How to Set Up Your Google Business Profile (Step by Step)
What you'll find in this post: Your Google Business Profile is one of the most powerful free tools available for getting your local business found online. This post walks you through setting it up step by step, in plain language, including the part where Google asks you to verify your address. Written for service area business owners who work from home or travel to their clients. Reading time: approximately 8 minutes.
Quick Reference: The Steps at a Glance
Go to business.google.com and sign in
Enter your business name
Choose your business category
Select No for a physical location
Add your service area
Add your contact information and website
Verify your business (postcard to your home address, not shown publicly, arrives in 5 to 14 days)
Complete your profile: description, hours, photos, services
Ask existing clients for a Google review
If you've been wondering why your business isn't showing up when someone searches for what you do in your area, this might be the missing piece.
Your Google Business Profile is what makes you visible in local search. It's the listing that shows up on Google Maps and in the results when someone types something like "life coach Ottawa" or "doula Gatineau." It tells Google who you are, where you serve, and what you do.
And it's free.
Here’s how to start.
A screen shot from an old workshop I did about Google Business Profiles, including reasons why it’s important - most importantly, being listed is one of the top ways to rank in Google which means you are more likely to be seen.
Step 1: Go to Google Business Profile
Go to business.google.com and click Manage now.
Sign in with your Google account if you aren't already.
Step 2: Enter Your Business Name
Type your business name exactly as you want it to appear on Google.
If your business name doesn't come up in the dropdown, that's fine. Just click the option that says Add your business to Google and keep going.
Step 3: Choose Your Business Category
Google will ask you to choose a category that describes what your business does.
Type in something close to what you offer and see what comes up. You might find something that fits well, like Life Coach, Wellness Program, Doula, Therapist, or whatever matches your work.
Don't overthink this one. You can change it later. Just choose the closest option and move on.
Step 4: Choose "No" for a Physical Location
Google will ask if you want to add a location that customers can visit. (Unless you have one or if you are a photographer with a photo studio for example, or a therapist with an office, famer with a farm)
Select No.
This tells Google that you are a service-area business. Your home address will not be shown publicly anywhere. You are simply letting Google know you exist and where you serve people.
Step 5: Add Your Service Area
This is where you tell Google where you work.
You can add cities, regions, or postal codes. Add the areas where your clients are or where you're willing to travel. If you work with people online anywhere in Canada, you can add broader areas too.
For example: Ottawa, Gatineau, Val-des-Monts, Eastern Ontario.
Add as many as you feel true. You can always adjust this later.
Step 6: Add Your Contact Information
Add your business phone number and your website URL if you have one.
If you don't have a website yet, that's okay. You can leave it blank and come back to add it later.
Step 7: Verify Your Business
Ok. I hear you. This is a lot of steps, but I know you can handle this one!
Google needs to confirm that your business is real. To do that, they'll ask you to verify it.
For most Canadian service-area business owners, Google will ask you to enter your home address for verification. This address is used by Google internally only. It will not appear on your public profile. Your clients will never see it.
Google will then send a postcard to that address with a five-digit verification code.
The postcard usually arrives within five to fourteen days. When it arrives, go back to business.google.com, sign in, find the verification prompt, and enter the code.
That's it. You're verified.
A few reassuring things to know while you wait:
You can still fill in your profile while you're waiting for the postcard. I even host a Google Business workshop many times a year, and we get it done in a day.
If the postcard doesn't arrive after two weeks, you can request a new one.
Some accounts are offered video verification or phone verification instead of a postcard. If Google offers you one of those options and it feels easier, go ahead and use it.
Step 8: Complete Your Profile
While you wait for your verification code, or right after you verify, fill in the rest of your profile. This is where it starts to work for you.
Business description. Write two to three sentences about what you do and who you help. Use plain language. Write it the way you would explain it to someone you just met. Include the area you naturally serve; for example, I work with highly sensitive and neurodivergent business owners in the Ottawa and Gatineau region to help them get clear on their words and SEO so the right clients can find them and book.
Hours. Add your working hours, or the hours you're available to be contacted. If your hours vary, just do your best. You can always update them.
Photos. Add at least one photo. It could be a photo of you, your workspace, your logo, or something that represents your work. Profiles with photos get significantly more engagement than those without. You don't need professional images. Something real and warm is perfect.
Services. Add the services you offer. Keep the descriptions simple and clear. Include words your clients would actually use when searching for what you do.
Website link. If you have a website, make sure it's added here. This is one of the most important connections you can make between your Google profile and your broader online presence.
Step 9: Start Asking for Reviews
Once your profile is verified, start asking for reviews!
Reviews are one of the strongest signals Google uses to decide how prominently to show your business in local search results. Even three or four genuine reviews from real clients can make a meaningful difference.
You can send someone your Google review link directly.
To find it, go to your Google Business Profile,
Click on Read Reviews, and then you’ll see a button “Get More Reviews”.
Click “Get More Reviews” and send it to your happy clients.
If you'd like to do this alongside other local business owners, with guidance as you go, my Get Found Online workshopis a full-day dedicated to exactly this. Small group, forest setting, 40 minutes from Ottawa. We set up and refine your Google Business Profile together, look at your website, and make sure the key pieces of your local search presence are actually working for you.
Frequently Asked Questions
What is a Google Business Profile? A Google Business Profile is a free listing that allows your business to appear in Google Search and Google Maps when people search for services in your area. It shows potential clients your business name, contact information, service area, reviews, photos, and a description of what you offer. For local and service area businesses, it is one of the most effective free visibility tools available.
Do I need to have a website to have a Google Business Profile?
No you don’t. Your Google Business Profile can stand completely on its own. Plenty of small business owners get found and booked through their profile alone, especially for local search.
Without a website, your profile just becomes even more important. It's where people land when they find you on Google. So you want it to be complete and clear.
Do I need a physical address to set up a Google Business Profile? No. If you are a service area business, meaning you travel to clients or work with them online, you can set up a Google Business Profile without displaying a physical address. You will enter your home address for verification purposes only. That address will not be shown publicly on your profile.
Why does Google send a postcard to verify my business? Google sends a postcard with a verification code to confirm that your business is real and located where you say it is. This is a standard part of the process for most Canadian business owners. The postcard usually arrives within five to fourteen days. Once it arrives, you enter the code in your profile and your business is verified.
How long does it take to set up a Google Business Profile? The initial setup takes approximately 20 to 30 minutes. Verification by postcard adds five to fourteen days of waiting time. Completing your full profile, including photos, services, and description, can be done in stages and does not need to happen all at once.
How do Google reviews help my business? Google reviews are one of the strongest local ranking signals. They help Google understand that your business is active, trustworthy, and worth recommending to people in your area. Even a small number of genuine reviews from real clients can significantly improve how prominently your business appears in local search results.
What should I write in my Google Business Profile description? Write two to three clear sentences that describe what you do, who you help, and where you serve. Use plain, honest language. Include your location naturally. Think of it as a brief introduction to someone who has never heard of you. Avoid jargon and focus on what your client actually needs and how you help them get it.
