When someone searches for a business near them, the first thing they often see isn't a website. It's a box from Google with a name, a map pin, hours, photos, reviews, and a button to call.
That box is your Google Business Profile. It's free. And for a lot of small businesses, it's either unclaimed, half-finished, or hasn't been touched in years.
What a Google Business Profile does
Your profile is the version of your business that shows up in Google Search and Google Maps. A customer can use it to:
- Call you with one tap
- Get directions to your door
- Check whether you're open right now
- See photos of your work, products, or space
- Read reviews from other customers
- Click through to your website
For a local business, that can be the whole decision. Someone sees you, likes what they see, and calls. They may never scroll down to the regular search results.
Step 1: Claim and verify it
Search for your business name on Google. If a profile already exists, look for the option to claim or manage it. If nothing shows up, you can create one at Google's Business Profile site.
Google will ask you to verify that you own the business. The method varies (it may be a phone call, a text, an email, a video, or a postcard), so follow the steps it gives you. Verification is what turns a basic listing into a profile you control.
Step 2: Fill in everything
A half-finished profile looks like a half-open business. Take the time to complete every section that applies:
- Business name: your real name, exactly as it appears on your sign. Don't stuff keywords in. That can get a profile suspended.
- Category: choose the primary category that best describes what you do, then add secondary ones that fit.
- Address or service area: if customers come to you, show your address. If you go to them, set your service area, such as Knoxville, Maryville, and Oak Ridge.
- Hours: regular hours, plus holiday hours when they change.
- Phone and website: use the same phone number that's on your website.
- Description: a plain-language summary of what you do, who you serve, and where.
- Products or services: list them with short descriptions.
Step 3: Add real photos
Photos give people a reason to trust you before they ever meet you. Add your storefront or workspace, your team, your products, and examples of finished work. Use real photos, not stock images, and add new ones as your business changes.
Step 4: Post updates
Google lets you publish short updates right on your profile: new products, seasonal hours, events, or offers. They take a few minutes and show customers you're active.
Sherman's Shih Tzu Puppies, a family breeder in Niota, East Tennessee, uses these updates to announce new puppies, with short posts like "Brindle AKC male." Desanya Studio manages that verified profile alongside the breeder's website. From May through October 2026, the profile recorded 2,186 Google Business Profile interactions (calls, messages, directions and website clicks).
Step 5: Ask for reviews, and answer them
Reviews matter to customers, and the best way to get them is simply to ask. After a good job, send a short message with your Google review link. Make it easy: one link, one sentence.
Then reply to reviews, the good and the not-so-good. A calm, professional reply to a complaint can earn more trust than a page of five-star ratings. Never buy reviews or write your own. It isn't worth the risk to your profile or your reputation.
Step 6: Keep it consistent with your website
Your business name, address, and phone number should match everywhere: your profile, your website, your Facebook page, and any directories. Consistency helps Google feel confident that all of those listings are the same business.
What it costs, and what it saves
The profile itself costs nothing. The real cost is time: setting it up properly and keeping it current. If you'd rather hand that off, Desanya Studio's SEO & Google setup is $550, covering your Business Profile, search listings, and basic on-site SEO. Ongoing SEO & Google managing is $450/mo for updates, visibility checks, and light optimizations.
Whether you do it yourself or get help, don't leave this one blank. It's free, it's often the first thing customers see, and it can work for you around the clock.
Not sure where your profile stands? Book intro and we'll take a look together. Or tap on any page for quick answers.
Desanya Studio helps businesses across East Tennessee get found on Google, from Knoxville to Chattanooga.