When someone searches for your firm by name, showing up in the results is a win. But what about potential clients who haven’t heard of you yet? How do you connect with people looking for an architecture firm in their city or one that specializes in their type of project?

These non-branded searches—where people search for services rather than specific firms—often outnumber direct searches for your name. If your firm isn’t visible in these results, you’re missing out on potential clients actively looking for an architect.

For architecture firms, ranking in Google search results for these high-intent searches is key to attracting new clients and securing larger projects. Google Business Profile (formerly Google My Business) is one of the simplest and most effective ways to increase your firm’s visibility.

In this article, we’ll walk you through how to set up and optimize your Google Business Profile so your firm stands out, generates more qualified leads, and wins more projects.

Why Google Business Profiles Matter for Architecture Firms

Success in architecture is built on reputation, referrals, and visibility—and they all work together. The more people who discover your firm, the more qualified leads you generate and the more projects you book.

As your portfolio grows, satisfied clients leave reviews and refer you to others, increasing your visibility even further. This cycle continues, strengthening your firm’s reputation and attracting even more high-value projects.

Creating a free business profile on Google is a great way to increase your visibility among potential clients searching for your services in your city.

For the design industry, these searches might include your city and terms such as:

• [residential architect]
• [workplace architect]
• [adaptive reuse architecture firm]

Example: New York City Interior Designer

Let’s say you’re an architect in New York City; terms could include:

• [new york city architect]
• [residential architect nyc]
• [architecture firm brooklyn]

Search Volume Data: Every month, more than 800 searches are made by people looking for an architect across the five boroughs of New York City. That’s almost 10,000 searches each year!

Even if your firm appears in just a fraction of those searches, like [residential architect queens ny], the impact on your business would be substantial.

This same idea applies to other cities, even if the search volume differs.

Ranking for Non-Branded Searches

So, how do you ensure your firm appears in these local non-branded searches?

Generally, you’ll want to run paid search ads, create service pages and blog posts that are search engine optimized (SEO), and set up a Google Business Profile. Combining these strategies is extremely effective, but creating a Google Business Profile is arguably the quickest win.

Why? It only takes minutes, and a significant proportion of local searches result in a Google Business Profile click. A recent study by Backlinko found that 42% of local searches lead to a click on a Google Business Profile or map listing.

In the next section, we’ll walk you through how to set up your Google Business Profile.

Step-by-Step Guide to Setting Up a Google Business Profile for Your Firm

Pre-Setup Checklist

Before you start, here are a couple of things you need to create your Google Business Profile and ensure your listing is accurate:

Google Account

Make sure you have a Google account, ideally a business-specific one.

For an even more professional setup, consider using Google Workspace, where you can use your custom domain name. If your brand is THD Architects, [email protected] looks more professional than [email protected] – but both work!

If you don’t have a Google Account, you can create one at https://accounts.google.com/.

Relevant Business Information

At a minimum, make sure you have your:

• Business name
• Address
• Phone number
• Website URL
• Business category

We’ll discuss each of these later when you set up your profile. Understanding who your ideal customer is is also important, as it will guide the content in your profile to resonate with them.

Step 1: Sign in to Google My Business

Visit https://business.google.com/ and log in with your Google account.

Step 2: Create Your Business Profile

First, check if your business already has a Google Business Profile listing by searching for your business name. If you find an existing profile, claim it. If not, create a new one by entering your business name.

Note: It’s important to keep your business name as your actual business name and avoid keyword stuffing. For example, if your firm’s name is “THD Architects,” don’t make your Google Business Profile name “THD Architects – Architect in Manhattan.” You risk having your profile suspended.

Step 3: Choose Your Business Type

Next, you’ll choose your business type. You can select one or more from:

• Online retail
• Local store
• Service business

Most architecture firms will want to select Local store and Service business. If you don’t have a physical office where clients can meet you, just select Service business.

Step 4: Entering Your Business Category

Next, you’ll want to choose the primary category that best represents your firm. Some common categories for architects and interior designers include:

• Architect
• Architectural designer
• Architecture firm
• Interior designer
• Bathroom remodeler
• Interior architect office

You can add secondary categories later if needed.

