Word of mouth built your reputation. But when someone gets your name from a neighbor, the first thing they do is look you up. And when they don't have a name, they search "electrician near me."
Two things decide what they find: your Google Business Profile and your website. Neither has to be fancy. Both have to be right.
Key takeaways
- A Google Business Profile is free and is often the first thing local customers see.
- If you work at customers' locations and don't have a storefront, set up as a service-area business and hide your home address.
- Use your real business name. Stuffing keywords into the name breaks Google's guidelines.
- A simple five-page website beats a fancy one that's slow, confusing, or never updated.
- Ask every customer for a review, and reply to every review.
Part 1: Google Business Profile
What it is
Your Google Business Profile is the listing that shows up in Google Search and Google Maps with your name, phone, hours, reviews, photos, and service area. It's free.
Set it up as a service-area business
Most tradespeople work at the customer's location and don't have a shop customers walk into. Google calls this a service-area business.
Google's guidance is that you should only hide your address if you're a service-area business, and that if you don't serve customers at your address, you should hide it. You'll still give Google a real address for verification, but customers see your service area instead of your home.
To hide it, edit your profile's location and turn off "Show business address to customers." Then list the cities or areas you actually serve.
Get verified
Google needs to confirm you're real before your profile goes fully live. Verification methods vary. Video verification is common. Have your truck signage, tools, business documents, and job-site proof ready to show.
Fill out every section
- Business name: your real-world business name. Don't add "Best Denver Plumber" to it. Google's guidelines prohibit keyword stuffing, and it can get your profile suspended.
- Primary category: the most specific one that fits (for example "Electrician" rather than "Contractor").
- Secondary categories: only ones you actually do.
- Services: list each service with a short description.
- Hours: real hours, including whether you take emergency calls.
- Phone and website: your business line and your website.
- Description: plain language about what you do, where, and for whom.
- Photos: real photos of your work, your truck, and your team. Before-and-after shots work well. Skip stock photos.
Reviews: the engine
Reviews help customers trust you. They can also help your profile show up in local search.
- Ask every customer, not just the happy ones. Google prohibits selectively soliciting positive reviews.
- Make it easy. Send your review link by text right after the job. Most field service software can automate this. See AI tools for trade businesses.
- Don't pay or offer discounts for reviews. Google bans incentivized reviews, and the FTC's rule on consumer reviews bans fake reviews and paying for positive ones.
- Reply to every review. Thank the good ones. Respond calmly and professionally to the bad ones. Future customers read your replies.
Keep it active
Add new photos after jobs. Post seasonal updates. Update hours for holidays. An active profile looks like an active business.
Part 2: A simple website that books jobs
Your Google profile gets attention. Your website closes the deal. It answers the questions a customer has before they pick up the phone.
The five pages you need
- Home. What you do, where you do it, and a big button to call or book. Visitors should get it in five seconds.
- Services. One section (or page) per main service, in plain language.
- About. Who you are, your experience, and why you do this work. Real photo of you.
- Service area. The cities and neighborhoods you serve.
- Contact. Phone or text, email, a short form, and a booking link if you use one.
What makes a trade website work
- Mobile first. Most local customers will see it on a phone. Test it on yours.
- Fast. Compress photos. Skip heavy animations.
- One clear call to action on every page: call, text, or book.
- Proof: licensing and insurance information where it applies, real job photos, and reviews.
- Consistent info: your name, phone, and service area should match your Google profile exactly.
- Your own domain and email. "you@yourbusiness.com" looks more professional than a free email account.
- Basic local business markup. Structured data helps search engines understand your business name, services, and area. A good web builder or developer can add it.
What you don't need
- Twenty pages of filler
- A blog you'll never update (start one only if you'll keep it going)
- Expensive custom design before you have steady work
Bonus: keep your info consistent everywhere
Your business name, phone, and website should match across your Google profile, website, Facebook, Nextdoor, Yelp, Angi, supplier directories, and truck wrap. Inconsistent info confuses customers and search engines.
A one-week setup plan
- Day 1: Claim or create your Google Business Profile. Start verification.
- Day 2: Pick your domain and set up business email.
- Day 3: Take 20 good photos of your work, truck, and yourself.
- Day 4: Write your services list and short descriptions.
- Day 5: Build your five-page site (or hire it out).
- Day 6: Finish your Google profile and link it to your website.
- Day 7: Text your last ten customers and ask for a review.
FAQ
Can I list my home address on Google?
You can give it to Google for verification, but if customers don't come to you, Google's guidance is to hide it and show a service area instead.
Do I need a website if I have a Google profile?
A profile alone can get calls. A website builds trust, answers questions, and gives you a place you control that doesn't depend on any one platform.
How do I get more reviews?
Ask every customer, right after the job, with a direct link. Make it a habit, not a campaign.
What should a trade website cost?
It ranges widely, from do-it-yourself builders to full custom work. Pay for what gets you a fast, clear, mobile-friendly site you can keep updated.
Let us build your digital foundation
Evan builds websites, sets up Google Business Profiles, and handles social and automated content for trade businesses so you can stay on the tools. See our Digital Services or book a free 30-minute call.
This article is for educational purposes only and isn't legal, tax, financial, or insurance advice. Your situation is your own. Talk to a licensed professional before making decisions.
Talk it through with Evan
Book a free 30-minute call. No pitch, no pressure. Or see how we help with Digital Services.
Evan Lightner is the founder of Fresh Start Consulting. He started as a 12-volt and telematics technician and built his first company from the ground up. More about Evan.