The Beginner’s Guide to Google Business Listings (Google Business Profile) for Contractors
If you’re a contractor, your Google Business Profile (GBP) is your free storefront on Google Search and Maps. It helps homeowners find you, see your work, read reviews, and call you with one tap. This guide walks you through setup and simple weekly habits that bring in better leads.
What is a Google Business Profile?
A Google Business Profile is a free listing that controls how you show up in Google Search and Google Maps—name, phone, hours, service area, photos, reviews, posts, and more. Setting one up (and keeping it fresh) builds trust and gets you calls from nearby homeowners searching for what you do.
Step 1: Create or Claim Your Profile (5 minutes)
Go to the official Get started page and sign in with a Google account.
Search for your business name. If it exists, claim it. If not, create a new profile.
If someone else verified it in the past (old marketer or former employee), request ownership.
Tip: Use your business email (you can use any email with a Google account) so ownership stays in your control long-term.
Step 2: Verify Your Business (10–15 minutes)
Google must verify you before your edits go live. Methods include video call, video upload, postcard, or phone/email(options vary by business). Don’t change your name, address, or category while you’re waiting for a code—doing so can invalidate verification.
What to show in a video verification: Your storefront/vehicle signage, tools, invoices, business license—basically proof you’re real and on-site.
Step 3: Set Up the Essentials (15–30 minutes)
Pick the right categories
Primary category = your main service (e.g., “General Contractor,” “Flooring Contractor,” “Roofing Contractor”).
Additional categories for specialties (e.g., “Kitchen Remodeler,” “Bathroom Remodeler”).
Stick to what you actually do; misrepresentation can get profiles edited or suspended under Google’s guidelines.
Service area vs. physical address
Service-area business: Hide the address and select cities/ZIPs you serve.
Storefront/shop: Show the address and set hours.
Follow Google’s representation guidelines to avoid problems.
Hours, phone, website, and messaging
Keep hours realistic (and update holiday hours).
Turn on Messaging if you can respond quickly.
Add your website URL (use UTM tracking—see Tracking below).
Add services/products
List your core services with short, plain-English descriptions and starting prices where appropriate. This educates clients and reduces unqualified calls.
Step 4: Add Photos & Videos that Sell Your Work
Upload crisp before/after photos, jobsite images (dust control, protection, cleanups), and short walkthrough videos. Follow Google’s image/content policies (no excessive filters, appropriate content). Aim for at least: logo, cover photo, 10 project photos. (Google Help)
Quick photo plan:
3 kitchens, 3 baths (or your top services), 2 exteriors, 2 in-progress shots showing craftsmanship/cleanliness.
Step 5: Post Updates (1 post per week)
GBP Posts let you share announcements, offers, and project spotlights right in your listing. Keep it short (think caption + photo) and add a call-to-action like “Call now” or “Learn more.” Follow Google’s content policy (no prohibited claims).
Starter post ideas for contractors:
New project spotlight with 2 before/after photos.
Seasonal notice: “Now booking spring exterior work—estimate lead time 2–3 weeks.”
Limited offer: “Free shower niche upgrade on full bath remodels booked this month.”
(Recommended image size guidance varies by source; aim for landscape images that crop well on mobile.)
Step 6: Ask for Reviews—and Reply to Every One
Reviews drive clicks and calls. After each job, text your client a thanks and the short link to your profile. Reply to all reviews (good and bad) to show you care and to demonstrate professionalism to future customers.
Important: Don’t incentivize reviews with cash/discounts or ask for “only 5-star” reviews—Google is actively cracking down on fake or manipulated reviews, and warnings can appear on profiles. Keep it authentic.
Reply formula:
Thank them by name.
Mention one project detail (“the herringbone backsplash”).
Reinforce a value (“clean jobsite daily”).
Invite them to call if they need anything else.
Step 7: Track What’s Working (Performance)
Inside GBP Performance you can see views, calls, website clicks, direction requests, messages, and search terms customers used to find you. Use this to learn which services people want and which neighborhoods are hot.
Independent breakdowns and industry coverage also explain how to interpret these metrics—focus on actions (calls, clicks) and top search terms to guide content and service pages on your website.
Tracking Pro Tip (2 minutes)
Add UTM tags to your website link (e.g., ?utm_source=google&utm_medium=organic&utm_campaign=gbp) so Google Analytics can attribute traffic and leads to your profile. Then compare GBP calls/messages with website form fills to see the full picture. (This pairs with Performance metrics for a truer ROI view.)
What to Post (Contractor Cheat Sheet)
Weekly: One project photo set + one sentence about the problem you solved.
Monthly: A “Now booking for [Month/Season]” post and a safety/cleanliness highlight (clients love this).
Quarterly: A short offer (e.g., “Free design consult for kitchen remodels booked by [date]”).
Always: Reply to all reviews within 48 hours.
Common Mistakes to Avoid
Mismatched name or keyword-stuffed name (“Joe’s Remodeling – Best Kitchen & Bath Boise #1”)—this violates guidelines and can trigger edits or suspensions. Use your real, consistent business name.
Wrong primary category—hurts visibility for your main service. Choose the closest match.
Old hours & no holiday hours—leads to frustrated customers and fewer calls. Keep hours updated.
Ignoring reviews—missed chance to build trust (and resolve issues). Reply to all.
Incentivized or fake reviews—Google is tightening enforcement; play it straight.
A 30-Minute Setup Plan for Busy Contractors
Minute 0–5: Create/claim profile and choose primary + secondary categories.
Minute 5–15: Start verification (video or postcard). Don’t edit key fields while waiting.
Minute 15–25: Add phone, hours, service areas, services, website link (with UTM), messaging on.
Minute 25–30: Upload logo, cover, 10 project photos; publish your first post.
After verification completes: Ask 3 happy clients for honest reviews and reply the same day.
FAQ (Beginner Level)
Do I need a website if I have a Google listing?
Yes. Many people click through to your site to check portfolio, process, and pricing ranges. GBP brings attention; your site converts it. (Bonus: traffic from GBP shows in your analytics when you use UTM tags.)
What if I work from home?
Choose service-area business and hide your address. List the cities/ZIPs you cover.
How often should I post?
Once a week is great. Aim for one project update + one availability update each month. Follow Google’s post policies.
Why don’t I see my changes yet?
You may still be unverified, or edits are under review. Verify first; most edits appear soon after approval.
Final Word
Your Google Business Profile is the fastest, free way to look professional on Google, prove your quality with photos and reviews, and get more of the right calls. Set it up once, post weekly, reply to reviews, and watch which search terms and neighborhoods drive action—then lean into them.
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