Before they shortlist you, they Google you. Procurement directors regularly check your Google Business Profile (GBP) to verify you're legitimate, local, and credible. If your profile is incomplete or non-existent, you're losing tender opportunities to competitors who've spent 15 minutes setting theirs up properly. Here's how to fix it.
Why Google Business Profile Matters for Construction Tenders
Your Google Business Profile is the first thing that appears when someone searches "[your company name]" or "[construction service] near [location]." For procurement directors vetting tender respondents, it's the quickest credibility check:
- Are you actually based where you claim? (Your GBP location confirms it)
- Do you have recent project photos? (Visual proof of capability)
- What do clients say about working with you? (Google reviews = social proof)
- Are you still trading? (Recent posts/photos indicate an active business)
If your profile is unclaimed, incomplete, or hasn't been updated since 2019, you're signalling: "We don't take our online presence seriously." That's not the message you want when competing for ÂŁ2m+ contracts.
The 15-Minute GBP Setup Checklist
If you haven't claimed your profile or it's been neglected, follow this sequence. It takes 15 minutes and immediately improves how you appear in search results.
Step 1: Claim or Verify Your Profile (2 minutes)
- Google your company name + your town/city
- If a business listing appears on the right side, click "Own this business?"
- Follow Google's verification process (usually by postcard with a code, or instant verification if you have Google Workspace)
If no profile exists, create one at google.com/business. You'll need your registered business address, phone number, and business category.
Step 2: Choose the Right Categories (2 minutes)
Your primary category determines when you appear in search results. Choose the most specific option:
- Good: "General Contractor"
- Better: "Commercial Building Contractor" or "Residential Construction Company"
- Best: Add secondary categories like "Groundwork Contractor," "Steel Fabricator," "Civil Engineering Company"
You can add up to 10 categories. Include all services you want to be found for—these affect your visibility in "construction services near me" searches.
Step 3: Complete Your Business Description (3 minutes)
Your description appears in search results and needs to immediately convey:
- What you build (sectors/specialisms)
- Where you operate (regions/cities)
- What sets you apart (Design & Build, NEC expertise, specific sectors)
"South London groundworks and civil engineering contractor specialising in commercial and residential projects ÂŁ500k-ÂŁ5m. Design & Build capability, NEC3/4 experience, certified for public sector frameworks. Operating across London, Kent, Surrey, and Sussex since 2012."
Front-load keywords (groundworks, civil engineering, Design & Build) and include your service area. This description gets indexed by Google and affects your ranking.
Step 4: Add 10-15 Project Photos (5 minutes)
Photos are the most viewed element of your GBP. Procurement directors scan them to gauge the quality and scale of your work.
Upload these types:
- Completed projects: Exterior shots showing finished buildings/structures
- Work in progress: Groundworks, steelwork, formwork—shows capability
- Team photos: Site managers, engineers in hi-vis on site (builds trust)
- Equipment: Plant, machinery, specialist equipment (demonstrates resources)
Avoid: Stock photos, photos with competitor logos visible, blurry phone shots. Use landscape orientation (not portrait) for better display.
Step 5: Set Your Attributes and Service Area (3 minutes)
Under "More Info," specify:
- Service area: Add the towns/cities you cover (this affects local search ranking)
- Business attributes: "Identifies as veteran-owned," "Small business," etc. (if applicable)
- Opening hours: If you have an office/yard, set hours. If you're site-based, mark as "No physical storefront"
Most construction firms should select "I provide services to customers at their location" and hide the office address (unless you have a customer-facing office). Then add your service radius or specific areas.
How to Optimise Your Profile (Ongoing, 5 minutes/month)
A claimed profile is good. An optimised profile wins work. Here's what separates the firms that get shortlisted from those that get scrolled past. These tactics also complement your broader construction SEO strategy.
1. Post Updates Every 2-4 Weeks
Google Posts appear in your profile and search results. Use them to show you're active and winning work:
- Project wins: "Just awarded a £3.2m school extension in Croydon—work starts March 2026"
- Project completions: "Completed this 24-unit residential scheme in Lewisham 2 weeks ahead of programme" (with photo)
- Certifications/accreditations: "Renewed our Constructionline Gold status for 2026"
- Team news: "Welcome to our new contracts manager, Sarah, who joins us from McLaren Construction"
Posts stay visible for 7 days, then get archived. The act of posting regularly signals to Google (and procurement directors) that you're an active, thriving business.
2. Get 10+ Google Reviews (And Respond to All of Them)
Reviews are social proof. Procurement directors look for:
- Recent reviews (within the past 6 months = you're currently active)
- Responses from the business owner (shows you care about client feedback)
- Specific project details in reviews (generic "great service!" reviews look fake)
How to Request Reviews:
After project completion, email clients:
"Thanks for working with us on the [Project Name]. If you were happy with how we delivered the project, would you mind leaving a quick Google review? It helps us when we're bidding for new work.
Here's the direct link: [your Google review link]
Even one sentence about the project would be brilliant."
