Think about the last time you needed something quickly in Freetown, whether it was a pharmacy open late, a tailor in Wilberforce or a place to eat near Lumley Beach. Chances are you picked up your phone, typed what you needed into Google, and chose one of the three or four businesses that appeared on the map with photos, reviews and a button to get directions.
That small map is where a growing share of buying decisions now begin, and the businesses that appear in it are not always the best ones. They are simply the ones that took the time to set up a free Google Business Profile. This guide walks you through doing exactly that, step by step, with the details that matter in Sierra Leone.
What a Google Business Profile does for your business
A Google Business Profile is the free listing that shows your business on Google Maps and in local search results. When it is set up properly, it works for you around the clock without any advertising budget.
- It puts you on the map when someone nearby searches for what you sell, such as "bakery near me" or "hair salon in Kissy".
- It answers the first questions customers have: where you are, when you are open and how to reach you.
- It gives customers a one-tap way to call you, visit your website or get directions to your door.
- It builds trust through reviews and photos, which many people check before they decide who to buy from.
Unlike an advert, it does not stop working when your budget runs out, which is why we treat it as the foundation of every local SEO and listings project we take on.
Before you start: what to have ready
Gathering these details first will save you a lot of back and forth, and it reduces the chance of your verification being rejected.
- A Google account for the business, ideally linked to a business email rather than the personal Gmail of a staff member who might leave.
- Your exact business name, written the way it appears on your signboard. Do not add extra words like "Best Boutique Freetown" to the name, because that goes against Google's rules.
- A clear location. Many addresses in Sierra Leone are informal, so be ready to place the pin precisely on the map and to describe your location using nearby landmarks.
- The phone number customers should call, written with the country code, for example +232 76 000 000.
- Your opening hours and the main category that best describes what you do.
- Good photos: the outside of your premises with the signboard visible, the inside, your products and your team at work.
Step by step: creating your profile
- Search for your business name on Google Maps. If a listing already exists, perhaps added by a customer, open it and select "Claim this business" or "Own this business?" instead of creating a new one.
- If nothing comes up, go to Google Business Profile and choose "Add your business to Google".
- Enter your business name and choose your primary category. Pick the most specific category that fits, such as "Clothing store" rather than just "Store".
- Add your location. If customers come to you, enter your address and drag the pin to your exact door. If you travel to customers, as a caterer, a mobile hairdresser or a cleaning service would, choose a service area and hide your home address.
- Add your phone number and, if you have one, your website. You can add or change these later.
- Complete the verification step that Google offers you. This is the part most businesses struggle with, so it has its own section below.
Verification: the step that trips most people up
Google decides which verification method to offer you, and you can only use the options that appear on your screen. Depending on your business and location, you may be offered a phone or text code, an email, a postcard or a short video. In Sierra Leone, video verification is very common, so it is worth preparing for it properly.
How to pass video verification
- Record one continuous video on your phone from inside the verification screen. Do not edit or cut it.
- Start outside. Show the street, a nearby landmark and your signboard with the business name clearly visible.
- Walk inside and show where the work happens: your shelves and products, your workshop, your kitchen or your office equipment.
- Show that you are in charge of the business, for example by unlocking the door, opening the till or showing a permit or licence. Keep private details such as bank or ID numbers out of the shot.
- Film in good daylight. A dark video recorded during a power cut is one of the most common reasons we see verification fail.
Google then reviews the video, which usually takes a few business days. If your business has no shopfront because you work from home or travel to customers, show the things that prove the business is real instead, such as branded packaging, your tools, uniforms or a vehicle with your name on it.
Why verification gets rejected
- The name on the profile does not match the signboard.
- The map pin is in the wrong place, or the address cannot be matched to what the video shows.
- There is no visible signage or branding at all.
- The video is too short, too dark or cut together from several clips.
From our work
Checking a client's Google presence is one of the first things we do on every project, from shops and hotels in Freetown to a care provider in the United Kingdom whose Google Business Profile we repaired. The pattern is remarkably consistent: the businesses that win on the map are rarely the biggest. They are the ones with a correct category, an accurate pin, real photos and a steady stream of reviews that they actually reply to.
After you are verified: make the profile work for you
- Complete every field. Add your services or products, your hours, and a description that explains in plain words what you offer and where.
- Add fresh photos regularly. New products, your team, your premises on a busy day. Real photos outperform stock images.
- Ask every happy customer for a review, and make it easy by sending them your review link on WhatsApp right after a sale.
- Reply to every review, including the difficult ones. Our guide to managing negative comments online shows how to do it calmly and professionally.
- Keep your hours accurate, including public holidays, so customers never arrive to a closed door.
- Use exactly the same name, address and phone number everywhere: your Facebook page, your WhatsApp Business profile, directories and your website. Consistency helps Google trust your listing.
Mistakes to avoid
- Creating a second profile because you lost access to the first one. Recover or claim the original instead, because duplicates confuse Google and customers.
- Paying for reviews or writing them yourself. Google can remove them and suspend the profile.
- Setting the profile up on a personal account. Add the business owner as the primary owner and give staff manager access, so you never lose control of it.
Frequently asked questions
Is a Google Business Profile free?
Yes. Creating, verifying and managing a Google Business Profile costs nothing. You only pay if you choose to run Google Ads, which is optional.
Do I need a website to create a profile?
No. You can create a profile with just your name, location, phone number and category. A website does help you appear for more searches and gives customers more confidence, so it is worth adding when you can.
I work from home. Can I still be on Google Maps?
Yes. Choose a service area instead of a public address, and your home address will stay hidden. During verification, show the tools, products and branding that prove your business operates.
How long does it take to appear on Google Maps?
Once your profile is verified it can appear within days. Where you appear in the results depends on how relevant your profile is to the search, how far the customer is from you and how well known your business is, which is why reviews, photos and complete information matter so much.
Want it done for you?
If you would rather spend your time running your business, our team can create, verify and optimise your Google Business Profile for you, and show you how to keep it growing. Get in touch with Regium Touch and tell us a little about your business, or join one of our practical training programmes to learn how to do it yourself.