Why the map matters more than your website
When a homeowner searches for "concrete contractor near me" or "roof repair in Round Rock", Google usually shows a map with three businesses before any websites. For a lot of local jobs, that map is where the decision starts. If you're not in it, many homeowners never see your website at all.
Google says local results are based mainly on three things: relevance (how well your profile matches the search), distance (how far you are from the searcher or the location in the search) and prominence (how well known your business is, including reviews and how much is written about you online) (Google).
You can't move your shop closer to every customer. But relevance and prominence are mostly in your hands, and that's what this checklist covers.
The setup checklist
Work through these once, carefully. Most contractor profiles we look at miss at least three.
1. Business name: exactly as it appears on your truck
Use your real business name. Adding keywords ("Smith Concrete – Driveways Patios Austin") is against Google's guidelines and can get a profile suspended (Google). It's one of the most common reasons good contractors lose their listing overnight.
2. Primary category: the most specific match for the work you want most
Your primary category is the strongest relevance signal on the profile. "Concrete contractor" beats "Contractor". "Roofing contractor" beats "Construction company". Pick the category for the work you want more of, not the one that sounds biggest.
3. Secondary categories: every one that matches real work
Add the other categories that genuinely describe what you do, for example "Driveway contractor" or "Patio builder". Don't add categories for work you don't do. It confuses Google and frustrates the homeowners who call.
4. Service area and address
If customers come to your location, show your address. If you go to them, set a service area and hide the address. Never use a virtual office or a mailbox service as your address. Google's guidelines don't allow it, and these profiles are regularly removed.
5. Services: list each one with a short description
Add every service you offer, each with a one- or two-sentence description in plain language. "Concrete driveway replacement: tear-out, base prep, pour and broom finish" tells Google and homeowners far more than "Concrete".
6. Description: who you are, where you work, why people pick you
Use the description to say what you do, which towns you serve and what makes you different: licensed, years in business, warranty, owner on every job. Keep it factual. No phone numbers or links in the description.
7. Hours, including holidays
Accurate hours let Google show "Open now". If you answer the phone on Saturday mornings, say so. Update holiday hours before each holiday.
8. Phone number and website: the same everywhere
Use your main number, the same one on your website, truck and directories. Link to your website's homepage or the most relevant service page. Mismatched numbers across the web make it harder for Google to trust your details.
9. Photos: real jobs, not stock
Upload photos of finished projects, before-and-afters, your crew, trucks and equipment. Aim for at least 30 to start, then add a few every week. Homeowners want to see real work, and a steady stream of new photos shows the business is active.
10. Quote or booking link
If your website has a quote form, add that link to your profile so people can request an estimate without calling.
The monthly routine
A complete profile is the starting line. What keeps it strong is steady activity:
- Add 3–5 new job photos every week. Take them on every job, even when you're busy.
- Post once a week. A finished project with photos and one sentence about the town and the work is enough.
- Ask every customer for a review right after the job, and reply to every review within a couple of days. See our guide on getting more Google reviews without breaking the rules.
- Check your details monthly. Hours, services and phone number change more often than you'd think, and anyone can suggest edits to your profile.
Mistakes that quietly hold profiles back
- Keyword stuffing the business name. Fast way to a suspension.
- Wrong primary category. "General contractor" when 80% of your work is concrete.
- No photos for months. Makes the business look closed.
- Unanswered reviews, especially negative ones. Future customers read your replies.
- Duplicate profiles from an old address or a previous owner. Ask Google to merge or remove them.
- A website that doesn't match. If your profile says "roofing" and your homepage barely mentions it, relevance suffers. A fast, clear website supports the profile.
Where to start
Open your profile and go through the ten setup items above in order. Most contractors can finish the basics in an afternoon, and the photo and posting routine takes about 20 minutes a week.
If you'd rather have someone check it for you, our free Google profile audit compares your profile with the top three near you and sends a 30-day plan.