For contractors and home service businesses, your Google Business Profile often brings in more calls than your website. When someone searches “roofer near me” or “tree service in Cherry Hill,” the map results show up first. This checklist covers what to set up and what to keep doing every month.
Want us to manage it? See our Google Business Profile service.
Setup checklist
- Verify your profile. Unverified profiles rarely rank. Google may ask for a video verification.
- Use your real business name. Adding keywords or towns to your name can get your profile suspended.
- Pick the right primary category. Choose the one that best describes your main service, such as “Roofing contractor” or “Tree service.” Add secondary categories for other services you actually offer.
- Set a service area. If you go to customers, hide your street address and list the towns or counties you serve. Keep it realistic.
- Add every service. List each service with a short description, such as roof replacement, gutter installation and storm damage repair.
- Fill in hours, phone and website. Link to the most relevant page on your site, not just the homepage.
- Write a clear description. Say what you do, where you work and what makes you different, in plain language.
- Add attributes like “Veteran-owned,” “Free estimates” or “Online appointments” where they apply.
Photos and videos
Profiles with real, recent photos get more engagement. Add:
- Before-and-after project photos
- Your crew at work, in uniform when possible
- Trucks and equipment with your branding
- Short videos of finished jobs
Add new photos every month. Skip stock images.
Reviews
Reviews are one of the biggest ranking and conversion factors for contractors.
- Ask every happy customer, ideally right after you finish the job.
- Send a direct review link by text or email. Put a QR code on invoices or leave-behind cards.
- Reply to every review within a few days. Thank people by name and mention the job.
- Respond calmly and professionally to negative reviews, and offer to make it right offline.
- Never offer payment or discounts for reviews. It breaks Google’s rules.
Monthly maintenance
- Post updates once or twice a month: recent jobs, seasonal tips and offers.
- Answer questions in the Q&A section, and add common questions yourself.
- Check your info after any change to hours, services or phone number.
- Watch for edits. Anyone can suggest changes to your profile, so check that nothing has been changed without your approval.
- Review Insights. Track calls, direction requests and website clicks each month.
Connect it to your website
Your profile and website work together. Make sure each core service has its own page, your name, address and phone match exactly, and your site loads quickly on a phone. Our local SEO service and home contractor marketing program cover both.
Common mistakes to avoid
- Keyword stuffing the business name
- Using a virtual office or PO box as your address
- Multiple profiles for the same business
- Letting reviews go unanswered
- Ignoring the profile for months at a time
Want a second set of eyes?
We’ll review your website, Google Business Profile, tracking and ads, then send you a short list of what to fix first. It’s free and there’s no obligation.
