Google My Business Hacks for Leicester-Based Tradesmen

In today’s digital-first world, Google My Business (GMB) is no longer optional for local tradesmen and service professionals in Leicester—it’s essential. Whether you’re a plumber in Belgrave, an electrician in Oadby, or a builder in Braunstone, Google My Business can massively boost your visibility, attract more local customers, and help you outshine competitors. Yet, many tradespeople either set up their profile once and forget about it, or miss critical features that drive leads and trust.

This guide provides actionable Google My Business hacks specifically for Leicester-based tradesmen. These strategies are designed to maximise your profile’s effectiveness, climb local search rankings, and convert online searches into genuine phone calls and bookings.

Understanding the Power of Google My Business

When people need a tradesperson in Leicester, they often turn to Google and type queries like “emergency plumber near me” or “Leicester electrician.” Local search results—often referred to as the “Google Map Pack” or “3-pack”—feature a shortlist of businesses, complete with phone numbers, reviews, photos, and directions.

Appearing in this top section can be the difference between a full diary and a quiet week. Using GMB effectively helps feed Google’s algorithm the right signals to boost your business above competitors. The following hacks will give you a real competitive edge.

1. Optimise Every Section of Your GMB Profile

Many tradesmen fill out only the basics when setting up their listing. But Google rewards comprehensive and up-to-date profiles. Here’s what to pay close attention to:

• Business Name: Use your true trading name—avoid keyword stuffing (e.g., “Plumber Leicester Ltd” instead of “Joe Bloggs Plumbing Leicester Gas Heating”). Google can suspend listings that appear manipulative.
• Categories: Select your primary category wisely (e.g., “Plumber,” “Electrician”). Add secondary categories if relevant—these help you show for a broader array of searches.
• Location & Service Area: Accurately pin your address. If you serve multiple nearby towns or Leicester suburbs, define your Service Area (Leicester, Loughborough, Wigston, etc.).
• Contact Details: Ensure your phone number and website are correct. Google cross-references this data with your site and other directories—any mismatch can hurt rankings.
• Description: Write a clear, keyword-rich summary about your services, specialisms, years in business, and what makes you stand out locally.

2. Make the Most of Photos and Videos

Images and video content can dramatically improve engagement. Profiles with high-quality images get more clicks, calls, and direction requests.

• Logo and cover image: Ensure your business branding is up to date and visually appealing.
• Showcase your work: Share before-and-after jobs, happy customers (with permission), tools of your trade, and images of your team.
• Geotag photos: Adding geodata to your images (using EXIF info) can add an extra local SEO signal, showing Google you’re active in Leicester.
• Add short videos: 30-second clips of ongoing work, site walkthroughs, or customer testimonials can make your profile stand out even more.

3. Collect and Respond to Reviews—Strategically

Online reviews are perhaps the strongest trust factor for local tradesmen. Not only do they influence potential customers, they’re also a major ranking factor for Google Maps and local search.

• Ask after every job: Politely request a review from customers as soon as a job is complete, while the experience is fresh.
• Make it easy: Share your unique GMB review link via text, email, or WhatsApp. Consider a printed slip to leave with customers, featuring a QR code.
• Respond to every review: Thank positive reviewers, address issues thoughtfully. This not only reassures future customers, but also signals professionalism and care.
• Don’t game the system: Avoid fake reviews or reviewing yourself under another name. Google’s algorithms are sophisticated enough to uncover manipulation, which can get your listing suspended.

4. Use the “Posts” Feature to Keep Your Profile Active

Similar to social media, you can publish short Posts on your GMB profile. These can appear in the search results and add fresh content to your listing.

• Promote offers: If you’re running a special (e.g., “10% off boiler servicing in Leicester this month”), let people know.
• Highlight services: Not everyone realises that you install EV chargers or offer emergency callouts—let them know with a brief update.
• Share news: Won an award? Supported a local community project? Show off what you’re up to beyond jobs.
• Consistency matters: Posting weekly keeps your profile active and signals to Google— and potential customers—that your business is thriving.

5. Harness GMB’s “Questions & Answers” to Build Trust

Google allows users to ask questions directly on your GMB profile. Savvy business owners pre-empt this by:

• Sowing your own FAQs: Ask (and answer) the most common questions customers might have, such as “Do you offer 24/7 emergency cover in Leicester?” or “Are you Gas Safe registered?”
• Monitoring for new questions: Turn on notifications and reply quickly. Fast, thoughtful answers build trust and can help win jobs over less responsive competitors.

6. Use the Services & Products Sections

GMB has dedicated sections for Services and Products. Completing these in detail helps Google (and customers) understand exactly what you offer. For tradesmen, use Services for:

• Detailed service listings: Break down your expertise: “Emergency plumbing repairs,” “Fused spur installation,” “Partial & full rewires,” “Kitchen fitting,” etc.
• Include pricing where possible: Even estimated “from” prices give people confidence and filter out time-wasters.

The more details you add, the more keywords your profile can be shown for—which means more leads.

7. Keep Your Info Updated (And Use Holiday Hours)

If you’re away for a week, working weekends only during winter, or changing your opening hours, update your Hours section in GMB. Consistent business hours signal reliability to both Google and clients. Don’t forget:

• Bank holidays: Leicester’s bank holidays or local events (e.g., Diwali, Leicester City matches) might change your schedule—reflect it in your profile.
• Unexpected closures: Unplanned absences? Update your GMB so customers aren’t frustrated by unanswered calls.

8. Track Performance with Insights

Google gives you regular Insights on how customers find and interact with your listing.

• See what’s working: Track calls, direction clicks, and website visits to judge which services or posts drive the most action.
• Adjust strategy: If you notice a spike in search terms like “emergency electrician Leicester,” consider focusing posts and services around that!

9. Avoid Common Pitfalls and Myths

Some tradesmen fall for outdated or misleading advice. Keep your Google My Business efforts effective by sidestepping these traps:

• Don’t use fake addresses: Using a PO Box or someone else’s address can get your listing suspended. Google periodically verifies locations.
• Don’t ignore messages: Customers may contact you through the GMB messaging feature—turn it on, keep notifications active, and respond promptly.
• Don’t “set and forget”: Regularly update, add photos, and monitor reviews/questions.

10. Leverage Local SEO Beyond Your GMB Profile

While GMB is powerful, it works best as part of a wider local SEO strategy. Google looks for consistency across all your online listings:

• Consistent NAP: Ensure your Name, Address, and Phone number match exactly everywhere—your website, directories, billing, etc.
• Get links and citations: Make sure you’re on Yell, Checkatrade, TrustATrader, and Leicester directories. The more mentions (“citations”), the better your GMB will rank.

Final Thoughts

For Leicester-based tradesmen, a high-performing Google My Business profile is a crucial, often overlooked asset. By dedicating a little ongoing attention to your listing—making the most of every feature, building trust with your market, and staying consistently active—you can dramatically increase your leads and bookings, often with minimal extra cost or time investment.

If you need help with your website, app, or digital marketing — get in touch today at info@webmatter.co.uk or call 07546 289 419.