If you only do one thing to market your trade business online, make it this: set up and fully optimize your Google Business Profile (GBP). It’s free, it drives real local calls, and most of your competitors are doing it wrong.

Here’s how to do it right.

Step 1: Claim Your Profile

Go to business.google.com and search for your business name. If it’s already listed (Google auto-generates profiles), claim it. If not, create a new one. You’ll need to verify via postcard, phone, or video.

Step 2: Fill Out Every Single Field

Most contractors fill out 60% of their profile and call it done. Don’t. Complete everything:

• Business name — exactly as it appears on your signage and invoices
• Category — be specific. “Plumber” is better than “Home Services”
• Service area — list every city and zip code you serve
• Hours — keep these accurate. Wrong hours lose you calls.
• Phone number — use a number you actually answer
• Website — even a basic one is better than none
• Services — list every service you offer with descriptions
• Description — 750 characters, include your main services and cities naturally

Step 3: Add Photos (This Is Big)

Businesses with photos get 42% more requests for directions and 35% more website clicks. Add:

• Logo and cover photo
• Before & after shots of jobs
• Your truck/van with your branding
• Your team on the job
• Any certifications or awards

Aim for at least 20 photos to start, and add new ones every month.

Step 4: Get Reviews Systematically

Reviews are the engine that drives GBP rankings. The more you have (and the more recent), the higher you show up.

The easiest system: after every completed job, send a text: “Hi [Name], thanks for having us out today! If you’re happy with the work, a quick Google review would mean the world to us: [your review link]”. That’s it. You’ll be surprised how many people will do it.

Step 5: Post Updates Weekly

Google lets you post updates, offers, and photos directly to your GBP — just like a social media post. Most contractors never use this. Posting weekly tells Google your profile is active and can improve your ranking.

Done right, a fully optimized GBP can be your #1 source of inbound leads — at zero ad spend. If you want help setting it up or optimizing an existing profile, we do this as part of every plan — see our pricing here.

Michael McVeigh

Founder, Blue Collar Bump

Built by someone who’s worked alongside operators, scaled teams, and driven real revenue in the field. Blue Collar Bump exists because trade businesses need marketing that understands how jobs actually get won. Every strategy is built for contractors who are too busy working to chase leads.