Google business profile

The Ultimate Guide to Setting Up and Optimizing Your Google Business Profile in 2025

If you run a local business today, one thing is certain: your customers are searching for you on Google before they ever walk through your doors or pick up the phone. That’s where your Google Business Profile (GBP) comes in. Once called Google My Business, this free tool is one of the most powerful ways to get discovered in local searches and on Google Maps.

At Beacon Web Works, I help business owners just like you claim and optimize their profiles so they can stand out from competitors, attract more customers, and grow revenue. This post breaks down everything you need to know — step by step — to get your profile set up, verified, and working for you in 2025.
 

Step 1: Create or Claim Your Profile


If you don’t already have a GBP: Go to Google Business Click Get Started Enter your business name and follow the prompts to add your address, phone, website, hours, and primary category

If your business already appears on Google but isn’t claimed: Search for your business on Google or Maps Click Own this business? Follow the steps to claim and verify it
 

⚡ What’s New in 2025 Verification:
 

  • Video verification is now the standard. You’ll usually need to record or live-stream a walkthrough of your business showing signage, interior/exterior, branded equipment, and proof you manage it.
     
  • Postcard verification is being phased out. It still exists in some cases, but is no longer the main method.
     
  • Live video calls may be required. If other methods fail, Google will direct you to support for a live call.
     
  • Service-area businesses (SABs) no longer need to publish a home or office address. They can verify with video plus documentation.
     
  • Documentation is critical. Utility bills, business licenses, and state filings may be requested to prove legitimacy.

💡 Pro Tip: Always use your own Google account for ownership. Add agencies or employees as managers.

At Beacon Web Works, we make sure my clients keep full control.


Step 2: Fill Out Every Detail


Google rewards complete, accurate profiles. Be sure to include:
  • Exact business name (match signage)
  • Address (or service area, if applicable)
  • Phone number
  • Website URL
  • Hours (including holidays)
  • Primary & secondary categories
  • A keyword-friendly description of your services
     
⚡ Consistency matters. Your name, address, and phone number (NAP) should match across your website, ads, and any other directories.

When writing your description, think like your customer: what would they type into Google to find you? Work those search terms in naturally.
 

Step 3: Add High-Quality Photos
 

Photos build trust before customers even visit. Upload:
  • Logo
  • Professional cover photo
  • Inside and outside shots
  • Staff or team photos
  • Products or services in action

📸 Businesses with photos get 42% more requests for directions and 35% more clicks to their websites. Keep images fresh by posting regularly.


Step 4: Collect and Respond to Reviews


Reviews = trust. They impact both rankings and conversions.
  • Ask satisfied customers to leave reviews (share your direct review link)
  • Respond to every review — positive or negative
  • Stay professional and human in your replies
     
✅ A respectful response to a negative review can actually improve your reputation by showing others you care.


Step 5: Use the Q&A Section


Your GBP includes a Questions & Answers area that’s visible to the public. If you don’t manage it, anyone can post answers.

Here’s how to take control:
  • Add your own frequently asked questions and answer them
  • Reply quickly to real customer questions
  • Use clear, helpful language with natural keywords

At Beacon Web Works, I recommend starting with at least 5–10 FAQs covering parking, pricing, services, and policies.
 

Step 6: Post Regular Updates


Google Posts are like mini social updates inside your profile. Use them to:
  • Announce updates or news
  • Share special offers
  • Promote events
  • Highlight products or services

Each post can include an image, short description, and a call-to-action like Book Now, Call Now, or Learn More.

🚀 Posting regularly helps your visibility and shows customers you’re active.


Step 7: Enable Messaging


Google’s messaging feature lets people text you directly from your profile. Perfect for service businesses.
  • Turn it on from your GBP dashboard
  • Set push notifications to avoid missing leads
  • Use auto-replies to set expectations after hours

⚠️ Only enable messaging if you can respond quickly. Otherwise, leave it off.


Step 8: Monitor Insights and Keep Things Fresh


Your profile is not “set it and forget it.” Use Google’s Insights to track:
  • How people find your profile
  • Whether they found you in Search or Maps
  • What actions they take (calls, clicks, requests for directions)
  • Which keywords they used

🔑 Review insights monthly, refresh photos, and update your hours for holidays. Google may suggest changes, but always review before accepting.
 

Final Thoughts


Your Google Business Profile is often your customer’s first impression. Done right, it drives calls, clicks, and foot traffic — without costing a dime.

Most businesses either don’t claim their profile at all or leave it half-finished. That’s a huge missed opportunity.

At Beacon Web Works, we help businesses fully optimize their GBP so they can dominate local search results and attract more customers.

👉 Ready to get more visibility, more reviews, and more customers?

Contact Beacon Web Works today to optimize your Google Business Profile and start getting found where it matters most — on Google.