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First, what it actually is
Your Google Business Profile is the box that appears on the right of the screen (or top of the map) when someone searches your business name — or searches "van hire near me" and you show up. Name, phone number, opening hours, photos, reviews, directions. It's free, it's owned by you once you claim it, and for a local hire business it's often the very first thing a potential customer sees — usually before they ever reach your website.
Most independents claimed theirs years ago, filled in half of it, and never touched it again. That's the opportunity. The operator three miles away with the tidy, active profile is quietly taking the enquiries that should have been yours.
Why it's worth twenty minutes
The numbers are hard to argue with:
- A complete profile makes people far more likely to trust you — Google's own data puts it at customers being around 2.7× more likely to see you as reputable, and meaningfully more likely to actually visit or get in touch.
- Verified profiles can earn up to four times the website visits of unverified ones, plus more calls and more "get directions" taps (Birdeye, State of Google Business Profile 2026).
- Adding photos drives roughly 42% more direction requests and 35% more website clicks.
- And reviews are the single biggest lever — around 89% of people read them before choosing a local business, and most look hardest at the last three months.
Nearly half of all Google searches have local intent, and the majority of profile interactions happen on a phone — someone standing on a job, needing a van, ready to call. This is where they decide whether that's you.
Step 1 — Claim it (or create it)
Search your business name on Google, or open the Google Maps app. If a listing already exists — Google often builds a basic one from public data — you'll see "Claim this business" or "Own this business?". Click it.
If nothing comes up, go to business.google.com and choose "Add your business to Google."
One thing that matters more than it sounds: sign in with a Google account you'll keep forever — ideally a proper business account, not a personal one tied to a member of staff who might leave. Losing access to your own listing later is a genuine headache. Make yourself the primary owner.
Step 2 — Get verified (this is mostly video now)
Verification is Google proving you really are this business. In 2026, for most new or newly claimed listings, that means video verification — and Google chooses the method for you; you can't pick a different one.
You record a short video (under three minutes is plenty) on your phone, in one take, showing:
- Your signage — the business name on the building, gate, or unit
- The premises — your yard, office, the entrance, a wander through
- Proof you run it — unlocking the door, your admin area, the desk
- Your fleet — branded vans or vehicles are strong proof; show decals and a plate
A few things that get videos rejected: an empty room, no visible signage, filming faces or paperwork with personal details, or an address that doesn't match. Show a real, working hire operation and you'll pass. It's usually reviewed within a few days.
Don't change your name, address or category while you're waiting — it can reset the whole thing.
Step 3 — Fill in every single field
This is where most profiles fall down, and it's the easiest win.
- Name, address, phone, website — exactly as they appear everywhere else (your site, your invoices, your signage). Consistency matters to Google. Don't stuff keywords into the name — just your real business name.
- Category — pick the most specific primary category that fits (for example "Van rental agency," "Truck rental agency," "Car rental agency," or "Trailer rental service"), then add secondary categories for the other things you do. The primary category does a lot of the heavy lifting for what you rank for.
- Service area — if you deliver vehicles or cover a region, set it. If customers come to your yard, use the address.
- Hours — including holiday hours. A wrong opening time is a missed call.
- Description — a few plain sentences on what you hire, who to, and your area. Write it for a customer, not for Google.
- Services and attributes — list your vehicle types and anything that helps (e.g. flexible terms, business accounts welcome).
Step 4 — Add proper photos
The "average" verified profile has barely one photo. Yours should have plenty, because they move the needle: real shots of the fleet, the yard, the signage, a clean van interior, a Luton with the tail-lift down. Not stock images — yours. Operators with rich, real photo sets get noticeably more clicks and direction requests, and refreshing them every few months keeps the profile looking live. Twenty minutes with your phone around the yard covers it.
Step 5 — Reviews (the part that actually wins it)
If you only do one thing after the basics, do this. Reviews are the strongest signal both to Google and to the customer deciding between you and the next operator.
- Ask, every time. The hire goes well, the van comes back clean — that's the moment. A quick text or email with the review link does it. Most happy customers will, if you ask; almost none will unprompted.
- Recency beats volume. A steady trickle of recent reviews beats a pile of old ones. Most customers look at the last three months.
- Reply to every one — good and bad. A short, human reply to a positive review, and a calm, solution-focused reply to a negative one, both build trust. Profiles where the owner replies to reviews see higher customer action rates.
This is also the part that quietly dies the moment you get busy — which is the whole problem with doing it by hand.
Step 6 — Keep it alive with Posts
Google Posts appear right on your profile — short updates with a photo. "Vans available this week," a vehicle type you've just added, a seasonal offer. Posting roughly weekly signals to Google you're an active, open business, and gives a browsing customer a reason to pick you. It needn't be polished. It needs to be regular.
Step 7 — Check what's actually working
Once you're verified, your profile has a Performance view (in Search or the Maps app). It shows you calls, website clicks, direction requests, and — usefully — the search terms people used to find you. Glance at it monthly. If "van hire [your town]" is sending you calls, lean into it in your description and posts.
One thing you can stop worrying about
Google has retired the old manual Q&A section. There's now an AI feature ("Ask Maps") that answers customer questions automatically, pulling from your profile, your website and your reviews. So you don't need to sit and pre-write Q&As any more — but it's another reason your profile info and reviews need to be accurate, because the AI is answering from them.
Common questions
How do I get my van hire business to show up on Google Maps?
Claim and verify your profile, choose the right primary category, complete every field, add real photos, and build recent reviews. Verification is the gate — an unverified profile barely shows at all.
How many reviews do I need?
There's no magic number — recency and a steady flow matter more than a big total. A profile gaining a few genuine reviews every month, all replied to, outperforms one with fifty reviews from three years ago.
Should I reply to reviews?
Yes — every one. It's a trust signal to customers and a ranking signal to Google, and it's your chance to put things right publicly when a review is unfair.
What category should a vehicle hire business use?
The most specific one that matches your main service (van, truck, car, trailer rental), as your primary — then add secondaries for everything else you hire. Don't try to cover everything in the primary.
Does posting on my profile really help?
It helps you look active and gives customers a current reason to choose you. Consistency matters more than polish — a simple weekly "vans available" post is enough.