Key points
- Decide first whether you are a showroom customers visit or a service-area business that travels to them. It changes how your address shows.
- Use your real trading name. Adding suburbs or products such as double glazing to the name breaks Google’s rules.
- Pick as few categories as possible, as specific as possible, and describe the rest in your services and website.
- Google says there is no way to pay for a better local ranking. Relevance, distance and prominence decide it.
- Your profile and website should say the same things: name, phone, service areas and products.
A Google Business Profile is the listing that appears in Maps and in the local results when someone searches for window replacement or a glazier near them. For a window or glazing company, getting it right mostly comes down to four decisions: showroom or service area, your exact business name, your categories, and how the profile points to your website.
This guide covers each decision using Google’s own published rules, with notes on how they apply to window, door and glass businesses. Your website does the rest of the work once someone clicks through, which is what our website plan is built around.
How Google chooses local results
Google says local results are mainly based on relevance, distance and prominence 1 . Understanding those three factors tells you what you can influence and what you can’t.
- Relevance is how well a profile matches the search 1 . Complete, accurate details about your products and services help here.
- Distance is how far the business is from the searcher 1 . You can’t change where a searcher is standing.
- Prominence is how well known the business is, and Google notes that links and reviews count 1 : the number of websites that link to you and the reviews you have both play a part.
Google also states that more reviews and positive ratings can help 1 local ranking, and that there is no way to pay for a better local ranking 1 . Be wary of anyone who offers to buy you a higher Maps position. Our guide to getting more Google reviews covers doing that within the rules.
Showroom or service-area business
The first choice is whether customers come to you or you go to them. Google allows a profile for a business that has a location customers visit, or you travel to them 2 , and it treats the two cases differently.
If customers visit a showroom
Some window and door companies keep a showroom where people can see frame colours, handles and glass samples. If customers can visit during the hours you list, show the address. Put the same address, hours and parking details on your website’s contact page.
If you travel to customers
Mobile glaziers, repair businesses and installers who measure and quote on site usually work from a home office or a workshop customers never visit. Google’s guidelines say that if you are a service-area business, you should hide your business address 2 from customers.
Such businesses should keep one profile with a service area 2 for the central office. A profile can list up to 20 service areas 3 , and Google says the overall area shouldn’t extend beyond about 2 hours of driving 3 from where the business is based. If you do emergency glass repairs, list the areas you can genuinely reach quickly. Our page on websites for glass repair businesses shows how the website side of that works.
Business name and categories
Use your real trading name and the fewest categories that describe your core business. Both are areas where window companies often get it wrong by trying to add more.
Google asks that the name reflect your real-world business name 2 . A name like Smith Windows is fine. Smith Windows Double Glazing Melbourne Northern Suburbs is not, unless that is genuinely what is on your signage and invoices. Extra words risk the profile being suspended, which is a far bigger problem than a short name.
For categories, Google says to use as few categories as possible 2 , while keeping them specific and representative. Choose the primary category that matches most of your revenue, such as the closest match to window installation or glass repair, and add secondary categories only where they describe work you really do. Everything else belongs in the services list and on your website’s product pages.
Services, photos and updates
Once the basics are right, fill in the parts that help a homeowner choose you: services, photos, hours and a short description. These are where you can be specific about windows and glass.
Setting up a window company profile, in order
- Choose showroom or service area Show your address only if customers can visit during your listed hours.
- Enter the real business name Exactly as it appears on signage, vans, invoices and your website.
- Pick a primary category The one that matches most of your work, then only the secondary categories you need.
- Set service areas Suburbs and regions you regularly cover, within a realistic drive of your base.
- Add services and photos Each product you install, and photos of your own completed jobs.
- Link to your website Point the website link to your home page or the page for that location.
- Services: list each product and service separately, such as awning windows, sliding doors, double glazing retrofits, shower screens or broken glass replacement.
- Photos: use your own finished jobs, showroom and vans. Stock photos of other people’s windows tell a buyer nothing.
- Hours: keep them accurate, including holiday closures and whether you take after-hours repair calls.
- Description: say what you install, who for, and where, in plain words.
Linking the profile to your website
Your profile gets someone’s attention; your website answers the questions they have before they request a quote. The two should agree on every detail.
Check that your name, phone number, service areas and products match on both. If your profile lists uPVC windows and your website doesn’t mention them, a visitor who clicks through may assume you no longer offer them. Make sure the link lands on a page that loads quickly on a phone and shows your quote button straight away.
A website also helps with the prominence factor over time, because other sites, suppliers and local directories can link to it. A profile alone gives them nothing to link to. For the full list of pages worth having, see what a window company website needs.
What to do next
- Search for your business name on Google Maps and check the name, phone, hours and address or service area.
- Remove any suburbs or product words from the business name that aren’t on your signage.
- Review your categories and cut any that don’t match work you actually do.
- Add each product as a service and upload recent photos of your own installs.
- Confirm the website link works and the page it opens matches the profile.
A Google Business Profile for a window or glazing company works best when it is accurate rather than stuffed with keywords. Choose showroom or service area honestly, use your real name, keep categories few and specific, and fill in services and photos from your own work. There is no paid shortcut to a better local position, so consistency between your profile and your website is worth the effort. If you want a website that matches your profile and is kept current each month, see what our plan costs.
Questions window company owners ask
Can I have one Business Profile per suburb I service?
No. A service-area business should have one profile for its central office or location, with its service area set on that profile. Separate profiles for suburbs where you have no real location go against Google’s guidelines.
My factory is in an industrial estate. Should I show the address?
Only if customers can visit it during the hours you list, for example because you have a showroom or trade counter there. If people never come to you, set it up as a service-area business and hide the address.
Can I add double glazing to my business name to rank better?
No. Google asks that the name match your real-world name as used on your signage, website and stationery. Adding unnecessary words is not permitted and can lead to the profile being suspended. Put products in your services and description instead.
How long before changes to my profile show up?
Edits can take time to be reviewed and appear, and ranking effects are not immediate. Keep the details accurate and consistent rather than changing them repeatedly.