Before someone picks up the phone to call you, there’s a good chance they’re Googling you first. And in most cases, the first thing they see isn’t your website—it’s your Google Business Profile (GBP).
Your GBP is your digital storefront. It shows up when people search for things like “plumber near me” or “roof repair in [your city],” and it can be the difference between a job booked—or a job lost to the next contractor on the list.
The best part? Optimizing your profile doesn’t cost a dime. But it does take a little know-how.
In this post, we’ll walk you through the most important ways to optimize your Google Business Profile so you show up in more searches, earn more trust, and get more calls from the customers you actually want.
1. Claim and Verify Your Profile (If You Haven’t Already)
If you haven’t claimed your Google Business Profile yet, that’s your first move—and it’s an easy win.
Go to google.com/business and search for your business. If your profile already exists, you can request access. If it doesn’t, you can create it from scratch and go through the verification process.
Verification typically involves Google sending a postcard to your business address with a code (sometimes they’ll offer phone or email verification instead). Once you’re verified, you can manage your info, respond to reviews, post updates, and start optimizing your listing.
Until your profile is verified, you won’t have full control—and that means missed opportunities in local search.
2. Fill Out Every Section (Completely and Accurately)
An incomplete profile tells Google—and your potential customers—that you might not be the most reliable option. On the flip side, a fully completed profile increases your chances of ranking higher and earning trust fast.
Make sure you’ve added all the basics:
- Business Name (exactly as it appears elsewhere online)
- Address and/or Service Areas
- Local phone number (avoid toll-free or call tracking numbers if possible)
- Website URL
- Business hours (and holiday hours, if applicable)
Then go a step further. Use the “Business Description” to explain what you do and where you do it. Include relevant keywords naturally—like “residential roofing in Franklin” or “emergency plumbing in Tempe.”
The more complete and accurate your profile is, the more likely Google is to show it when people are searching for services you offer.
3. Choose the Right Primary and Secondary Categories
Your Google Business Profile categories help Google understand what your business actually does—and show your profile to people searching for those services.
Your primary category is the most important. It should reflect your core service. For example:
- Plumber
- HVAC Contractor
- Roofing Contractor
- Electrician
Then add secondary categories to cover your other services. If you’re a plumber who also installs water heaters, “Water Heater Installation Service” could be a solid secondary category. HVAC company that also does duct cleaning? Add that too.
Just don’t go overboard. Stick to categories that truly reflect what you offer. Irrelevant categories can confuse both Google and potential customers—and may even hurt your rankings.
Choosing the right categories helps you show up in more targeted searches, and it tells Google exactly what kind of jobs to send your way.
4. Add High-Quality Photos (And Keep Them Updated)
People trust what they can see—and that goes double for home service businesses. A Google Business Profile with real, high-quality photos is far more likely to get clicks, calls, and customer confidence.
Upload photos that show the real you:
- Your team on the job
- Your work truck or branded vehicle
- Before-and-after shots of recent projects
- Equipment, tools, or parts that help tell your story
Skip the stock photos. Customers want to see the actual work you’ve done, not a generic picture of a smiling technician holding a wrench.
And don’t just upload once and forget it. Make it a habit to add fresh photos regularly—Google sees an active profile as a trustworthy one. Aim to update your photo gallery at least once a month, or any time you finish a job you’re proud of.
It’s a small step that makes a big difference in both SEO and customer perception.
5. List All Services and Service Areas
Google wants to show searchers the most relevant results—so the more clearly you describe what you offer and where you offer it, the better your chances of showing up.
Use the “Services” section to list everything you provide. Be specific and use terms your customers would actually search for. Instead of just “Plumbing,” break it down:
- Drain Cleaning
- Water Heater Repair
- Emergency Leak Detection
- Bathroom Fixture Installation
Then fill out the “Service Areas” section with all the cities, neighborhoods, or zip codes you serve. Don’t just say “Greater Austin”—list Round Rock, Cedar Park, Georgetown, and anywhere else you actually take jobs.
This helps your business show up in local map results when someone searches from one of those areas—even if your physical address is elsewhere.
The more clearly you define your services and service areas, the more likely you are to show up in the right place at the right time.
6. Post Regular Updates
Google loves fresh content—and your potential customers do too.
Posting updates to your Google Business Profile (just like you would on social media) helps keep your profile active, relevant, and visible. It also gives you a chance to highlight the work you’re doing right now.
What should you post? Try things like:
- A photo and short caption from a recent job
- A seasonal tip (“Don’t forget to winterize your pipes!”)
- A limited-time offer or service promotion
- A quick reminder that you’re booking appointments this week
You don’t need to post every day—just aim for 1–2 posts per month to show that your business is active and engaged.
These updates show Google that your business is legit and up-to-date, and they show customers that you’re not just another name in the list—you’re the one they want to call.
7. Ask for Reviews—And Respond to Every One
Reviews aren’t just nice to have—they’re a major ranking factor for local search. More importantly, they build trust with potential customers who are checking you out before picking up the phone.
Make it part of your routine to ask for a review after every job. A simple text or email that says, “Thanks for choosing us—if you had a good experience, would you mind leaving a quick review?” goes a long way. Bonus points if you include a direct link to your Google profile.
And don’t stop there—respond to every review. Thank your happy customers and reply to negative ones professionally and politely. This shows both Google and your future customers that you care about the service you provide and take feedback seriously.
A steady stream of fresh, 5-star reviews can give you a major edge in your market—and help you rank higher than competitors who aren’t putting in the effort.
8. Use the Q&A Section to Your Advantage
Most contractors overlook the Q&A section on their Google Business Profile—but it’s a hidden gem for building trust and improving your local SEO.
Think of it like a mini FAQ section right on your profile. Google allows anyone to ask a question—and anyone (including you) to answer. So why not get ahead of it?
Here’s how to use it to your advantage:
- Add common questions that your customers ask all the time
- Provide clear, helpful answers—just like you would in person
- Keep it short, friendly, and packed with keywords when possible
Examples:
- “Do you offer same-day emergency service in [City]?”
- “Do you work with tankless water heaters?”
- “Can I get a free estimate before booking?”
You can ask and answer these yourself to get the ball rolling. It shows that you’re proactive, helpful, and ready to do business—which is exactly what customers (and Google) want to see.
Wrap Up: A Strong Google Profile = More Calls, Period
Your Google Business Profile isn’t just an online listing—it’s your first impression. It’s what shows up when someone searches for a service you offer in your area, and it plays a huge role in whether they click, call, or move on to the next contractor.
When your profile is fully optimized—with complete info, fresh photos, real reviews, and regular updates—you’re not just more visible in search… you’re more trustworthy.
And that means more calls. More leads. More jobs.
Need help organizing your Google profile? At BuildPro Media, we specialize in helping contractors create Google Business Profiles that don’t just look good—they perform. Whether you’re starting from scratch or need a total overhaul, we’ll make sure your listing works as hard as you do. Contact us today to get started.