I missed last Friday (for good reason). Brittany and I welcomed our new baby girl (Annalee) into the world, so I’m getting in some much-needed family time. Everyone is healthy and well behind on sleep!
The Most Common Google Business Profile Mistake
I've looked at more than 100 Google Business Profiles for home service contractors in the last few months. And I keep seeing the same problem, over and over: the profile tells me the company's story, but it doesn't tell Google what jobs they actually do.
Here's what I mean. A lot of contractors set up their GBP when they first launch — fill in the basics, get it verified, move on. Then three years go by and the business description still reads something like: "Family-owned and operated, proudly serving homeowners in the area for over 30 years." That's a great mission statement. It does nothing to get you found when someone types "plumber in Asheville NC" into Google Maps.
Google needs specifics. What services do you provide? What type of customer do you serve — residential, commercial, or both? What cities and towns are you working in? If that information isn't in your profile, Google has no reason to show you for it.
The same problem shows up in the services section. Most contractors list their primary category — say, Electrician — and stop there. But if you also do generator installs, EV charger hookups, panel upgrades, and residential rewiring, those need to be listed individually. Your GBP should have 20 to 30 specific services. That's not excessive — that's how Google learns which searches to match you to. When a homeowner in Charlotte types "ceiling fan installation near me," Google needs to see that you actually offer that service before it puts you in front of her.
One more thing: your business name, phone number, and address need to be identical on your GBP, your website footer, and every directory you're listed in — Angie's List, the Chamber of Commerce, Thumbtack, wherever. Google cross-references all of that to confirm you're a real, consistent business. Even small variations (like "St." vs. "Street") create doubt. Aim for 50 to 100 consistent listings across the web over time.
Your GBP isn't a set-it-and-forget-it tool. It's a living profile — and every update you make is a signal to Google that you're active and relevant.
The Quick Apply
Step 1: Open your GBP dashboard and read your business description out loud. If it doesn't mention specific services, service areas, or customer types, rewrite it — aim for 3 to 5 sentences that actually describe the work you do and who you do it for.
Step 2: Go to your Services section and count how many you have listed. If it's under 15, spend 20 minutes adding every specific service you offer. Think sub-services — not just "HVAC" but "AC tune-up," "mini-split installation," "furnace repair," "heat pump replacement."
Step 3: Google your own business name and compare what's on your GBP to what's in your website footer. Phone number, business name, address — they should be letter-for-letter identical.
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Contractor Question
Q: I set up my Google profile years ago and it's verified. Do I really need to go back and update it?
A: Yes — and I'd do it this week. Google rewards active profiles. That means recent photos, updated services, replies to reviews, and accurate hours. A profile that hasn't been touched in two years is a signal to Google that you might not be in business anymore. It takes about an hour to do a solid audit and cleanup, and the upside is more calls from people who are already looking for what you do.
Keep going!
— John