When someone searches “coffee near me” or “roofer Des Moines,” the map results at the top are powered by Google Business Profile (GBP). It's free, and for many local businesses it brings in more calls than the website itself. Here's a practical checklist.
1. Claim and verify your profile
Search for your business on Google Maps. If a profile exists, claim it; if not, create one at google.com/business. Verification methods vary (video, phone, email, or postcard), so follow what Google offers you.
2. Get your name, address and phone exactly right
Use your real business name, with no added keywords (stuffing “Best Plumber Des Moines” into your name can get a profile suspended). Make sure your name, address and phone match your website and other listings character for character.
3. Service-area business? Hide your address
If you travel to customers (plumbers, cleaners, landscapers), you can hide your home address and list the cities you serve instead, such as Des Moines, West Des Moines, Ankeny, Urbandale, Johnston and Waukee.
4. Choose the right categories
Your primary category is one of the strongest signals you control. Pick the most specific one that fits (“Italian restaurant,” not just “restaurant”) and add relevant secondary categories.
5. Fill out everything
- Accurate hours, including holiday hours
- Services or menu, with descriptions
- A business description that explains what you do and who you serve
- Attributes (wheelchair accessible, women-owned, online appointments, etc.)
- A link to your website, ideally to a relevant page
6. Add real photos, regularly
Upload your logo, cover photo, storefront, interior, team and work examples. Real photos beat stock photos every time. Add new ones every month or two.
7. Ask for reviews, and reply to all of them
Make asking for reviews a habit: a short link in your follow-up text or email works well. Reply to every review, positive or negative, politely and specifically. Never buy reviews or offer incentives for them; it violates Google's policies.
8. Post updates
GBP posts let you share offers, events and news. They're quick to create and keep your profile looking active.
9. Connect it to a website that converts
Your profile gets the click; your website closes the deal. Make sure the page you link to loads fast on a phone and makes it obvious how to call, book or get a quote.