Share with the world 🙏When it comes to MSP marketing, your first impression isn’t just your website – it’s your entire online presence. And one element that’s often overlooked is your Google Business Profile.
Yes, your website plays a major role in how prospects evaluate you. It’s where they go for services, case studies, testimonials, and more. But long before that, they’re likely Googling your name – and what do they see? Your profile on the right-hand side of the search results, complete with your business name, logo, opening hours, reviews, and… your address.
If that address doesn’t look credible, you’ve already put a dent in their trust before you’ve even had a chance to show them what you can do.
The “home office” perception problem
Many MSPs operate lean, efficient teams. Some work remotely. There’s nothing wrong with that. But if your Google listing shows what’s clearly a residential address, it raises questions. Are you a fully-fledged business or a side project? Are you available when things go wrong? Can clients trust you with their technology and data?
It’s not about where you physically work – it’s about how you present yourself.
Why your address sends a powerful signal
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It shapes first impressions
Your website is likely where people will go to learn more, but your Google listing might be the first thing they see. An address in a residential neighbourhood doesn’t suggest professional IT support. It suggests someone working from their spare room – and rightly or wrongly, that perception matters. -
It impacts credibility
Businesses are cautious when choosing an IT partner. They want reassurance that you’re established, serious, and professional. A polished address, even a shared one, helps convey that. -
It can affect local visibility
Google rewards legitimacy. A properly verified business address in a commercial location can help boost your local search ranking. It’s part of a larger picture that tells Google – and your prospects – that you’re the real deal.
What to do instead
If you don’t have a physical office (and many great MSPs don’t), consider these alternatives:
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Use your accountant’s address – If your accountant operates from a commercial premises, this can be a credible and cost-effective option.
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Use your attourney’s / solicitor’s office – Again, these are often based in professional settings that lend credibility.
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Choose a virtual office or co-working space – Many offer business registration and mail handling services, and present much better than a residential location.
Avoid using your home address wherever possible – not just for perception, but for your own privacy and security. It just takes one incident and an over-emotional client …
Wingman’s view: trust isn’t just earned, it’s communicated
At Wingman, we work with MSPs who want to be seen as credible, trustworthy, and capable. And while messaging, design and strategy are all vital, trust can be undermined by small, often overlooked details – like the address on your Google Business Profile.
So if you’re investing in marketing, make sure you’re not sending the wrong signals from the outset. It’s a small change that can make a big difference.
