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Google Business Profile checklist for local service businesses
For most local service businesses, your Google Business Profile does as much work as your website. It is the map listing with your reviews, phone number and opening hours, and it is often the first thing a customer sees when they search for a plumber, inspector or installer nearby. This is the checklist we work through when we set up or tune a profile.
1. Get the basics right
- Claim and verify the profile. If a listing for your business already exists, claim it instead of creating a duplicate.
- Use your real business name. Match your signage and invoices. Adding keywords or suburbs to the name breaks Google’s guidelines and can get a profile suspended.
- Choose the most accurate primary category. It is one of the strongest signals for what you appear for. Add secondary categories only for services you genuinely offer.
- Set your service areas. If you travel to customers rather than serving them at a shopfront, hide your address and list the suburbs you actually cover.
- Match your phone number and hours to your website. Update holiday hours before the holidays, not after.
2. Describe what you do
Write a plain-language description that leads with what you do and where. Skip promotions, links and phone numbers, which the guidelines do not allow. Then add every service you offer to the services list with a short description, because those entries help Google match you to specific searches.
3. Add photos that prove the work
Start with a logo and a clear cover photo, then add real photos of your work, your team and your vehicle or premises. Add new ones regularly. Fresh, genuine images show customers the business is active and give them confidence before they call.
4. Build a steady flow of reviews
- Ask every happy customer, ideally the same day the job finishes, using the direct review link from your profile.
- Reply to every review, good or bad, calmly and briefly. Mention the service and suburb naturally.
- Never offer discounts or gifts in exchange for reviews, and never only ask customers you expect to be positive. Both break Google’s review policies.
5. Connect the profile and your website
Link to the most relevant page, usually your home page or a location page. Add a tracking parameter such as ?utm_source=google&utm_medium=organic&utm_campaign=gbp to the link so you can see profile visits in your analytics. Keep your name, address and phone number identical on your website, your Google profile and listings such as Bing Places and Apple Business Connect.
6. Keep it active
Post updates about recent jobs or offers. They are not a major ranking factor, but they give people recent information and show the profile is looked after. Check the performance tab monthly for calls, direction requests and the searches that found you, and respond quickly to any suggested edits.
Common mistakes to avoid
- Stuffing keywords or suburbs into the business name
- Using a virtual office or someone else’s address
- Leaving duplicate listings live
- Choosing a vague primary category
- Ignoring negative reviews
A strong profile and a strong website work together. See how we handle both in our local SEO service.
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