Setting Up a Virtual Landline for Your Google Business Profile

A phone number is one of the most important details on your Google Business Profile. It’s how customers contact you directly and plays a crucial role in building local trust. But for many small businesses, using a personal mobile number isn’t ideal. It can look unprofessional, limit call tracking, and blur the line between personal and business communication. That’s where a virtual landline comes in.

This article explains what a virtual landline is, why it benefits your Google Business Profile, and how to set one up step by step.

What Is a Virtual Landline?

A virtual landline is a cloud-based phone number that looks like a standard local or national landline but operates online instead of through a traditional fixed-line system. It allows you to make and receive calls through your mobile, laptop, or desktop computer without needing extra hardware.

Virtual landlines are particularly useful for small or remote businesses that want to present a professional local presence. You can choose an area code that matches your target market such as 01234 for Bedford even if you’re based elsewhere.

Why a Virtual Landline Is Ideal for Google Business Profiles

Your Google Business Profile (GBP) is often the first interaction a customer has with your business. When they search for local services, they see your contact details immediately, and a professional-looking number can make a big difference in trust and conversions.

Here’s why a virtual landline helps:

1. Local Credibility

A local phone number makes your business appear established within the community. Customers are more likely to call a local number than a mobile, especially for trades, services, or professional consultations.

2. Privacy and Professionalism

Using a virtual number protects your personal mobile while still allowing calls to forward directly to you or your team. This separation keeps business communication organised and professional.

3. Call Tracking and Analytics

Most virtual landline providers include call logs, analytics, and tracking features. These tools help you measure call volume and identify where enquiries are coming from useful for evaluating the effectiveness of your Google Business listing and local marketing campaigns.

4. Flexible Call Management

You can reroute calls to different team members, voicemail, or business hours depending on your schedule. If you operate across multiple areas, you can have separate numbers for each region while managing everything from one dashboard.

5. Consistency Across Directories

A consistent phone number across Google, social media, and local directories strengthens your NAP (Name, Address, Phone) consistency an important local SEO factor. Changing mobile numbers or using multiple lines can confuse Google and harm your ranking.

How to Set Up a Virtual Landline for Your Google Business Profile

Setting up a virtual landline is straightforward and usually takes less than an hour.

Step 1: Choose a Virtual Landline Provider

Start by choosing a reliable virtual phone service. UK-based options include:

• bOnline

• CircleLoop

• TTNC (The Telephone Number Company)

• Number People

• Aircall

Compare pricing, area code availability, and included features such as voicemail-to-email, call recording, and analytics.

Step 2: Select Your Number

Most providers let you choose between:

• Local numbers: Use an area code that matches your service area (ideal for local SEO).

• National numbers: 03 or 08 numbers that give a larger UK-wide presence.

• Freephone numbers: 0800 numbers that remove call charges for customers but cost you more to maintain.

For local businesses, a geographic number is best because it boosts trust and search relevance.

Step 3: Configure Call Routing

Decide where you want calls to go. You can forward calls to your mobile, office line, or even multiple numbers simultaneously. Some systems allow time-based routing so calls go to your office during the day and voicemail after hours.

Step 4: Record a Professional Greeting

Set up a short voicemail or welcome message, such as “Thank you for calling Lillian Purge, how can we help you today?” A polished greeting immediately makes your business sound more established.

Step 5: Test the Number

Once your virtual landline is live, make a few test calls to ensure it connects properly, forwards correctly, and records voicemail messages. Test both from local and mobile devices.

Step 6: Update Your Google Business Profile

Now update your Google Business Profile with your new number:

1. Go to business.google.com and sign in.

2. Select your business listing.

3. Click Edit Profile > Contact > Phone number.

4. Enter your virtual landline and save changes.

Make sure the number matches what you use on your website and other listings to maintain local SEO consistency.

Step 7: Monitor and Optimise

Once live, use your provider’s dashboard to track missed calls, response times, and call duration. If certain times or campaigns generate more leads, adjust your availability or routing accordingly.

SEO Benefits of Using a Virtual Landline

Beyond professionalism, a virtual landline directly supports your local SEO efforts:

• Improves NAP consistency: Using the same number across all online listings helps Google verify your business information.

• Boosts location relevance: Local numbers strengthen geographic signals in Google’s algorithm.

• Increases engagement rates: Local users are more likely to call when they recognise their area code.

• Enables performance tracking: You can measure call-based conversions to assess your GBP effectiveness.

These advantages make virtual landlines a practical investment for any business focused on local visibility.

Common Mistakes to Avoid

• Using mobile numbers across platforms: It looks unprofessional and can reduce customer trust.

• Changing numbers frequently: Consistency is key for SEO and recognition.

• Not testing routing before publishing: Missed calls mean missed opportunities.

• Ignoring analytics: Monitoring call data helps you understand how your Google listing performs.

Example: How It Works for Local Businesses

A Bedford-based electrician might choose a 01234 number even if working remotely. When a customer searches “electrician in Bedford,” Google sees the 01234 number and associates the business with that location. Calls go directly to the electrician’s mobile via call forwarding, while customers believe they’re ringing a local company.

The result is a professional presence, better visibility, and more calls without any technical complexity.

Conclusion

Setting up a virtual landline is a simple but powerful step for improving your Google Business Profile and local SEO performance. It enhances trust, ensures consistency, and gives you the flexibility to manage calls professionally wherever you are.

For small businesses that want to appear local, accessible, and credible, a virtual landline is one of the most effective tools available. It helps you look established, build confidence with customers, and capture more leads directly from Google Search and Maps.