Module 2

Contact Information

Your contact information is how customers reach you. Phone number, website, appointment links, messaging — let's set these up so customers can contact you easily.

Setting Up Your Phone Number

What to do

Add the phone number you want customers to call. This displays prominently on your listing and is clickable on mobile devices.

Step by step

  1. Use a number you actually answer. This seems obvious, but the number you put here should be one that gets answered during business hours. A phone that rings out or goes to a generic voicemail loses you customers.
  2. Local number or mobile — either is fine. Customers don't care whether it's a landline or mobile. Use whatever you're most likely to answer.
  3. Use consistent formatting. Enter the number in standard format. For UK numbers: 01onal 234567 or 07700 900123. Google will format it appropriately for display.
  4. Add your primary number. In business.google.com, find the phone section and enter your main business number.
  5. You can add additional numbers. Some listings allow you to add secondary phone numbers (e.g., a mobile as backup to your landline). Look for "Add phone number" if available.

Examples by industry

Use your mobile if that's what you answer on jobs. A missed call is a missed job. Some plumbers use a dedicated business mobile separate from personal.
Use your main café phone line. Customers might call to ask about opening hours, check if you're busy, or make a reservation.
Use your practice reception number. This should be staffed during opening hours. Consider what happens out-of-hours if you offer emergency services.
Use your office main line. If calls go through a receptionist, that's fine — it's professional for your industry.
What about call tracking numbers?

Call tracking numbers let you track how many calls come from Google versus other sources. They're useful for measuring marketing ROI. However, there's debate about whether they affect rankings. Google's advice: use your primary business number. If you do use call tracking, ensure the tracking provider creates a clean redirect and doesn't cause delays or quality issues. Many businesses use tracking numbers successfully, but if you're not specifically measuring call sources, just use your real number.

Google's official guidelines

Adding Your Website

What to do

Add your website URL so customers can learn more about your business and find additional information.

Step by step

  1. Enter your full website URL. Include the https:// part — for example, https://www.yourbusiness.co.uk. Copy and paste directly from your browser to avoid typos.
  2. Use your main website homepage unless you have a specific reason not to. Some businesses use a dedicated landing page for Google traffic, but your homepage is usually fine.
  3. Make sure the website works. Before adding it, open the URL in your browser and confirm the page loads correctly. Broken links look unprofessional.
  4. No website? That's okay. You can leave this blank. Your Google Business Profile can work without a website. Consider Google's free website builder if you want something basic.

What If You Don't Have a Website?

What to do

You can still have an effective Google Business Profile without a website. Here are your options.

Step by step

  1. Leave it blank. Your listing will work fine without a website. Customers can call you directly or get directions.
  2. Use Google's free website builder. Google offers a very basic one-page website built from your Business Profile information. In your dashboard, look for "Website" in the menu. It's simple but better than nothing.
  3. Consider creating a simple website later. A basic website doesn't cost much and adds credibility. Services like Wix, Squarespace, or even a simple WordPress site can be set up relatively cheaply.
  4. Don't link to your Facebook page instead. While social media is fine, it's not a substitute for a website in the website field. Leave it blank rather than putting a Facebook URL there.

Setting Up Appointment Links

What to do

If customers can book appointments with you online, add your booking link so they can schedule directly from your listing.

Step by step

  1. Find the appointments or booking section. In business.google.com, look for "Bookings", "Appointments", or similar. Not all business categories show this option.
  2. Add your booking URL. If you use an online booking system (like Treatwell, Fresha, Calendly, or your own website booking page), enter the URL where customers can book.
  3. Google may offer integrated booking. For some business types, Google partners with booking providers. You might see options to connect with third-party booking systems directly.
  4. Test the booking link. Click through and make sure it goes to the right place and actually allows bookings.

Examples by industry

Most plumbers don't use appointment booking — customers call for quotes. But if you use a scheduling tool for non-emergency work, add it.
If you take table reservations online (through your website or a service like ResDiary), add the booking link.
Many dental practices use online booking. Add your booking system URL so patients can schedule appointments 24/7.
If you use a tool for scheduling consultations (Calendly, Acuity, etc.), add it. Makes it easy for potential clients to book an initial meeting.

Setting Up Messaging

What to do

Google Business Profile has a messaging feature that lets customers send you messages directly. Decide whether you want to enable it.

Step by step

  1. Find the messaging settings. In business.google.com, look for "Messages" or "Messaging" in the menu.
  2. Decide if you want to enable it. Messages appear in your Business Profile dashboard and can also be forwarded to email or the Google Maps app. If you can respond promptly, it's helpful. If messages will sit unanswered for days, it's better to turn it off.
  3. If you enable messaging, set up notifications. Make sure you're alerted when messages arrive so you can respond quickly.
  4. Set up an automated welcome message. You can create an automatic reply that customers receive immediately, like "Thanks for your message! We'll get back to you within 2 hours during business hours."
  5. Respond promptly if you enable it. Google tracks response times. Slow responses (or no responses) can lead to Google disabling messaging on your listing.

Other Links and Contact Options

What to do

Depending on your business type, you may have additional link options. Here's what might be available.

Step by step

  1. Menu link (restaurants/cafés). If you're a food business, you might see an option to add a menu link. Add the URL to your online menu.
  2. Order links (food businesses). You might be able to add links for online ordering, delivery services, or table reservations separately.
  3. Social profiles. Some listings allow you to add social media links. If this option appears, add your Facebook, Instagram, etc.
  4. Custom links may appear for certain industries. Check your available options — Google adds features regularly and different categories get different options.

Contact information is complete when: