Stop Ignoring Your Google Business Profile

If you run a local service business, your Google Business Profile (GBP) might be more important than your website.

Why? Because when people search for “pest control near me,” “roof repair in Ellsworth,” or “plumber open now,” they’re usually clicking on a local listing first; NOT a website link.

Your GBP is often where customers make their first impression, decide whether to call you, and compare you to competitors. The good news? A well-optimized profile can quickly increase your visibility and get your phone ringing; if you take it seriously.

Why Google Business Profile Matters for Local Service Companies

1. Your GBP Shows Up Before Websites

On mobile devices especially, the Local Map Pack appears above organic website listings. In fact:

• 44% of people click a Google Business Profile first before looking at any websites (BrightLocal).
• 64% of consumers use GBP to find local business contact information (Google).

That means you could have the best-looking website in town, but if your GBP isn’t optimized, you’re still invisible to most searchers.

2. GBP Drives Calls Often Without Website Visits

For local service businesses, many customers never even click through to your site. Instead, they:

• Click “Call” directly from your profile
• Check your hours and address
• Look at your reviews and photos
• Decide on the spot whether to contact you

3. A Quality GBP Builds Trust Immediately

Reviews, photos, and up-to-date information are all trust signals. A profile with 100+ recent reviews and job photos feels more reliable than a competitor with no photos and 5 outdated reviews.

If you’ve been neglecting your profile, you’re likely losing out on easy leads. It's also the first step in getting Google verified for running Local Services Ads.

5 Quick Wins for Google Business Profile Optimization

These are the basics every service business should have in place:

1. Keep Your Hours Accurate

• Update your regular business hours, holiday schedules, and emergency service availability. There is little more frustrating than a potential customer who looks up a businesses hours only to find the hours were not accurate.
• If you offer 24/7 or after-hours service, make that clear; many customers search for “open now.”

2. Add High-Quality Photos & Videos

• Businesses with photos receive 42% more requests for directions and 35% more clicks to their websites (Google).
• Post:
  • Before & after job photos (roof repairs, pest treatments, etc.)
  • Team photos (adds personality & trust)
  • Equipment & vehicles (shows professionalism)
  • Short video clips of your team working

3. Respond to Reviews; Good or Bad

• Thank happy customers by name. It encourages repeat business and shows you care.
• Handle negative reviews professionally. Future customers are watching how you respond.

4. Post Updates Weekly

GBP allows you to post like you would on social media. Share:

• Seasonal promotions (“Spring pest control specials”)
• Service reminders (“Time to schedule your mosquito treatment”)
• Helpful tips (“3 ways to keep ants out this summer”)

Fresh posts tell Google your business is active, which can boost visibility.

5. Check Categories & Services

• Make sure you’ve selected the correct primary category (e.g., “Pest Control Service,” not “Home Improvement”).
• Add secondary categories if relevant (e.g., “Mosquito Abatement,” “Rodent Control”).
• List every service you offer under the Services section.

Common Google Business Profile Mistakes That Hurt Local Rankings

Many service companies unknowingly sabotage their GBP performance. Are you making these mistakes?

1. Using Inconsistent Business Information
   • Your name, address, and phone number (NAP) should match exactly across your website, GBP, and other directories. Even small inconsistencies (like “St.” vs “Street”) can confuse Google.
2. Neglecting Reviews
   • Ignoring reviews, especially negative ones, signals poor customer service.
3. Not Adding a Service Area
   • If you travel to customers, add all cities and regions you serve. Too many businesses forget this and lose out on local searches.
4. Low-Quality or No Photos
   • Stock photos or no photos at all hurt credibility. People want to see real work.
5. Never Updating the Profile
   • Profiles that sit untouched for months don’t perform as well as active ones.