Don't ask for 5-star reviews (Google can penalize you). Just ask for honest feedback—clients understand this helps small businesses.
3. Respond to Every Review (Even Negative Ones)
Procurement directors read your responses as much as the reviews themselves. They're looking for how you handle feedback.
For positive reviews:
"Thanks John—it was great working with you on the warehouse project. We're pleased it came in on time despite the weather delays. Looking forward to working together again."
For critical reviews:
"Thanks for the feedback. We had some communication issues on this project which we've since addressed with our site team. I'd be happy to discuss this further if you'd like to get in touch directly."
Never get defensive. Acknowledge, show you've learned, and offer to resolve offline. That's what procurement teams want to see—contractors who handle issues professionally.
4. Add a Q&A Section
Under your profile, there's a "Questions & Answers" section. You can add your own questions and answers to address common procurement concerns:
- Q: What types of projects do you typically work on?
A: We specialise in commercial and residential projects ÂŁ500k-ÂŁ5m across London and the South East, including groundworks, civil engineering, and Design & Build packages. - Q: Are you on any public sector frameworks?
A: Yes—we're approved on Constructionline, Acclaim, and Crown Commercial Service frameworks. - Q: What's your typical project delivery time?
A: Most of our projects run 6-18 months depending on scope. We have a track record of early or on-time completion across 80% of our projects.
This preempts questions procurement directors might have and positions you as transparent and easy to work with.
How Procurement Teams Use Google Business Profiles
Understanding what they're looking for helps you optimise correctly. Here's how procurement directors actually use your GBP when vetting tender submissions:
Scenario 1: Verifying You're Legitimate
They receive your tender and Google your company name to check:
- Does your business exist at the address you listed?
- Are you a real construction firm or a broker?
- Do you have photos of actual projects?
Red flag: No GBP, or an unclaimed profile with no photos/reviews. This suggests you're either new, inactive, or not serious about marketing.
Scenario 2: Comparing You to Competitors
They search "groundworks contractor Croydon" or similar to see who else operates in the area. If your competitors have optimised GBPs with recent reviews and project photos, and you don't, you're immediately at a disadvantage.
Scenario 3: Checking Your Specialisms
They look at your photos and description to verify you handle the type of work they're tendering. If you claim civil engineering experience but all your photos show house extensions, there's a credibility gap.
Solution: Make sure your GBP photos align with the sectors and project types you tender for. If you do commercial work, show commercial projects—not domestic loft conversions.
What Your Competitors Are Doing Wrong
Good news: Most construction firms have terrible Google Business Profiles. That means optimising yours gives you an immediate edge.
Common mistakes:
- Unclaimed profile: Business exists on Google Maps but nobody's claimed it, so it's incomplete and unmanaged
- No photos: Profile exists but has zero images (Google sometimes auto-generates these from user uploads, which you can't control)
- Outdated info: Old phone number, wrong address, closed business listed as open
- Zero reviews: No social proof = procurement directors assume you don't have happy clients
- Generic description: "We are a leading construction company with 20 years of experience"—doesn't say what you actually build
If you follow the 15-minute setup above, you're already ahead of 60% of your local competitors.
The ROI of Getting This Right
Here's what happens when procurement directors Google your company and find a well-maintained GBP:
- Instant credibility: Recent reviews + project photos = "These guys are legitimate and busy"
- Local authority: Appearing in "construction contractors near [location]" searches positions you as a local specialist
- Reduced due diligence: They don't need to spend 20 minutes researching you—your GBP answers their questions
- Verification tool: Procurement directors often reference your recent project photos during tender interviews to verify your current capability
An optimised Google Business Profile turns passive searches into active opportunities. When procurement teams are vetting contractors, yours will look established, credible, and professional—exactly what they're looking for when awarding £2m+ contracts.
Key Takeaways
- Claim your profile in the next 15 minutes — If it's unclaimed, you're invisible to procurement directors Googling your company
- Add 10-15 project photos — Visual proof of capability is what procurement teams scan first
- Complete your business description — Front-load keywords and specify your service area/sectors
- Post updates every 2-4 weeks — Recent activity signals you're a thriving business, not dormant
- Get 10+ Google reviews — Social proof from clients reduces procurement due diligence
- Respond to every review professionally — Your responses show how you handle feedback and issues
- Add Q&A to preempt common questions — Saves procurement directors from emailing you for basic info
Next Steps
Set a 15-minute timer and complete the setup checklist today. Then add a recurring monthly task: "Update GBP with new project photo and post."
That's it. You don't need to become an SEO expert or hire an agency—just maintain an accurate, photo-rich profile that shows you're an active, credible construction business. When procurement directors Google you (and they will), you'll look like the established, professional contractor you are.
The firms winning local tenders aren't always the biggest—they're the ones that make it easy for procurement teams to verify their credibility. Your Google Business Profile is the foundation, but combining it with strategic construction SEO and LinkedIn authority building creates a complete digital presence that drives qualified tender opportunities consistently.