How to Set Up a Google Business Profile (Google My Business) and Link Your Website
If you run a local business, one of the quickest wins for visibility is creating a free Google Business Profile (formerly Google My Business). This helps you appear on Google Search and Maps, collect reviews, and send customers straight to your website.
Step 1: Open Google Business Profile Manager
Go to Google Business Profile Manager and sign in with the Google account you want to use for the business.
Step 2: Add your business name & category
- Click “Add your business to Google”.
- Enter your business name exactly as you want it displayed.
- Choose the most relevant primary category (e.g., “Plumber”, “Coffee shop”, “Accountant”).
Tip: You can add additional categories later, but keep the primary one tightly focused.
Step 3: Add location or service areas
- If customers visit you, add your business address so you appear on Maps.
- If you travel to customers, select service areas (e.g., “Edinburgh, Glasgow, Fife”).
Step 4: Add contact details & website link
- Enter your phone number.
- Add your website URL — this creates a clickable button on your listing.
Optional: Track clicks with UTM tags
If you want to measure website visits from your profile in Google Analytics, add UTM parameters to your URL:
https://www.yourdomain.com/?utm_source=google&utm_medium=organic&utm_campaign=gbpStep 5: Verify your business
Google will ask you to verify ownership. Common methods include:
- Postcard sent to your business address
- Phone or text to your business number
- Email (for some categories)
- Instant verification if your site is verified in Google Search Console
Follow the on-screen steps. Verification typically takes a few minutes to a few days.
Step 6: Optimise your profile for conversions
- Add accurate opening hours (plus holiday hours).
- Upload a logo, a clear cover photo, and several high-quality images.
- Write a concise, keyword-rich business description (what you do, who for, where).
- Enable and encourage Google Reviews — reply to all reviews professionally.
- Use Posts for offers, events, and updates to keep your profile fresh.
- Add relevant services or products with short descriptions and pricing if possible.
Why linking your website matters
- More traffic: Customers can click straight through from Search and Maps.
- Better local SEO: A complete, verified profile + a strong website helps rankings.
- Trust & credibility: A professional site reassures customers and boosts conversions.
- Tracking: With UTM tags, you can measure exactly how many visits come from GBP.
Quick FAQ
Is Google Business Profile free?
Yes — creating and managing your profile is completely free.
What if I don’t have a website yet?
You can publish your profile without a site, but adding your own domain later is strongly recommended for trust, SEO, and conversions.
How long does verification take?
It varies by method and category — from minutes (phone/email) to a few days (postcard).
Can I change my category or details later?
Yes. You can edit categories, hours, photos, description, and website link anytime in your dashboard.