate business name
- Correct category and service area
- Current contact details
- Clear service pages
- Your projects with context
- A working enquiry route
Your website and business profile need to reflect how your firm actually operates.
The essentials,
first.
Check profile eligibility and hide your address if you do not receive customers there.
Retain business ownership, give the agency separate access and keep your business details current.
Track completed improvements and relevant enquiries; no agency can guarantee your local search position.
In this guide06 sections
Check eligibility and address
Google Business Profile is for businesses that receive customers at a physical location or visit customers. Search for your business name and former names first; an existing profile may need updating or the correct owner.
- You visit customers: a tradesperson can have a service-area profile.
- You do not receive customers at the address: hide it in the profile.
- You rent a mailing address: that alone does not qualify you for another profile.
Follow Google’s business representation guidelines. Creating another profile when one already exists can make it harder to keep the information together.
Keep control of the account
Keep the business as primary owner and give the agency separate access. Do not share passwords. Owners and managers have different rights, as Google explains in its role guidance.
- Choose who confirms business details and helps with verification.
- List authorised people and remove old access when a working relationship ends.
- Tell the agency when phone numbers, hours or services change.
Keep business details current
- Business and services
- Use the real business name without added towns or search phrases. Check the main category, services and your own photos.
- Contact and area
- Check the phone number, website link and where you actually work.
- Hours
- Include opening hours and exceptions such as holidays. Explain when you handle enquiries if that differs from your working hours.
Set a recurring reminder to review the profile. Do not say “24 hours” if nobody handles emergency calls overnight. Google explains how to update profile information.
Answer customers’ questions
Explain what each main service covers, which customers you help, your service area and what you need for a quote. Confirm qualification claims with the person carrying out the work.
Explain your part in the project and which other trades the customer needs. Show completed projects with your own photos and short explanations. Include a location when relevant and approved.
Avoid batches of town pages that only change the place name. Use the content checklist and connect services, relevant projects and the contact route so readers can take the next step.
Ask for honest reviews
Give customers a chance to describe their own experience after completed jobs. Follow Google’s policy against review manipulation:
- Let the customer choose the wording and rating.
- Offer no discount or other incentive.
- Do not select only customers expected to leave high ratings.
Reply factually; sometimes a thank-you is enough. Do not publish details of a customer’s home, finances or a dispute. If a complaint needs investigation, offer direct contact and record what you will follow up internally.
Track the work and enquiries
- The work
- Ask the agency to report which pages or profile details changed and why.
- Visibility
- Track relevant searches and visits over time. Compare the same season; demand for work such as roofing can vary between months.
- Enquiries
- Record which ones became suitable jobs. Distinguish the profile from the website where the information allows it. A click is not a booking.
Google considers relevance, distance and how well-known a business is, among other factors. You cannot pay Google for a better organic local position. Read Google’s explanation of local ranking.
Plus can cover local SEO, Google Business Profile and monthly content work as agreed in your proposal. We agree tasks, responsibilities and measurement before work starts.