Google Business Profile: the 30-minute setup guide for UK high street businesses

When someone in your town types "salon near me" or "best barber [your town]" into Google, what determines whether they find your business?

It is your Google Business Profile.

Not your website. Not your Instagram. Your Google Business Profile is the single most important free marketing tool available to a UK high street business, and it takes 30 minutes to set up properly.

If you already have a profile but set it up years ago and haven't touched it since, this guide covers what you should update. A properly optimised profile in 2026 looks very different from one set up in 2019.

Why this matters so much

Google's research shows that 76% of people who search for a local business on Google visit one within 24 hours.

When someone searches for your type of business in your area, they see a map with three listings — the "local pack." Businesses in that pack get dramatically more clicks than those below it or in the organic results.

Getting into the local pack comes down to three things:

1. How complete and accurate your Google Business Profile is
2. How many recent, positive reviews you have
3. How close you are to the searcher

You can't control the distance. You can control the first two entirely.

Step 1: Find or create your profile

Go to business.google.com. Sign in with your Google account.

Search for your business name. If it already exists (Google sometimes creates basic listings automatically), click "Claim this business." If it doesn't exist, click "Add your business."

Step 2: Fill in every field completely

This is where most business owners stop early. Don't. Complete every field.

Business name. Your exact trading name. Do not add keywords (e.g. "Bella's Salon — Best Haircut London" is against Google's guidelines and can get you penalised).

Category. Your primary category is the most important. Choose the most specific one available — "Hair Salon," "Barber Shop," "Beauty Salon," "Aesthetics Clinic," "Restaurant." Add secondary categories where they accurately apply.

Address. Your exact address as it appears in the Royal Mail database. Consistency matters — if you use "Street" on your website but "St" on your profile, this creates a trust signal discrepancy.

Phone number. A local number with your area code, not a 0800 or 0333 number.

Website. Link to your homepage or, ideally, to your booking page.

Hours. Every day, including different hours for public holidays if applicable. Update these whenever your hours change.

Description. A 750-character description of your business. Write naturally. Include your location, your specialisms, and what makes you different. Include your primary keyword once naturally.

Step 3: Add photos — at least 10

Listings with photos receive significantly more clicks than those without.

Add:

• Your exterior (so people can find you)
• Your interior (showing the atmosphere and standard)
• Your team at work
• Examples of your work (for salons, barbers, aesthetics)
• Your products (for retail, café menus, etc.)

Photos should be well-lit and recent. They don't need to be professional photography — a good phone photo is fine.

Add new photos every few months. Google rewards active profiles.

Step 4: Set up your booking link

In your profile, find the "Bookings" section. Add the URL of your booking page.

When someone finds you on Google Maps, a "Book" button appears. Removing friction from the booking process directly increases how many of those people actually become clients.

Step 5: Verify your listing

Google needs to verify that you actually operate from the address you've listed. The standard verification method is a postcard with a code sent to your business address — arrives in 5–7 working days. Enter the code in your profile.

Some businesses now get video verification or phone verification instead. Follow whatever Google presents to you.

Step 6: Get your review link

In your profile dashboard, find "Get more reviews." Copy the direct review link. Save it on your phone.

This is the link you'll send to happy clients. It takes them directly to the review form without them having to find your profile and navigate to it themselves.

How to get reviews — the method that actually works

The best time to ask is immediately after a positive interaction, while the client is still physically with you or has just left.

In person: "I'm really glad you're happy with it — if you have 30 seconds, a Google review would mean the world to us. I'll send you the link now." Then send it via WhatsApp or text immediately.

Via your booking confirmation or follow-up: Include your review link in your automated post-appointment message. "How was your appointment? If you enjoyed it, we'd love a Google review: [link]"

Aim to respond to every review — positive and negative. Responses show potential clients that you're engaged and professional. For negative reviews, a calm, helpful response matters more than the negative review itself.

After setup: what to do monthly

• Add 2–3 new photos
• Respond to any new reviews
• Update your posts (Google lets you post updates, offers, and events — these appear in your profile)
• Check your insights (Google shows you how many people found you, called you, or visited your website through the profile)

A complete, active Google Business Profile with regular new photos and a steady stream of reviews will consistently bring new clients to your business — for free, indefinitely.