How do I choose the right Google Business Profile category?

Pick the category that most accurately describes your primary service. You can add up to 9 additional categories. For example, a plumber should use 'Plumber' as primary, then add 'Emergency Plumber', 'Drainage Service', and 'Bathroom Renovator' as secondary categories.

How many photos should I upload to my Google Business Profile?

Google recommends at least 10 photos, but businesses with 20+ photos get significantly more engagement. Aim for: 1 logo, 1 cover photo, 3-5 exterior/van shots, 10-15 work photos, 2-3 team photos, and 2-3 certificate shots.

How often should I post on my Google Business Profile?

Post at least once per week. Google favours active profiles. Mix offers, completed job photos, tips, and behind-the-scenes content. Posts expire after 7 days, so consistency matters more than perfection.

What's the best way to ask customers for Google reviews?

Ask immediately after job completion when the customer is happiest. Send a follow-up text or email with a direct review link. Include in your request: what you did, how long it took, and a direct link. Response rate doubles when you include a link.

Should I respond to every review?

Yes — especially negative ones. Responding to reviews shows you care and can turn a 1-star review into a positive impression for future customers. Keep responses professional, thank the reviewer, and address any issues raised.

What Q&A should I pre-populate on my profile?

Pre-populate questions about: emergency callout availability, pricing estimates, areas you cover, insurance details, qualifications/certifications, and typical response times. Use your own Google account to ask and your business account to answer.

Interactive Checklist

Google Business Profile
Checklist for UK Trades

A complete, step-by-step checklist to optimise your Google Business Profile and rank higher in local search. Tick items off as you go — your progress saves automatically.

Start the Checklist

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Profile Basics

Photos & Media

Reviews & Reputation

Posts & Content

Q&A & Engagement

Advanced Optimisation

Category Recommendations

Primary

Plumber

Secondary

Emergency Plumber

Drainage Service

Bathroom Renovator

Heating Contractor

Photo Guidelines

Logo

Clear, square logo (720x720px minimum). No text overlays.

Cover Photo

Showcase your best work. 1332x400px minimum. Bright, well-lit.

3-5

Exterior

Your van, branded uniform, tools. Helps customers recognise you.

10-15

Work Photos

Before/during/after shots. Label with short captions.

2-3

Team Photos

Friendly, professional. Builds trust with homeowners.

2-3

Certificates / Insurance

Gas Safe, NICEIC, CHAS. Builds authority.

Review Request Template

Subject

Quick feedback on your recent plumbing job

Body

Hi [Name], thanks for choosing [Business Name] for your plumbing work. If you're happy with the service, a quick Google review would mean the world to us. It helps other homeowners find a reliable plumber. Just click here: [Review Link]

Post Strategy for Trades

1x per weekOffer / Promotion

"10% off boiler servicing this month — book now"

1x per weekCompleted Job Photo

"Before & after kitchen rewire for a happy customer in [Area]"

2x per monthTip / Educational

"3 signs your boiler needs a service before winter"

1x per monthTeam / Behind the Scenes

"Meet Dave — our senior sparky with 15 years experience"

Pre-Populated Q&A for Your Profile

Ask these questions from a personal Google account, then answer them from your business profile. This saves customers time and ranks you for common search queries.