Google My Business Hacks for Liverpool-Based Tradesmen

Google My Business (GMB), now commonly referred to as Google Business Profile, is an essential online tool for tradesmen operating in Liverpool. Whether you’re a plumber in Bootle, a decorator in Woolton, or an electrician in the city centre, making sure your business stands out in local searches can be the difference between a full diary and a quiet week. However, just claiming your listing isn’t enough. Optimising your Google Business Profile—using some industry-proven hacks—can propel your local visibility and attract new customers faster.

This post offers clear, strategic advice tailored for Liverpool’s tradesmen, from builders and tilers to heating engineers and joiners. If you want to get the most out of your Google presence, avoid common mistakes, and win more business, read on.

Why Google Business Profile Matters for Liverpool Tradesmen

When local homeowners or businesses need urgent help—say, an emergency plumber—Google is often the first place they turn. About 46% of all Google searches have a local intent, meaning people are searching for services or businesses nearby. Google prioritises local listings in its search results, especially through the Maps Pack (the map and three businesses shown on the first page).

Having a well-optimised Google Business Profile helps your business:

• Show up early and prominently for local searches
• Display accurate contact details (vital for fast-moving jobs)
• Increase trustworthiness through reviews and pictures
• Directly compete with larger companies, even on a smaller marketing budget

1. Claim and Optimise Your Business Profile

If you haven’t already, claim your business on Google Business Profile. The process includes verifying your connection to the business via post, phone, or email.

• Use accurate and complete information: Ensure your business name, address, phone number (NAP), and category are up-to-date and match exactly across all your online listings. For tradesmen, choose the specific trade (e.g., “Plumber”, “Electrician”, “Roofer”) as your main category, and add secondary services (e.g., “Drainage service”, “Heating contractor”) as additional ones.
• Add your operating hours: Keep regular and holiday hours current. If you offer emergency services, set this clearly in your profile or mention it in your description.
• Write a localised business description: Summarise your services and unique selling points with Liverpool-specific keywords. For example, “Professional plasterer serving South Liverpool and Wirral, with over 20 years of local experience. Fast, clean, and reliable.”

2. Take Control of Your Service Area

If your business doesn’t serve customers at your physical address, but travels to them (as most tradesmen do), set your service area accurately. Google lets you pinpoint Liverpool neighbourhoods or postcodes you cover.

• Be precise, not broad: Avoid ticking the entire Merseyside area if you only work within the L1 to L25 postcodes. Targeting too broad a radius can dilute your rankings. Stick to your genuine catchment area.
• Mention Liverpool districts: In your business description and services, reference the particular areas you cover (e.g., “Carpentry services in Allerton, Childwall, Mossley Hill”) as this can help you rank for those searches.

3. Add Photos—But Not Just Any Photos

Google data shows that businesses with photos receive 42% more requests for directions and 35% more click-throughs to their websites. But it’s not about uploading a few generic shots.

• Use local landmarks: Include images of your van or team in recognisable Liverpool settings—by the Liver Building, Anfield, or local high streets. This subtly signals to Google and users that you’re active in the area.
• Before-and-after shots: Especially powerful for trades like landscaping, plastering, or kitchen fitting. It demonstrates your quality and builds confidence with potential customers.
• Post regular photo updates: Google rewards active, recently updated profiles. Schedule a reminder to add new images fortnightly—even simple progress snaps.

4. Collect (and Respond to) Reviews Strategically

Positive reviews aren’t just a trust signal—they strongly influence your local rankings. Tradesmen often underestimate their power, especially when competing with big national companies.

• Ask at the right time: The best time is after successfully finishing a job and the customer is happy. Politely request a Google review and provide a direct link (available in your Google Business dashboard).
• Reference Liverpool: Where possible, encourage customers to mention their location (e.g., “Best joiner in Crosby!”). These keywords help Google connect your business to local searches.
• Personal, specific responses: Reply to every review—positive or negative. Thank them by name and refer to the job (“Thanks for trusting us with your bathroom rewire in Aigburth. Glad you’re happy!”). This practice signals you value feedback and engage with your clients.
• Don’t panic about the odd negative review: Address it calmly and professionally. Prospective clients appreciate tradesmen who handle feedback sensibly.

5. Use Google Posts for Seasonal Promotions and Updates

Google allows you to share updates, offers, events, and news directly to your profile—these appear in search and map results. This is underused by many Liverpool tradesmen but can give you an edge.

• Promote time-limited services: For example, “10% off boiler servicing in Garston this winter” or “Emergency roof repairs available during the October storms.”
• Share completed projects: Highlight recent work with photos and a short update (“Just finished a garden patio in West Derby!”). This keeps your profile vibrant and signals regular activity.
• Post COVID-19 or safety procedures: If you follow specific safety protocols, let potential clients know—it reassures them and can set you apart.

6. List All Core Services and Use Keywords Wisely

Under the “Services” tab, create distinct entries for every major offering. Think beyond just “Plumbing”, and include “Emergency leak repairs”, “Bathroom installations”, or “Drain unblocking in Liverpool”.

Some tips for keyword optimisation:

• Include Liverpool and suburb names where appropriate (“Heating engineer in Woolton”, “Plaster repairs in Bootle”).
• Be specific rather than generic: People search for specific trades, e.g., “kitchen fitter Liverpool” rather than “builder Liverpool”.
• Revisit your keywords quarterly: Google Trends can show you shifts in local demand and terminology (for example, “EV charger installation Liverpool”).

7. Leverage the Questions & Answers Section

Google Business Profile lets visitors ask public questions, and you (or your customers) can answer them. Many tradesmen miss this section.

• Seed your own Q&A: Use a secondary Google account to post frequently asked questions (e.g., “What areas of Liverpool do you cover?”, “Do you offer free quotes?”) and answer them clearly. This builds trust and serves as a public FAQ.
• Update with seasonal queries: For example, “Are you available over Christmas?” or “Do you fix burst pipes in freezing weather?”

8. Monitor Your Insights and Adjust

Within Google Business Profile, performance “Insights” reveal how customers find you and what actions they take. Use this information to refine your approach.

• Track spikes in calls or map views: If you see more activity from South Liverpool, focus content and photos there, or consider running a Google Post targeting those areas.
• Notice common search terms: Optimise your services and description to include the phrases people use most—whether that’s “emergency plumber L8” or “24-hour locksmith Liverpool.”

9. Keep Details Consistent Across the Web

Google’s trust in your listing is influenced by how consistent your name, address, and contact details are elsewhere online (like directories or social media). This is called “local citation consistency.”

• Double-check: Ensure platforms like Yell, Checkatrade, Rated People, Facebook, and your own website all show the same details, with no slight differences.
• Match your Business Profile exactly: Even small differences (like “Rd” vs “Road”) can cause confusion for Google.

10. Keep Your Profile Active

An active Google Business Profile signals reliability to both Google and your customers. Inactive or “abandoned” profiles gradually slip down the rankings.

• Add fresh content regularly: New photos, posts, and reviews—even short updates about your project locations or new offers—keep your business visible.
• Update hours and info seasonally: If your services or availability changes (e.g., extended hours ahead of Christmas), reflect this immediately on your profile.

Conclusion: Make GMB Work Hard for Your Liverpool Trades Business

Google Business Profile success is less about technical tricks and more about clarity, regular updates, and honest, local content. Invest a few hours each month to sharpen your profile, showcase your Liverpool projects, and engage with clients—Google will reward you with higher local visibility and, crucially, more enquiries from the customers you want to reach.

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.