How to Set Up and Manage Your Google Business Profile (and Actually Get Found Online)

Why appearing in the Maps Pack is essential for your business:

• Appears in 93% of local-intent searches — that box with the small map and three local listings is in front of almost everyone searching locally.

• 44% of local searchers click on a result in the 3‑Pack, compared to just 29% for organic search and 19% for paid ads.

• Businesses listed in the 3‑Pack get 93% more actions—like calls, website clicks, and directions—than those ranked 4–10.

• Businesses in the Map Pack receive 126% more traffic compared to those outside it.

• 68% of searchers trust Local Pack listings, versus just 10% for paid ads.

• 50% of all calls to local businesses come directly from the Maps Pack.

Why These Numbers Matter

The Maps Pack dominates local visibility. When someone searches with local intent, it’s often the first thing they see, sitting right at the top of the results page under the ads. If your business isn’t in there, you’re effectively starting from behind because most people won’t scroll far enough to find you elsewhere.

What makes the Maps Pack so powerful is that it drives direct action. It’s not just about showing up in search; it’s about turning that visibility into clicks, calls, and visits. These aren’t passive website views, they’re the enquiries and foot traffic that lead to real customers.

Being featured also gives your business an immediate boost in trust and credibility. Consumers naturally assume that the businesses highlighted by Google are the most relevant and reliable. If you’re in the Pack, you gain that advantage over competitors who aren’t.

And perhaps most importantly, phone calls remain one of the biggest sources of enquiries for local businesses. Many of those calls now come directly from the Maps Pack. If your profile isn’t set up and optimised properly, you’re missing out on a steady stream of high-quality leads that could be going straight to your competitors instead.

Visibility in the Maps Pack isn't optional; it's strategic. If you're not there, you're allowing competitors to scoop up the high-intent clicks, calls, and conversions that your business deserves.

>>>Find out more about how your GBP can help you get more leads with Local SEO<<<

Why Your Google Business Profile Matters

Think about the last time you looked for something local. Maybe it was a plumber, café, or gym. You didn’t scroll through endless websites — you looked at the first few businesses that popped up on Google Maps. You checked reviews, glanced at some photos, and either called or visited.

That’s how customers are deciding whether to choose you or someone else. And the great thing about a GBP is that it catches people at the exact moment they’re ready to buy. These are high-intent searches  “SEO consultant near me”, “website designer in Christchurch”, or “SEO agency Bournemouth”. People aren’t browsing; they’re looking to take action right now.

In fact, 76% of people who search for something nearby on their phone visit a business within 24 hours. Even better, 28% of those searches lead to a purchase.

And here’s something most business owners don’t realise: many people won’t even click through to your website. They’ll see your profile, check reviews, maybe look at photos, and contact you directly. That’s why your GBP is every bit as important as your website, sometimes even more.

Businesses with a complete profile are 2.7x more likely to be trusted. Add photos regularly, and you can expect to see up to 42% more requests for directions and 35% more website clicks.

How to Set Up Your Google Business Profile

Here’s the step-by-step checklist to get your profile live and working for you:

1. Sign In – Go to google.com/business and log in with your Google account.
2. Add Your Business – Enter your exact business name (don’t add extra keywords like “best plumber in Bournemouth” — Google will penalise you).
3. Choose the Right Category – Pick the most accurate one. This is the biggest ranking factor. For example, “Plumber” rather than just “Home Services”, or “SEO Agency” instead of “Marketing Consultant”.
4. Location or Service Area – If customers come to you (like a shop in Christchurch), add your address. If you go to them (like a builder in the New Forest), set your service area instead.
5. Contact Details – Add your phone number and website link. Many customers will call directly from here without visiting your site.
6. Verification – Usually by automatic, but sometimes by postcard, phone, email, or video. Your profile won’t show until you’re verified.
7. Complete Everything – Hours, description, services, photos, products, attributes (e.g. “wheelchair accessible”, “women-owned”). The more complete, the better.

A bonus many business owners don’t know: your GBP feeds into your general SEO strategy. Google uses the profile to validate your business details and location. When it matches your website, reviews, and other listings, your chances of ranking across the board go up.

>>>  Download our Google Business Profile Set Up Checklist <<<

Challenges With Setting Up a GBP

It’s usually straightforward, but some businesses run into problems:

• Verification nightmares – The postcard doesn’t turn up, or Google rejects your info. If that happens, make sure your business details are identical everywhere (your site, Companies House, social media). Consistency is non-negotiable.

• Service area confusion – Don’t try to list every town in Dorset and Hampshire. Stick to your core areas like Christchurch, Bournemouth, or the New Forest. Google prefers businesses that look relevant and local.

• Category errors – Pick the wrong primary category and you’ll struggle to rank. Always go specific.

• “Set and forget” profiles – The biggest mistake. Google won’t push a neglected profile.

Top Tip: If you’re stuck on verification, request a manual review through Google Business support. It takes time, but it’s better than sitting on an unverified profile.

How to Manage It Effectively

Google rewards activity. The more current and engaged your profile is, the higher you’ll rank in local searches. Here’s how to keep it working for you:

• Keep details accurate – Update hours, services, or phone numbers as soon as they change.

• Add fresh photos – At least once a month. If you’re a builder in Christchurch, show before-and-after jobs. If you’re a café in Bournemouth, post today’s specials.

• Post updates and offers – Weekly if you can. Even short updates show you’re active.

• Get reviews – Ask happy customers to leave them, and always reply (good or bad). Reviews are one of the strongest ranking signals.

• Answer questions – Use the Q&A section to pre-load your own FAQs. Great for building trust and sneaking in useful keywords.

• Check insights – Every month, see how people are finding you and what actions they’re taking. Use that data to improve your SEO.

The businesses we’ve helped in Christchurch, Bournemouth, and the New Forest that keep their profiles active see a noticeable jump in leads compared to those that let it sit idle.

Final Word

Your Google Business Profile is your digital shop window. If it’s empty, out of date, or ignored, people will pass you by. If it’s full of fresh photos, positive reviews, and accurate info, people will call, click, and visit.

If you’re a small business in Christchurch, Bournemouth, or the New Forest, getting your GBP right is one of the easiest wins you can make. Pair it with a properly optimised website from a local website designer and the support of an experienced SEO agency, and you’ll have the perfect setup to get found and generate leads consistently.

Not sure how your profile stacks up? Start with a free audit from us, and we’ll show you exactly where you stand and how to get into that coveted Maps Pack.