Get your category right
Your primary category should match exactly what you do, not the broadest option available. "Roofing contractor" will help Google match your profile to the right searches far better than a generic category like "Contractor." If you offer several distinct services, secondary categories can cover those too, but the primary category carries the most weight.
Set your service areas properly
List the specific towns and postcodes you genuinely cover, rather than a blanket radius that includes places you rarely work. An overly broad service area can dilute how relevant Google considers your profile for any one location, and it sets expectations with customers you may not actually be able to serve well.
Add real photos, not stock images
Generic stock photography does nothing for trust and won't help your ranking. Photos of completed jobs, your van, your team at work, all signal to both Google and potential customers that this is a real, active business. Profiles with regularly updated photos tend to perform better than static ones.
Keep your NAP consistent
Your business Name, Address, and Phone number (NAP) need to match exactly across your Google Business Profile, your website, and every directory you're listed on. Inconsistencies, even small ones like "Rd" versus "Road," can quietly undermine how much Google trusts your business information.
Use posts and Q&A actively
Profiles that get updated occasionally tend to be treated as more active and relevant than ones left static for months. Posting about recent jobs, seasonal offers, or answering questions in the Q&A section are low-effort ways to keep your profile signalling activity.
Respond to every review
This matters for two reasons. First, it's good practice for the customer relationship. Second, Google's own guidance on Business Profiles confirms that responding to reviews is one of the factors that can influence how your business appears in search. A profile with unanswered reviews, especially negative ones, looks neglected.
Check your hours are accurate, especially around holidays
Nothing undermines trust faster than a customer turning up, or calling, to find you're not actually open when your profile says you are. This is a small thing that gets overlooked constantly, particularly around bank holidays and Christmas.
Make sure your booking or contact options are set up
If Google Business Profile supports a messaging or booking feature for your category, make sure it's actually switched on and someone is monitoring it. An unanswered message through your profile is a lost enquiry that never reaches your phone or email.
Review this checklist quarterly
Google Business Profile isn't a set-and-forget task. Categories, features, and what performs well shift over time. A quarterly run through this list takes twenty minutes and keeps your profile in good shape.
If you'd like a second pair of eyes on your current profile, alongside the rest of your site's visibility, we offer a free visibility audit that covers all of this.