Google Business Profile–formerly Google My Business–allows home improvement contracting companies to reach new, prospective customers on Google Search and Google Maps.
Think of it as the 21st century’s version of the Yellow Pages listing…but with the ability to do SO MUCH more than a traditional YP listing.
It’s one thing to have a GBP (Google Business Profile) but it’s another thing to actually use it to your advantage, something so many businesses do not do.
What I’m going to cover:
• Why you should have an Active Google Business Profile
• How a GBP works (to your benefit)
• What goes on a GBP
• How to optimize your Google Business Profile
Why Your Home Service Company Needs an Active Google Business Profile
With 97% of consumers primarily learning about local businesses online, having an ACTIVE Google Business Profile is a no-brainer. For one, it’s totally free. Like free, free. And having one in general is such a no-brainer that Google gives you one whether you want it or not! After some time of your website on the internet, if you have not set up your Google Business Profile account, they will create one and leave it unclaimed, until (hopefully) you do.
If you need help claiming your profile, there is no shame in that. But you need to fix it ASAP. As in right this darn second…and I have the perfect resource for you!
But an active Google Business Profile does 4 main things:
• It allows you to show up in Google Search and Google Maps
• Is the bible of Reviews for your service business
• Can drive tons of calls to your line or visitors to your website
• This will be the first touchpoint many of your prospects will have with you
Your listing will be eligible to show up in two places, search and maps.
If you’ve searched for a business on Google before, you’ve probably noticed the map that shows up near the top of your search with pinpoints to businesses relevant to your search.
Here’s what that looks like:
This is called the “map pack”. This will show for location-specific queries, ie. “Roofers near me” or “Cincinnati Roofers”, etc.
Ranking highly in the map pack drives a metric butt-ton of traffic if you consistently show there.
Data says there has been a 200% increase in “near me” searches since 2020…I know I do it all the time. Showing up here is paramount.
If you don’t have a Google Business Profile, good luck showing up when someone searches relevant search terms that would pertain to your business on Google Search AND Google Maps.
Not good!
To understand why you need a profile, it will help you to know HOW exactly a GBP works in your favor.
How a Google Business Profile Actually Works
Contrary to common belief, a GBP is not just a passive listing on the interwebs. If your profile is active, meaning you consistently update your page with new photos, new reviews, and new posts (more on this later), then you are signaling to Google that your business is alive and well and that people like you (your 5-star reviews, remember?)
Google, at its core, exists to fulfill people’s needs by sending them to helpful websites/solutions. Google makes its money by having people use their platform (money made through advertisers). As consumers, we go to Google every day to search for a solution to any number of problems we may have.
That act makes us a customer of Google, even though we aren’t buying something from Google itself. As a smart company, Google wants to please us, so we return time and again to utilize their search service and click on the ads (so Google makes money).
If Google sends us to crappy websites or business profiles, we aren’t likely to be happy with Google for sending us a crappy result. Thus, we might try Microsoft Search or any other search engine.
Google will prioritize two things–companies with great Google Business profiles (lots of 5-star reviews, consistently active) and ones with good websites (well built and plays well for local Search Engine Optimization).
Makes sense, doesn’t it? If Google wants to give me a positive search experience, it better send me to a business with an active profile. That profile indicates to Google that you’re likely to solve my problem…a happy search result that will keep me coming back to Google for more searching, but more importantly, it is quite possible I’ve found the company that I will pay money to solve my problem.
Now on the flip side, if your home improvement company has an inactive or sparsely active profile, Google is likely to rank you lower when people search terms relevant to your service. You’re signaling to Google that you might not provide a top-notch service and therefore, you will rank way lower when people search for you.
What Goes on a Google Business Profile?
There is a long list of what can be displayed on a Google Business Profile but here are the basics:
• Company Address
• Phone Number
• Website
• Company hours
• Reviews
• Company Description
• Products or services
• Categories you serve
• Service area
• Photos
• Click to website and call buttons
• Get directions button
• Links to social button
• Posting section
As I mentioned earlier, your Google Business Profile is like an old Yellowpages listing on steroids. Now instead of just a name and number, your new prospects can access all the data they need to research you and contact you immediately.
A 2022 study (credit: MediaCaptain) shows that 64% of consumers started their consumer journey by viewing the company’s Google Business Profiles. It makes having all the above essential in being accurately listed on your profile!
How To Optimize Your Google Business Profile
You may have deduced this already but the best way to optimize and utilize your profile to it’s maximum capability is to constantly update your profile and get 5-star reviews from real customers.
That may sound easy, but like many things, it’s easier said than done.
Let’s start with optimization # 1:
5-star reviews
Nothing holds more weight than consistently getting 5-star reviews for your business on your profile. Plain and Simple.
Google needs to know that the profiles they’re sending searchers to are highly rated by more than just a few people, especially in highly populated or competitive areas.
