Optimise GMB for Service-Based Businesses

At Lillian Purge, we specialise in Local SEO Services and have written a specialised guide on How service-based businesses can optimise their GMB profile, providing industry-specific tips for more visibility and engagement.

For service-based businesses like electricians, plumbers, accountants, and marketing agencies, a well-optimised Google My Business profile is one of the most effective tools for attracting local customers. It acts as a digital storefront, allowing people to find your business, read reviews, and contact you directly from Google Search or Maps. This article explains how service-based businesses can optimise their GMB profiles to improve rankings, boost engagement, and generate more qualified leads.

Why Google My Business is vital for service-based businesses

Unlike product retailers, service providers often rely on local visibility and reputation to win clients. Most potential customers will search online before hiring a service, using phrases like “electrician near me” or “accountant in Bedford.” A complete and optimised GMB profile increases the likelihood that your business will appear in the local map pack—a key area of visibility for local searches.

Google My Business also helps establish trust. Reviews, photos, and regular updates show that your business is active, reliable, and focused on customer satisfaction.

Step 1: Claim and verify your GMB listing

The first step to optimisation is claiming and verifying your GMB listing. This ensures you have full control over the information displayed. Visit Google Business Profile Manager, create or claim your listing, and follow the verification process. Most businesses verify via a code sent by post, phone, or email.

Once verified, you can manage your details, respond to reviews, and access insights about how customers find and interact with your profile.

Step 2: Ensure accurate business information

Your GMB profile should include accurate and consistent business details:

• Business name (exactly as it appears elsewhere online)

• Address (or service area if you don’t have a physical location)

• Phone number

• Website URL

• Business hours

Consistency is essential. Your name, address, and phone number (NAP) should match exactly across your website, directories, and social media pages. Inconsistencies can confuse customers and reduce your visibility in Google’s local results.

Step 3: Select the right categories

Choosing the correct primary and secondary categories helps Google understand what your business offers. For example, a plumbing business could use “Plumber” as the primary category and “Emergency plumber” or “Drainage service” as secondary options.

Be specific. A clear category selection ensures your business appears in the most relevant searches. Avoid listing unrelated services just to appear in more results, as this can dilute your ranking strength.

Step 4: Optimise your service area

If your business operates in multiple towns or regions, use the service area feature to specify the locations you serve. This is especially useful for businesses that don’t have a physical office but travel to customers.

List towns or postcodes where you regularly work, and avoid selecting an overly broad area. Google prioritises proximity in local search results, so targeting realistic service zones will help your profile rank higher for nearby searches.

Step 5: Add detailed service descriptions

Google My Business allows you to list individual services with descriptions and prices (if applicable). Use this section to describe what you offer in clear, keyword-rich language.

For example, instead of simply writing “boiler repair,” you could include: “24-hour boiler repair and maintenance across Bedfordshire, specialising in domestic heating systems and emergency callouts.”

Well-written service descriptions help potential clients understand your expertise and increase your chances of appearing for specific keyword searches.

Step 6: Upload high-quality photos

Photos significantly improve engagement on your GMB profile. Businesses with images receive more clicks, calls, and direction requests. Add professional, high-resolution photos that reflect your services, such as before-and-after project shots, team images, or vehicles with branded signage.

For service-based businesses without a public office, showing your team in action builds trust and demonstrates professionalism.

Step 7: Encourage and respond to reviews

Customer reviews are one of the most influential ranking factors for local SEO. Encourage satisfied clients to leave honest feedback on your GMB profile.

You can ask for reviews by sending a follow-up email after completing a job or by sharing your Google review link via text or social media. Always respond to reviews, whether positive or negative, to show that you value customer feedback. This interaction not only improves credibility but also signals activity to Google’s algorithm.

Step 8: Post regular updates and offers

GMB posts allow you to share updates, offers, or events directly on your profile. Service-based businesses can use this feature to promote seasonal discounts, announce new services, or post helpful advice.

For example, an electrician could post safety tips before winter or a promotional offer for rewiring services. Regular posting keeps your profile active and helps your business stay visible in local searches.

Step 9: Use attributes and highlights

Google provides attributes that describe key aspects of your business, such as “locally owned,” “24-hour service,” or “free consultation.” These features appear directly on your listing and can help attract specific customer segments.

Choose attributes that accurately represent your business, as they influence search relevance and customer decision-making.

Step 10: Analyse insights and adjust strategy

Google My Business includes an insights dashboard that shows how people find your business, what keywords they use, and how they interact with your listing. Review this data regularly to understand what’s working and where improvements can be made.

If most of your views come from discovery searches (general service searches), that’s a good sign your optimisation is effective. If not, you may need to refine your descriptions or add more services to capture broader search intent.

Step 11: Add FAQs and messaging options

Many customers prefer quick answers before making contact. Use the Q&A feature to address common questions directly on your profile, such as “Do you offer emergency callouts?” or “How quickly can you provide a quote?”

Enable the messaging feature so users can send enquiries directly from Google. Quick responses can significantly increase conversions and customer satisfaction.

Why GMB optimisation is crucial for local service providers

A well-optimised Google My Business profile gives local service providers a competitive advantage. It improves visibility in local searches, enhances credibility, and generates leads directly from Google without relying heavily on paid advertising.

For businesses that depend on local clients, GMB acts as both a discovery tool and a trust signal. It helps potential customers see your expertise, read genuine reviews, and contact you with confidence.

How Lillian Purge helps service-based businesses with GMB optimisation

At Lillian Purge, we help service-based businesses optimise their Google My Business profiles to attract more local customers. Our approach includes detailed profile audits, keyword optimisation, review strategies, and consistent content updates.

We combine GMB management with local SEO strategies to ensure your business ranks higher in map results and search listings. Whether you’re a small business or a multi-location service provider, our methods help you stand out, generate leads, and grow your local client base.

We have also written in depth articles on The role of Google My Business in the Local Map Pack and How to get more customer reviews on Google (without breaking the rules) as well as our Google My Business Hub to give you further guidance.