For many local businesses, the Google Business Profile is the first thing a customer sees — often before the website. It's where people decide whether to call, visit or keep scrolling. This checklist covers what a complete, trustworthy profile needs.
Accuracy first
Before optimizing anything, make sure the basics are right everywhere they appear.
- Business name exactly as it appears on your signage — no extra keywords.
- Address and service area match your website and other listings.
- Phone number is one you actually answer, and it matches your website.
- Regular hours are current, and special hours are set for holidays.
- Website link goes to the most relevant page, not just the homepage, for multi-location businesses.
Categories and services
- Primary category describes your core business as specifically as possible.
- Secondary categories cover genuine additional services — not wishful ones.
- Services are listed with clear names and short descriptions in your customers' language.
- Products (where relevant) are added with photos and accurate details.
Description and attributes
- The business description explains what you do, who you serve and where — in plain language.
- Attributes that apply (accessibility, payment options, amenities) are filled in.
- Opening date and other profile fields are complete.
Photos that answer questions
Photos help customers decide before they arrive. Prioritise the ones that answer practical questions.
- Exterior photos that make the entrance easy to recognise.
- Interior and team photos that show what the experience is like.
- Photos of real work, products or results.
- A logo and cover image that match your brand.
Updates and Q&A
- Regular posts for offers, events, new services and seasonal updates.
- Common questions answered clearly, using your own approved answers.
- Messaging (if enabled) is monitored so customers get timely replies.
Reviews
Reviews influence both visibility and trust. The goal is a steady, honest flow — not a burst followed by silence.
- A repeatable process asks happy customers for a review at the right moment.
- Every review gets a reply, including the critical ones — calm, specific and helpful.
- Never offer incentives for reviews or post reviews on your own behalf.
Consistency beyond Google
Your name, address and phone number should match across your website, social profiles and directory listings. Location pages and structured data on your website help search engines connect everything together.
How EIGNUM approaches local search and reputationMeasure what matters
Profile views are interesting; calls, direction requests, bookings and website visits are what matter. Connect your profile, analytics and conversion tracking so you can see which changes actually produce customers.