Let’s not mess about. Yes, your Stoke-based business absolutely needs to be on Google Maps. And no, it won’t magically appear there just because you opened your doors. We still see established businesses in Staffordshire that are completely invisible online, and it’s honestly baffling. They’re basically sending their customers straight to their competitors.
Getting listed is free, it’s essential, and if you do it right, it’s one of the most powerful marketing tools you’ll ever use. But get it wrong, and you’ll either never get verified or you’ll end up buried on page nine of the search results, right below the listing for that shop that closed down in 2012.
Follow this guide to get it done properly the first time.
Step 1: Create (or Claim) Your Google Business Profile
This is where it all starts. Head over to the Google Business Profile website and start typing your business name.
The first classic mistake: If your business pops up, it might already exist. Don’t create a duplicate! Claim the existing one. This happens all the time—maybe a customer added you, or it was created from old directory data.
The second classic mistake: Do not use your personal Gmail address like bu**********@***il.com. Create a professional email address tied to your domain (e.g., bo*@**************co.uk) and use that. Why? Because when your nephew who set it up for you in 2019 moves to Australia, you’ll be locked out forever, and getting back in is a nightmare.
Feeling overwhelmed already? We get it. If you’d rather have an expert handle the entire setup from start to finish, ask us about our Google Business Profile Creation Service. We’ll take care of the whole process for you, ensuring it’s done right from the very first step.
Step 2: Enter Business Details (Correctly, Not Sloppily)
This is where the screw-ups happen. Google is a stickler for details.
Business Name
This is not a place for keywords. Put your real, trading name. “Bob’s Building Services,” not “Bob’s Building Services Stoke Cheap Builder Fast”. That’s called keyword stuffing, and Google will penalise you for it faster than you can say “suspension.”
Address vs. Service Area
This is huge for tradespeople. Do you have a physical premises customers visit (a shop, an office)? Then use the address. If you’re a builder or an electrician who works from home and don’t want customers turning up at your front door, you must hide your address and set a Service Area instead (e.g., ST1-ST9 postcodes). This is a non-negotiable setting for your privacy.
Categories
This isn’t just a label; it’s a key signal to Google. Choose your primary category carefully. Are you a “Builder,” a “Construction Company,” or a “Handyman”? There’s a big difference in the searches you’ll appear for. You can add secondary categories later, but your first choice is the most important.
Phone & Website
Consistency is king. Use the same phone number and website URL everywhere online. If your website is https://stokebuilders.co.uk, don’t put https://www.stokebuilders.co.uk here. This inconsistency confuses Google and hurts your ranking.
Step 3: Verification (The Dreaded Postcard)
This is the part everyone dreads, but you can’t skip it. To prove you’re actually at the address you say you are, Google will mail a postcard with a verification code to your business address.
- How it works: Request the postcard and wait. It usually takes 5-7 business days. Do not change your address after requesting it, or you’ll reset the process.
- Alternatives: Sometimes, other options like verification by phone, email, or video call are available. If they are, take them! They’re much faster.
- What if it never arrives? It happens. Wait the full two weeks, then go back into your profile and look for the “Request another code” option. Sometimes it’s hidden. If it’s truly lost, you might have to contact Google Support—good luck with that.
This is the stage where most people give up. If you’re tired of waiting for a postcard or navigating Google’s support, our GBP service includes managing the entire verification process on your behalf.
Step 4: Optimise Like You Mean It
Once you’re verified, the real work begins. A bare-bones profile is better than nothing, but it won’t help you win.
Photos
Take real ones. Please, no stock images of random bricks from 2009. Customers want to see your work, your team, your shopfront. A mix of interior, exterior, team photos, and photos of your work/product is perfect.
Opening Hours
This is critical. Google cares, and customers definitely check. If you’re closed on Bank Holidays, make sure you mark it. Update them instantly if your hours change seasonally.
Services & Products
Don’t skip this! For trades, list out your specific services (e.g., “Kitchen Fitting,” “Bathroom Renovation,” “PAT Testing”). You can even add a price list. This is pure SEO gold.
The Business Description
This is your 750-character elevator pitch. Use keywords naturally (“web designer Stoke,” “builder Staffordshire”) and clearly state what you do, who you serve, and what makes you different.
Part of our GBP Creation Service includes professionally crafting your business description and advising on the best categories and attributes to make your profile stand out and attract the right customers.
Step 5: Reviews (Your New Best Friend or Worst Nightmare)
A profile with zero reviews looks lonely and untrustworthy. Five good reviews are infinitely better than a perfect five-star rating with zero reviews.
How to Ask for Them
The best way? Ask satisfied customers directly. Send a follow-up email or text after a job is completed and say: “Hi [Customer Name], we hope you’re happy with the work. It would really help our small business if you could leave a quick review on our Google profile. Thanks!” Provide them with the direct link to make it easy.
How to Handle a 1-Star Review
Don’t panic. Never argue. Respond professionally, publicly, and quickly. Acknowledge their experience, apologise if necessary, and take the conversation offline. For example: “Hi [Name], we’re really sorry to hear you feel this way. We pride ourselves on our customer service and would like to resolve this for you. Please email us at [email] so we can discuss it further.” This shows everyone else you care.
Step 6: Keep It Alive
Your profile isn’t a “set it and forget it” thing. It needs food and water.
- Google Posts: Use them! Post about weekly specials, new services, events, or just a simple “We’re open as usual this bank holiday!”. Google loves fresh activity, and it makes your profile look active in the search results.
- Update Details: Changed your phone number? Finally got that new website from us at Staffs Web Design? Update it everywhere immediately. Inconsistent details are a major ranking killer.
Pitfalls to Avoid
- Duplicate Listings: Having two listings for the same business is confusing for customers and Google. If you find one, you’ll need to request to merge or delete the outdated one.
- Suspensions: Google’s algorithms are trigger-happy. A sudden change of address, using a PO Box, or keyword-stuffing your business name can get your profile suspended without warning. It’s a huge hassle to reinstate.
- Inconsistent NAP: We said it before, but it’s worth repeating. Your Name, Address, and Phone number must be identical on your website, Facebook, and every other directory online.
The Local SEO Angle
This isn’t just about being on Google Maps; it’s about ranking on it. A fully optimised, accurate, and active Google Business Profile is the single most important factor for showing up when someone in Newcastle-under-Lyme or Stafford searches for “builder near me” or “web designer Stoke.” It’s the cornerstone of local SEO.
Let’s Get Your Business on the Map
Do this right, and you show up in local searches, build trust, and get more phone calls. Do it wrong, and enjoy page nine where nobody clicks.
We know this process can feel like a maze of postcards and confusing categories. If you’re a busy business owner in Stoke or Staffordshire who’d rather focus on your work than manage your Google profile, we can help.
Our Google Business Profile Creation Service handles the entire setup for you. We’ll take care of the claiming, and optimisation, ensuring your profile is built right from the start to attract more local customers.
Ready to get found? Get in touch today for a friendly, no-obligation chat. Let’s get your business on the map.
