A Google Business Profile checklist
The details that make a local listing complete, and the ones most often missing.
Why the profile matters
For local searches, Google usually shows a map with three businesses before any website. Those listings come from Google Business Profiles, not from websites. A business without a claimed profile cannot appear there.
The essentials
Check that your profile has all of these:
- The most specific primary category for what you do. "Plumber" rather than "Contractor".
- Your website link.
- A phone number that matches the one on your website.
- Opening hours, including holidays.
- At least five recent photos of your work, premises or team.
- The areas you serve, if you travel to customers.
Keep your details consistent
Google cross-checks your name, address and phone number against your website and other directories. When they differ, it has less confidence that they describe the same business. Use one primary phone number everywhere, and if you use call-tracking numbers, keep the main number visible too.
Then keep it alive
A profile is not a one-time job. Reply to reviews, add photos as you complete work, and update your hours when they change. Our audit checks the essentials above each time you run it.