Setting Up a Virtual Landline for Your Google Business Profile

At Lillian Purge we provide local SEO services for businesses that want to strengthen their visibility and grow their reach within their area.

When I speak to local business owners about increasing enquiries from Google one simple detail is almost always overlooked. The phone number shown on your Google Business Profile. In my opinion this matters far more than people realise because that number is a trust signal, a professionalism signal and a conversion factor all at the same time.

A very easy way to strengthen that first impression is by using a virtual landline rather than relying on a mobile. This guide explains what a virtual landline is, why landlines consistently perform better for trust and call behaviour and how to set one up step by step.

What Is a Virtual Landline?

A virtual landline is a cloud based business number that looks like a traditional local landline but does not require a physical office or phone line. You choose a local area code such as 01234 or 01908 and incoming calls automatically route to your mobile, desktop app or VoIP handset.

In simple terms:

• customers dial a landline

• you answer on your mobile

• you appear more established

• your personal number stays private

Outbound calls can also show the landline as your caller ID so every interaction looks professional.

Virtual landlines give you the appearance of a stable business while maintaining the flexibility of answering calls wherever you are.

Why You Should Consider a Virtual Landline for Your Google Business Profile

Before explaining the setup process I want to cover the “why” with real facts rather than opinion.

Nearly half of UK consumers trust businesses more when they display a landline

Consumer studies show that almost half of UK adults believe a landline number makes a business appear more credible. Trust levels increase even more among younger adults who feel landlines signal professionalism and stability.

In my experience this trust translates into real enquiries. When customers are comparing two Google listings side by side the one with a landline almost always looks more “official”.

Many people are less likely to call a business that shows only a mobile number

Real world behavioural tests have shown that customers are far more likely to call a landline than a mobile when enquiring about the same service. Even though mobile call charges are usually the same today many people still feel more comfortable tapping a landline on a Google search result. A mobile number sometimes gives the impression of a one person operation or a temporary setup which can put people off making that first call.

In my opinion this is one of the strongest reasons to upgrade from a mobile. If a landline removes even a small hesitation it increases your call through rate and therefore your enquiries.

Professional appearance increases conversions

A landline simply looks more established. When someone needs a solicitor, builder, plumber, accountant, therapist or any service where trust matters a mobile number can feel too informal. A clean local landline looks structured and dependable which increases the likelihood of the customer tapping the call button.

In my opinion you get a credibility boost with almost no effort.

Recommended UK Virtual Landline Providers

These providers are reliable, easy to set up and suitable for small and medium local businesses.

Number People

Simple, affordable and ideal for sole traders and small teams.

CircleLoop

A modern cloud phone system with apps for desktop and mobile.

bOnline

Good for businesses wanting landlines with optional call recording.

Yay.com

Flexible VoIP system with excellent support and clean interfaces.

Vonage

Reliable cloud calling for businesses that need more advanced features.

Any of these will allow you to select a local area code and forward calls directly to your mobile.

How to Set Up a Virtual Landline Step by Step

Below is a simple process you can follow even if you are not technical.

Step 1: Choose your area code

Select the area code that matches the address on your Google Business Profile. Examples include:

• Bedford: 01234

• Milton Keynes: 01908

• London: 0207 or 0208

Matching your landline to your location increases both trust and local SEO consistency.

Step 2: Choose your provider

Compare providers based on:

• monthly cost

• call forwarding options

• ability to display landline on outbound calls

• call recording needs

• voicemail to email features

Most local businesses only need a basic plan with one or two users.

Step 3: Set your call forwarding

Tell your provider where calls should ring. You can route calls to:

• your mobile

• multiple mobiles

• a VoIP handset

• a desktop or phone app

Forwarding to your mobile is usually best for small businesses.

Step 4: Record a professional voicemail greeting

Your voicemail might be the first thing a potential customer hears if you miss the call.

A simple and effective message is:

Hi you have reached [Business Name]. Sorry we missed your call. Please leave your name, number and enquiry and we will get back to you shortly.

This makes you sound far more professional than a default mobile voicemail.

TIP: To sound extra professional, go to Fiverr, there are loads of voice over actors that have done recordings for Spotify, BBC 1Xtra, IITV etc… view their profile, listen to their portfolio to see if it fits your business, hire them and send them your voicemail script. This will cost less than £100 and in some cases closer to £20 for the audio file. An amazing touch for such little investment.

Step 5: Test your virtual landline

Before adding it to Google, test:

• call routing

• voicemail

• outbound caller ID

• audio quality

Once you are confident everything works, move to the next step.

How to Add Your Virtual Landline to Your Google Business Profile

This takes less than two minutes.

Step 1: Log in to your Google Business Profile

Search your business name on Google while logged into your Google account. Your editing panel will appear.

Step 2: Click “Edit Profile”

This opens the business details screen where you can edit:

• business name

• hours

• categories

• website

• phone numbers

Step 3: Update your phone number

Enter your new virtual landline as the primary business number.

If you still want to display your mobile number choose “Add additional phone number” and place your mobile as a secondary contact.

Your landline must remain primary for trust and SEO consistency.

Step 4: Save your changes

Google will process the update and the new number will appear on Maps and Search usually within a few minutes.

Step 5: Test your Google click to call

Search for your business on Google Maps and click the call button. Make sure:

• the number shown is your virtual landline

• the call routes to your mobile

• the caller ID matches your expectations

Your setup is complete once this works correctly.

Why a Virtual Landline Improves Your Google Listing

To summarise the benefits:

• Customers trust landlines more than mobiles

• People are more likely to call a landline when browsing local services

• You appear more established and reliable

• A local number strengthens local SEO signals

• Your Google listing looks cleaner and more professional

• You keep your personal mobile private

• You gain flexibility without sacrificing credibility

In my opinion this is one of the easiest upgrades you can make to your Google presence and it takes less time than posting a single photo.

The Bottom Line for Local Businesses

A virtual landline is a small change with a big impact. It increases professionalism, improves trust, reinforces your local presence and often increases call through rates. Customers feel more comfortable calling a landline because it looks official. Google also treats a geographic number as a stronger local signal.

We have also written detailed articles that explain the role of Google Business Profiles in the local map pack and explore whether Google reviews influence SEO.

You can also visit our dedicated virtual landline hub where we answer every common question and break down the benefits in simple, practical terms.