Local Marketing6 min read

Google Business Profile checklist

When someone searches for what you do, Google shows a handful of businesses on the map. A complete profile is the cheapest way to be one of them. Most small businesses have a profile that was started years ago and never finished.

Your profile, finished

Business name matches your sign and website exactly (no keywords added)
Primary category is the most specific one that fits, with 2 to 4 secondary categories
Phone number, website link, and hours are correct, including holiday hours
Service areas or address set correctly (hide your address if you work from home)
A short description that says what you do and who you do it for
Every service you offer listed, with a plain description
At least 10 recent photos: your work, your team, your space, your sign
Appointment or quote link added if you take bookings online

Step by step

Claim and verify the profile
Search your business name on Google while signed in to the Google account you want to own it. Choose 'Claim this business' or 'Manage this profile' and follow the verification steps. Use an account you'll still control in five years, not an employee's personal email.
Fix the basics first
Name, address or service area, phone, website, and hours. These must match your website and other listings exactly. Mismatches confuse both customers and Google.
Pick categories carefully
Your primary category has the biggest effect on which searches you show up for. Choose the most specific one that honestly describes your main service, such as 'Roofing contractor' rather than 'Contractor'.
Add real photos
Photos of your actual work and team build trust faster than anything you can write. Add a few new ones each month. Avoid stock images.
Turn on messaging and answer questions
If you can respond within a day, turn on messages. Check the Questions section too, since anyone can post there, and answer the common ones yourself.
Post a short update monthly
An offer, a finished job, or a seasonal reminder keeps the profile active. It takes five minutes and shows customers you're open for business.

Common mistakes to avoid

Stuffing keywords or a city name into the business name, which can get the profile suspended
Using a P.O. box or virtual office as your address
Leaving old hours up after a change
Ignoring reviews instead of replying to them

Common questions

How long until I see results?

Fixes to hours, phone, and photos show up within days. Moving up in the map results takes longer and nobody can promise rankings. A complete profile with real reviews is the best foundation you can build.

Do I need a website to have a profile?

No. You can run a profile without one, but a simple site gives customers more to trust and gives Google more to confirm your details against.