How-to guide
Google Business Profile Checklist for Local Businesses
Written by the Web Design Lab NYC team · Published
For many local businesses, the Google Business Profile brings in more calls than the website. The good news is that most of what makes a profile strong is free and in your control. Use this checklist to go through yours, one section at a time.
1. Ownership and the basics
Before anything else, make sure the profile belongs to you.
- The profile is verified and you are the owner, with any agency added as a manager
- Your business name matches your real name and signage, with no extra keywords
- Phone number and website link are correct
- If you go to customers, set it up as a service-area business with your towns, not a fake address
2. Categories and services
Your primary category is one of the strongest signals on the map. Choose the most specific one that fits, like "Plumber" instead of "Contractor".
- The most specific primary category
- A few secondary categories for other main services
- Every service you offer listed, with a short description
- Products or price ranges where they apply
3. Hours, including holidays and emergencies
Wrong hours lose calls and trust. If you take emergency calls, say so clearly and keep the hours true.
- Regular hours set and correct
- Holiday hours updated before each holiday
- Emergency or 24/7 service only if you really answer
4. Photos that look like your business
Real photos beat stock photos every time. Customers want to see your work, your team and your vans or office.
- Logo and a cover photo
- Photos of real jobs, before and after where possible
- Your team and your office or vehicles
- New photos added every month or two
5. Reviews: a routine, not a hope
Most happy customers will leave a review if you ask at the right moment and make it easy. Not sure what to aim for? See how many Google reviews you need.
- A short review link or QR code ready to send
- Ask right after the job is done
- Reply to every review, kindly and briefly
- Never buy reviews or offer something in exchange for them
6. Posts and questions
Posts and the Questions section are often ignored, which is exactly why they help. A short post about a recent job or a seasonal offer keeps the profile active.
Common mistakes that hold profiles back
Keywords stuffed into the business name, a virtual office used as an address, duplicate profiles for the same business and a profile owned by a former employee or agency. Each of these can hurt you, or get the profile suspended.