Step 4: Enter Your Business Details

When prompted, enter your business address, phone number, and website URL. Your business name, address, and phone number are called your NAP, and they should be consistent across the internet.

Address

Use a postal service website like USPS or Canada Post to confirm your address format.

If you previously selected Service business, you’ll be prompted to enter your service area instead of, or in addition to, your physical address.

Phone Number

Use your local phone number on your Google Business Profile rather than a toll-free number.

Step 5: Verify Your Business

Now, you have to verify that your business exists at your profile’s address and phone number.

Most of the time, verification is done by having Google send you a PIN code via phone call or a postcard mailed to your business address. In rare cases, you may be required to record a video confirming your business is located where you say it is located.

Once you receive the PIN, enter the code in your Google Business Profile to complete the verification process.

Step 6: Optimize Your Profile

Now that your business is verified, it’s time to optimize your Google Business Profile.

A complete Google Business Profile makes your business stand out significantly and increases your chances of appearing in search results. Don’t skip this step now that your profile is verified – this is your opportunity to attract more clients.

You’ll want to start by adding your business hours and photos, writing your business description, listing your services, adding posts, and requesting reviews from past clients.

Business Hours

Business hours are fairly straightforward, but it’s important to set up so your potential clients know when you’re available. You can also edit holiday-specific hours throughout the year.

Photos

Photos are another way to optimize your profile for Google search results.

Regularly upload high-quality images of your past architectural projects, renderings, and your office space. We recommend adding one photo per week to show that your business is active. Think of your Google Business Profile as a mini-website and social profile where clients can see your work and portfolio at a glance.

Business Description

For your business description, share your story with potential clients. Focus on who you are, how long you’ve been in business and the projects you specialize in. Avoid keyword stuffing—keep the description authentic and engaging.

If you’re unsure where to start, list your past 5-10 projects and note down what the project was about. Is there a common theme? Do you take on a lot of full-house gut renovation projects? Do you design and create laneway homes? What about commercial architecture projects? You’ll want to highlight these common themes in your description.

Your description is not just to highlight your past projects. You can also speak to your ideal customer profile. Are these residential clients, investors, or restauranteurs? This is your opportunity to break into a new design vertical.

Services

Google Business Profiles allow you to add services and products. For most architecture firms, you’ll want to focus on services. These services are dependent on the categories you selected for your Google Business Profile.

You can choose from Google’s predetermined services list or you can create custom ones if they don’t exist.

Some recommended services for the architecture and interior design industry include:

• 3d architectural renderings
• Architectural design services
• Building code analysis & permit coordination
• Custom home design
• Home building and renovations
• Interior design
• Planning & zone approval assistance
• Commercial interior design
• Hospitality design

Posts

Like photos, Google Posts are a fantastic way to add to your Google Business Profile on a regular basis. Here, you can upload images and descriptions of past design projects, create case studies, repost your favorite client testimonials, or share brand mentions from magazines. Try to aim for one new post each week.

Reviews

Finally, request reviews from your customers. Reviews are among the most important ranking factors for appearing in Google Maps. You can find your review link in your Business Account under “Ask for reviews.”

A great way to increase your reviews is by listing all your past projects and clients in a spreadsheet. Reach out to these clients and ask them to leave a review on your Google Business Profile. Respond to every review, whether it’s positive or negative.

Step 5: Ongoing Maintenance

Keep your profile up-to-date by adding new photos, creating Google Posts, and regularly responding to reviews.

Regular updates ensure your business remains visible on Google Maps and local search results.

Ready to Grow Your Firm?

Google Business Profiles are a simple yet powerful tool that can significantly increase your visibility in local searches, attract more qualified leads, and ultimately help you book more projects.

If the process feels daunting, Tiny House Digital is here to help. We have the strategies to help your architecture firm attract the right clients so you can focus on designing stunning spaces. With tailored SEO, PPC, and CRO strategies, we make sure you stand out.

Book your free discovery call today, and let’s start growing your firm together.