Who this checklist is for
This Google Business Profile checklist is for owners and managers of local businesses: shops, clinics, salons, cafes, agencies, anyone whose customers find them by searching on Google or Maps. Your profile is often the first thing a customer sees, and a half-filled one quietly loses you calls, directions and walk-ins to the business next door.
Use it when you set a profile up, when you take over an existing one, or as a quick audit before you spend on ads that send people to search for you. Work down the list in order. The quick wins are first, the bigger jobs are later, and every item is something you can check yourself in a few minutes.
The 20-point Google Business Profile checklist
Verified business badge
Google mainly shows profiles it trusts. Check for the verified badge in your dashboard, and if it says unverified, request a code by post, phone or video.
Correct primary category
Your primary category decides which searches you appear for. Pick the one that matches your core service, not a broad guess.
Secondary categories added
Add every other service you offer as a secondary category so you show up for more related searches.
Real local phone number
Use a local number that rings your business, not a shared call-centre line. It builds trust and matches your other listings.
Exact business hours
Wrong hours cost you walk-ins and earn you bad reviews. Confirm each day, including the ones you are closed.
Holiday hours set
Set special hours for festivals and public holidays so customers are not turned away at a locked door.
Service area defined
If you travel to customers, list the areas you cover so you appear in searches from those places.
Ten or more photos
Profiles with photos get more calls and direction requests. Add at least ten clear, recent photos of your place, team and work.
Logo and cover image
Set a clean logo and a strong cover photo so your profile looks like a real, run business at a glance.
Products and services listed
List your products and services with short descriptions and prices so customers know what you offer before they call.
Description with keywords
Write a description that says plainly what you do and where, using the words customers actually search for.
Website link added
Link to your website or a landing page so visitors can learn more and get in touch without hunting for it.
Booking or WhatsApp link
Add a booking, call or WhatsApp button so a search turns into a conversation in one tap.
Q and A seeded
Post the questions customers always ask, with your own answers, so nobody is left guessing or gets a wrong answer from a stranger.
First five reviews collected
Reviews are the single biggest trust signal. Ask five happy customers for an honest review to get the profile moving.
Every review replied to
Reply to every review, good or bad, politely and by name. It shows you are active and that you care.
A weekly Google post
Post an update, offer or photo each week. An active profile tends to rank better and looks alive to customers.
UTM tags on links
Add UTM tags to your profile links so your analytics can show how many visits the profile really sends you.
Duplicate listings removed
Duplicate or old listings split your reviews and confuse Google. Search your name, find any duplicates and report them.
Owner access, not staff
Make sure the business owner holds the primary account, not a former agency or ex-employee, so you never lose control of the profile.
Questions about the Google Business Profile checklist
How long does it take to work through this checklist?
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