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If you run an HVAC, plumbing, electrical, roofing, or other home service company, your Google Business Profile (GBP, or Google My Business if you’ve been around for a while) can be one of your best sources of new calls. It can also quietly work against you when it’s neglected or set up incorrectly.
The good news? Most Google Business Profile problems are fixable. Here are some of the mistakes worth checking before they cost you another customer. (And if you need help managing your GBP, our experts are here to help!)
Google gives you plenty of places to tell potential customers about your business, so make sure you use them. We tell clients to think of the profile as a mini-website for you – because it acts like one. Many customers may not even make it to your website if we can get them the information they need on the listing!
Take a few minutes to look at your profile the way a customer would. Is everything current? Does it clearly explain what you do and where you work?
Check your:
An outdated phone number or incorrect business address can send a customer straight to a competitor. So, if you recently moved, changed your phone number, added services, or expanded your service area, your profile needs to reflect that.
My Marketing Works Tip: Look for red dots when you login to your profile, that means that there are areas of opportunity or new information that may have been added to the listing by Google or Users to ensure is accurate for your company.
This one trips businesses up because adding extra keywords to your business name can seem like a clever SEO move. But it’s often not worth the risk.
Your Google Business Profile name should match your real-world business name. Adding something like "Joe's Plumbing - Best Plumber in Orlando" when that's not your actual business name can create problems with Google's guidelines.
Now, we can at times get away with something like: Mike’s Home Services – HVAC, Indoor Air Quality, Plumbing, Electrical – but when checking the listing each week, you may see it revert back by Google.
So, in general, keep the business name accurate with other directory listings. There are plenty of legitimate ways to improve your local visibility without overly stuffing keywords into your name.
Reviews matter a lot. Potential customers often look at your reviews before they call, especially when they're deciding between several local companies. A profile with recent, genuine feedback gives people more confidence that your business is active and serving customers today. It also helps increase your local visibility so more people can find, and trust, your service!
Make asking for reviews part of your team’s everyday process. After a successful service call, send the customer a simple review request. And don't disappear after the testimonial comes in. Respond to them and thank customers for the positive feedback and respond professionally when someone has a complaint.
Also, you don't need a five-paragraph response to every review. A genuine "Thanks for choosing us, Sarah!" is perfectly fine. But, we believe you should always thank someone who took their time to recognize your hard work. Our clients love that we take the review replies off their plate and keep customers having a positive experience with their brand!
A profile with a few blurry photos from 2019 doesn't exactly scream "we've got this."
This is why we always recommend adding photos & videos regularly. Show your team, service vehicles, completed work, equipment, storefront, technicians on the job, and anything else that helps customers get a feel for your business.
For home service companies, real photos are especially useful. Customers want to know who they're inviting into their home and what kind of work your company actually does.
If you’re 24/7 you can keep scrolling, but if you aren’t... Can you imagine someone searching for a plumber at 7 p.m., seeing that you're open, and calling only to discover nobody answers? That's a frustrating experience before you've even had a chance to earn the job. And they will likely not call again but blast you to people they know too.
Holiday hours, emergency service, seasonal changes, and regular schedule changes can all create confusion if your profile isn't updated. Remember to check your regular hours and special hours periodically, particularly around holidays.
This is probably the biggest mistake! Your Google Business Profile isn't a business card you create once and forget about. Your business changes and your services may change. Your team changes and your customers leave reviews. Google adds features and updates how local search works.
Keep an eye on your profile and watch for suggested edits from Google. Pay attention to questions customers are asking.
To stay in the top of the listings, a little maintenance goes a LONG way, and that is exactly what we are here to help with. We can take all the GBP management off your hands and keep your profile up to date! Reach out to us for more info today.
You want Google to understand what your business does. That doesn't mean turning every sentence into a pile of keywords. It isn't useful to anyone, including Google.
Write for actual people (please). Clearly explain what you do, where you work, and what customers can expect. Your profile should sound like your business, not an AI bot on the fritz.
Home service companies often work across multiple cities, neighborhoods, or counties. Make sure the areas you legitimately serve are represented accurately on your profile.
The same goes for your services. If you offer water heater repair, drain cleaning, electrical panel upgrades, AC replacement, or other specific services, make sure those services are represented where appropriate.
This gives customers a clearer picture of what you actually do and can help your profile show up for relevant searches.
Your Google Business Profile is often one of the first things a potential customer sees when they search for your company or a service you provide. Give it the attention it deserves.
If you're not sure whether your profile is helping or hurting your local marketing, My Marketing Works can help. We work with trades and home service companies to improve their online marketing and turn more searches into actual customers.
Contact us to audit your Google Business Profile today, and if it needs some work, let's fix it!
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