The Google Business Profile checklist for trades
Your Business Profile is often the first impression a customer gets. Use this checklist to set it up completely, then keep it active in ten minutes a week.
By the founder of SiteFlow Digital ·
For many local searches, customers pick a business straight from the map results without ever visiting a website. That makes your Google Business Profile one of the most valuable things you own online, and one of the most neglected.
Here's the checklist I use when setting up a profile for a trade business.
Setup: get the foundation right
- Business name: exactly as it appears on your truck, signage and paperwork. No extra keywords.
- Primary category: the most specific match for your main service, such as “Electrician,” “Plumber,” “HVAC contractor” or “Roofing contractor.”
- Secondary categories: add the other services you genuinely offer, such as “Water heater installation service” or “Generator shop.”
- Service area: if you travel to customers, hide your address and list the towns or ZIP codes you actually cover.
- Phone number: a local number that's answered, and the same one used on your website.
- Website link: your home page, or a location page if you have several.
- Hours: accurate regular hours, plus special hours for holidays. Note 24/7 emergency service if you offer it.
Content: show customers what you do
- Services list: add each service individually with a one- or two-sentence description. Use the plain words customers use.
- Business description: say who you are, what you do, where you work and why people choose you, in plain language. No keyword stuffing.
- Photos: your logo, a cover photo, your trucks and crew, and plenty of real job photos. Add new ones regularly.
- Attributes: fill in any that apply to your business, such as online estimates or veteran-owned.
- Booking or quote link: point it at your website's quote form so the next step is obvious.
Reviews: the ongoing work
- Get your review link: copy the “Ask for reviews” link from your profile dashboard.
- Ask every happy customer: a short text right after the job works best. For example: “Thanks for having us out today! If you were happy with the work, a quick Google review really helps a small business like ours: [link]”
- Reply to every review: thank good reviews specifically. Answer bad ones calmly and offer to make it right offline.
- Never buy or incentivize reviews: it violates Google's policies and can get reviews removed or the profile penalized.
Weekly upkeep: ten minutes
- Upload two or three new job photos.
- Reply to any new reviews.
- Check that hours and services are still accurate.
- Post a short update when you have news: seasonal service, a new offering, a completed project.
Connect it to your website
Your profile and website strengthen each other. Make sure your site uses the same business name, phone number and service area, and has a dedicated page for each service listed on your profile. More on that in our local SEO guide.
If you'd rather have it done for you, I set up and optimize Business Profiles as part of the Complete package and as a standalone service. Not showing up at all? Start with why your business isn't on Google Maps.