The 5-minute Google Business Profile audit every tradesperson should do right now

If you've got five minutes between jobs today, this is worth doing.

Most local service businesses we speak to assume their Google Business Profile is fine. They set it up a while back, it's got a few reviews on it, and nobody's complained. Job done.

Except it's usually not fine. And the gaps — the ones you can't see from the outside — are quietly costing you jobs every single week.

Here's a quick audit you can do yourself right now. Pull up your Google Business Profile on your phone and work through each one. Be honest with yourself as you go.

Step 1 — Check your categories

Go to your profile and look at how many categories you have listed.

If the answer is one — just "hairdresser" or "Plumber" or whatever your main trade is — that's your first problem.

Google allows you to choose up to ten categories. Every category you add is another type of search you can show up for. A roofer with only one category is invisible to anyone searching for flat roofing, guttering, fascias, chimney repairs or emergency roof repairs — even if they do all of those things every single week.

What to do: Add every relevant secondary category you can. Think about every type of job you take on and find the closest matching category Google offers.

• ✓Good: Roofer / Roofing contractor / Flat roofing contractor / Guttering service / Chimney service
• ✗Not good: Roofer

Step 2 — Check your services

Now look at your services list. How many have you got?

If the answer is fewer than twenty you're leaving ranking signals on the table. Every service you list tells Google more about what you actually do — and the more signals Google has, the more searches it can match you to.

Don't just list broad services either. Break them down. "Roofing" is one service. "Emergency roof repair," "flat roof installation," "EPDM rubber roofing," "pitched roof repair," "lead flashing replacement" — those are six.

What to do: List every single service you offer, as specifically as possible. Think about the exact words a homeowner would use when searching for that type of job.

• ✓Good: 20-30 specific services listed
• ✗Not good: 3 broad services listed

Step 3 — Count your photos

Open your photos tab and count how many you've got.

If the answer is fewer than twenty — and especially if the only photo is your logo — this needs fixing today.

Google wants to see that you're a real, active business. Photos of your work, your team, your van, jobs in progress, and completed projects all tell Google — and your potential customers — that you're legitimate, experienced, and busy.

What to do: Upload at least twenty photos. Mix it up — work photos, team photos, your vehicle, before and after shots. Then keep adding new ones every month. If you're on any of our plans we handle this automatically for you.

• ✓Good: 20+ photos, regularly updated, mix of work and team shots
• ✗Not good: One logo uploaded three years ago

Step 4 — Read your business description

Find your business description and read it. Really read it.

Is it blank? Is it two sentences? Does it mention your services? Does it mention the areas you cover? Does it sound like a real business that a homeowner would trust?

Google gives you 750 characters for your business description. That's not a lot but it's enough to tell Google what you do, where you do it, how long you've been doing it, and why customers choose you. Every character you leave unused is a missed opportunity.

What to do: Write a description that uses all 750 characters. Include your main services, your service area, your experience, and something that builds trust. Don't keyword stuff — write it for a human first, Google second.

• ✓Good: Full 750-character description covering services, area and experience
• ✗Not good: Blank, or "We are a roofing company based in Manchester."

Step 5 — Check your NAP consistency

NAP stands for Name, Address and Phone Number. Bear with us — this one matters.

Open your Google Business Profile and note down your exact business name, address and phone number. Then open your website and compare them character for character.

Are they identical? Not similar — identical. "St" versus "Street." "07700 900123" versus "07700900123." These tiny differences are enough for Google to question whether your Business Profile and your website belong to the same business. And if Google isn't sure, it won't rank you as highly as a business it completely trusts.

What to do: Make sure your name, address and phone number match exactly — on your Google Business Profile, your website, and every other directory you're listed on.

• ✓Good: Identical NAP across Google, website and all directories
• ✗Not good: Slight variations in format or spelling anywhere

How did you do?

If you worked through all five and ticked every box — genuinely, well done. You're ahead of most of your competitors and your profile is in good shape.

If you found gaps — and most people do — don't panic. Every single one of these is fixable. None of them require technical knowledge. And fixing them can have a meaningful impact on your Google Maps ranking within weeks.

Here's a quick scorecard:

• 5 out of 5— Your GBP is in great shape. Focus on keeping it active and building reviews.
• 3 to 4 out of 5— You're close. Fix the gaps and you'll see movement fairly quickly.
• 1 to 2 out of 5— There's significant work to do but also significant opportunity. The good news is your competitors probably look the same.
• 0 out of 5— This is actually good news. You've got the most room to improve and the fastest results ahead of you.

What happens after you fix these?

This is the foundation. Get these five things right and you're already ahead of the majority of roofing businesses in your area.

But it doesn't stop here. Keeping your profile active — regular posts, consistent photo uploads, responding to every review — is what separates the businesses sitting comfortably in the top three from the ones hovering just below them.

The businesses at the top of Google Maps in your area aren't there by accident. They've got the right setup and they're keeping it active. That's the whole game.

Want to know exactly where your business stands?

Book your FREE FOUND Audit and we'll personally review your website, Google Business Profile, reviews and local visibility — then show you your official FOUND Score and exactly what to fix first.

No obligation. No hard sell. Just honest advice.