Setting Up a Virtual Landline for Google Business Profile

For small businesses, credibility and accessibility are key factors in attracting and retaining customers. While digital channels such as websites, social media and chatbots are essential, many customers still want the option to pick up the phone and call. The number you display plays a crucial role in shaping perceptions of professionalism and trust. A local or landline number often feels more reliable than a mobile number, especially when displayed on your Google Business Profile.

For businesses that do not want to be tied to a physical office phone, a virtual landline provides the perfect solution. It offers all the benefits of a traditional landline while allowing flexibility, remote access and professional call handling. This article explores how to set up a virtual landline for your Google Business Profile, why it matters and how it can strengthen your local marketing efforts.

What is a Virtual Landline?

A virtual landline is a phone number with a regional code that is not linked to a fixed physical line. Instead, calls are redirected to mobiles, office phones or call-handling services. This gives businesses the appearance of being locally based while offering the flexibility to answer calls from anywhere.

For example, a business in London might use a number beginning with 020, while one in Manchester might use 0161. To the customer, it looks like a standard local number, but in reality, it can be routed to a mobile phone, allowing the business to stay connected without needing traditional infrastructure.

Why a Virtual Landline Matters for Google Business Profiles

Google Business Profiles play a central role in local SEO. When customers search for services near them, your profile often appears in the “map pack” alongside competitors. Having a professional-looking phone number listed here significantly impacts credibility.

A mobile number can sometimes give the impression of a smaller or less established operation. A virtual landline, on the other hand, signals professionalism, reliability and permanence. It reassures customers that you are a legitimate business anchored in their area.

Google also values consistent NAP data—name, address and phone number—across your online presence. Using a virtual landline with a local area code strengthens your profile’s connection to the area and can improve your chances of ranking higher in local searches.

Choosing the Right Virtual Landline Provider

The first step in setting up a virtual landline is choosing a provider. In the UK, there are numerous services that offer virtual numbers with features tailored to small businesses. Key factors to consider include call quality, reliability, forwarding options and pricing.

Some providers also include extras such as voicemail to email, call recording and auto attendants. These features can enhance customer service and ensure no calls are missed. For businesses that receive high call volumes, selecting a provider with strong customer support and scalability is important.

Selecting Your Area Code

When setting up your virtual landline, selecting the correct area code is vital. Ideally, this should reflect the location where you want to attract customers. If your business is physically located in Birmingham, choosing a 0121 number reinforces local presence. Even if you operate remotely, adopting a local area code for your target market helps build trust and relevance.

Some businesses operate in multiple regions and choose to set up several local numbers, routing them all to the same line. This creates the appearance of local presence in multiple locations, which can be especially useful for service-based companies like tradespeople or consultants.

Setting Up Call Forwarding and Routing

Once your virtual landline is active, you need to configure how calls will be handled. Most providers allow calls to be forwarded to mobiles, landlines or even multiple numbers in sequence. This ensures calls are never missed, even if your team works remotely or across different locations.

For example, a call to a London number could first ring the business owner’s mobile, then redirect to an assistant if unanswered. This flexibility ensures professional responsiveness, which customers value highly.

Adding Your Virtual Landline to Google Business Profile

Updating your Google Business Profile with your new number is straightforward. Log in to Google Business Profile Manager, navigate to the “Info” section and edit your phone number. Enter the virtual landline as your primary contact number.

Make sure the same number appears consistently across your website, social media pages and online directories. This consistency helps Google recognise the legitimacy of your business and improves local SEO performance.

Best Practices for Using a Virtual Landline

Simply setting up a virtual landline is not enough. To get the most out of it, businesses should adopt best practices that maximise trust and professionalism. Always answer calls promptly or set up voicemail that reflects your brand, including your business name and a polite message. Customers who hear an informal voicemail or generic mobile greeting may lose confidence.

It is also important to monitor missed calls and return them quickly. Many virtual landline providers offer call notifications by email or app, which ensures you never overlook an opportunity.

If your provider offers call analytics, use them to understand peak calling times and adjust staffing accordingly. This insight can help you improve efficiency and customer satisfaction.

Common Mistakes to Avoid

Some businesses fail to use their virtual landline consistently. If you advertise a mobile number on social media and a landline on your Google profile, customers may become confused. Always use the same number across all platforms.

Another mistake is not updating old listings. If you have directories or local listings with outdated contact details, make sure they are corrected to avoid missed calls and damaged SEO performance.

Some businesses also underestimate the importance of professional voicemail and call handling. Customers form impressions quickly, and an unprofessional response can undo the credibility that the landline number is meant to create.

Case Example from a UK Business

A plumbing company in Manchester switched from advertising a mobile number to a virtual landline with a 0161-area code. They added it to their Google Business Profile and made sure it matched the number on their website and directories. Within months, they noticed an increase in call volume and reported that many customers said they chose the company because the local number made them feel more confident.

By pairing the virtual landline with professional voicemail and quick response times, the business built stronger trust and converted more enquiries into booked jobs.

Future Outlook for Virtual Landlines and Local SEO

As more businesses embrace remote working and flexible operations, virtual landlines will become increasingly popular. Google is placing greater emphasis on trust signals in local SEO, and consistent, professional contact information will remain a key ranking factor.

In the future, we may see even deeper integration between virtual landlines and online business tools, with call tracking linked directly to analytics platforms. This will give businesses more visibility into how phone calls contribute to sales and enquiries.

Conclusion

Setting up a virtual landline for your Google Business Profile is one of the simplest yet most effective ways to boost trust, credibility and visibility. It provides the benefits of a professional local number while offering the flexibility to operate from anywhere. By selecting the right provider, choosing the appropriate area code and maintaining consistency across online platforms, businesses can strengthen their local presence and increase customer confidence. In a competitive market, this small step can make a big difference in how customers perceive and choose your business.