Nothing says this home improvement company rocks more than a 5-star review from a real customer.
So I always recommend asking for those 5-star reviews from every client you’ve had and every client moving forward. If you’re truly doing 5-star work and the client is happy, then there should be no barrier to asking for a kind review.
A little hack that I provide all my clients with: TapTag. These are like little hotel key cards that when held up to a smartphone will automatically open your Google profile review link directly to your phone.
So after a job well done, simply ask the client if they’re satisfied (good practice anyway) and if they’d be willing to leave a 5-star review for your business. Client says yes, hold up the tag to their phon, and instantly pulls up your link.
The client can then take 1 minute and write you a nice little review.
HINT: Help the client with what to say… “If you’d be so kind as to write this review, please leave us 3-4 sentences on what you loved about our service/product. If you could leave a few images too that’s even better!”
This little hack will instantly get you more reviews than playing the ‘half-hearedlty asking for a review, sending them a link 4 days later, and client forgetting to fill it out’ game. Strike while the iron is hot and get those reviews!
One last note on reviews…reply to each and every one from the owner’s account. It’s one thing to get reviews, it’s another thing to not say thank you!
For one, it’s the kind thing to do, and two, Google thinks so as well and will take notice. Google is more favorable to accounts that get 5-star reviews AND the owner replies with a thank you.
And for the possible less than 5-star reviews? Use that review as an opportunity to rectify whatever the reviewer is mentioning as a problem. Sometimes the reviewer may be in the wrong, and you can politely correct that and mention why in your reply. You can also help address this offline, rectify whatever may need rectifying, and politely ask the reviewer to either remove or re-review the negative review.
Never be rude or condescending, even if the reviewer is doing so! Your replies are read by your future prospects and will showcase how you handle adverse scenarios.
Optimization # 2:
Add photos to your profile often
People love visualization. As consumers shopping for a home improvement company, we want to see your work! We want to get a glimpse of your craftsmanship and visualize our new or improved project, whether it be a deck, roof, patio, driveway, you name it.
Consistently adding photos of your work does two things: it provides prospects with the ability to see what they could get in working with you and it shows Google you’re good at what you do and you display it.
Doing it consistently gives fresh views of your work to searchers and it continually shows Google you’re alive and well and producing great work. The latter is very important because feeding the Google beast never ends. It doesn’t matter that you added 25 photos 9 months ago. Google needs to know you’re actively doing good work to keep you high up in their rankings.
Adding 5-10 new photos every other week is a good practice, but the more (and often) the merrier.
Photos that are ideal include project photos, before and afters, images of your team smiling and looking sharp, images of your team on the job, images of your trucks/trailers and anything you feel is worth sharing with the world!
Note: Make sure your images are high quality. This is pretty avoidable these days with our high-end smartphones but make sure images do not display as too grainy or low quality.
Optimization # 3
Post regularly in the Posts section
The posting section of your profile allows you to post updates or offers in a similar style to posting on social media and can include a photo with the post. This is an excellent opportunity for you to stay consistent with showing Google you’re engaged and showing searchers anything new in your business or discussing your offerings.
This may seem like overkill, “ugh, one more place I need to make a post on!” But I’d argue this one may be the most important. Though prospects may or may not care too much about your posts section, this is a prime way to signal to Google that you are consistent and active.
I recommend doing this at least twice per week, though you can do it every day if you so choose! Picking a schedule and sticking to it is key.
Optimization # 4
Keep your hours updated and map out the days you’re closed
This one is short and sweet but very important. Keep your hours up to date (especially if you operate a showroom) and map out the days you will be closed, such as holidays.
Nothing is worse than trying to contact or visit a business and discovering they’re closed when their profile says they’re open! It’s a horrible first prospect experience and makes it likely they won’t want to do business with you.
So make sure your hours are set properly and equally important, schedule out the days you know you will be closed in advance…Memorial Day, 4th of July, Labor Day, Thanksgiving, Christmas, etc.
In the Hours section of your profile you can notify Google of the days you will be closed this year and the profile will automatically set those days to display as closed.
You can even set special hours on certain days if needed. For example, maybe you’re open the day before Thanksgiving, but only until noon instead of 5pm. You can set those hours ahead of time and rest easy knowing no one could mistake you for being open if they find you via your profile.
Conclusion
Owning, operating, and consistently being active on your Google Business Profile is one of the single most important online marketing tools a home improvement company can take advantage of.
The upside in terms of calls to your business and website clicks from your profile is too large to ignore.
And it’s FREE to use!
A total no-brainer. So my advice is to take this information to heart and improve and stay consistent on your profile if you aren’t already.
And if this is something you simply don’t have time or desire to stay up on (and who could blame you, you’re extremely busy running your business) then my team and I are here to help you stay on top of it by taking this headache off your plate and doing it for you.
Simply contact us now or give us a call if you want to discuss getting your profile professionally managed. We live for this type of stuff so you don’t have to!