Is your Google Business Profile working for you?
Work through the complete checklist yourself. When you want evidence and priorities for your specific business, continue with the free audit.
Inside your guide
The complete self-service profile checklist
Check the areas customers see, understand why each one matters, and follow a clear action for anything that needs attention.
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Profile basics
Start here. Open your Google Business Profile and check each item against what you see.
Claim and verify your profile
Why: Verification confirms that you are authorized to represent the business and unlocks owner actions such as replying to reviews.
Action: Sign in to the Google account that should manage the business, find the profile on Google, and follow the verification method Google offers.
Business name matches your real name
Why: Adding keywords to your business name ("Mario's Pizza – Best Pizza in Town") violates Google's guidelines and can get your profile suspended.
Action: Use your exact business name as it appears on your signage and legal documents. Nothing more, nothing less.
Correct address and pin location
Why: A wrong pin means Google Maps sends customers to the wrong place. They get frustrated and may leave a bad review before they even arrive.
Action: Check your pin on Google Maps. If it's off, update it in your Business Profile dashboard.
Phone number is correct and answered
Why: A disconnected or wrong number tells Google (and customers) that your business may not be active.
Action: Call your own listed number. Does it ring? Does someone answer?
Business hours are accurate (including holidays)
Why: "Open" on Google but closed in reality means angry customers. Google also uses hours to determine when to show your business in results.
Action: Set regular hours, special hours for holidays, and update them whenever they change. Even being 30 minutes off matters.
Business description is clear and complete
Why: The description helps customers understand what you offer, who you serve, and what makes the business relevant to them.
Action: Write 2-3 sentences about what your business does, who it's for, and what makes you different. Use natural language, not keyword stuffing.
Photos
Check whether your photos help customers understand what to expect before they visit or contact you.
A useful set of clear, current photos
Why: Profiles with few or outdated photos make it harder for customers to understand the location, team, products, or work they can expect.
Action: Upload photos of your space (interior and exterior), your team, and your work. Use a phone camera in good lighting – professional photography is nice but not necessary.
Cover photo and logo set
Why: A logo helps customers recognize your business, while a cover photo represents it visually. Google may still choose a different photo to display first.
Action: Set a cover photo that shows the best version of your business. Set your logo. Both should be high resolution.
Reviews
Reviews can influence customer trust and local visibility. Check how consistently you request and respond to them.
Respond consistently and promptly
Why: Thoughtful responses show potential customers that you pay attention. The right response time depends on your team, but reviews should not be left unattended.
Action: Set a daily reminder to check and respond to reviews. Keep responses personal – mention something specific from their review.
Build a steady flow of recent reviews
Why: Recent reviews give prospective customers a current view of the business. A realistic pace depends on how many customers you serve.
Action: Invite eligible customers consistently after a genuine visit or job. Never offer incentives or hand-pick only likely positive reviewers. TrustMint can automate the fair, repeatable request.
TrustMint automates this
Don't ignore negative reviews
Why: A thoughtful response to a negative review actually builds trust. Future customers read your response, not just the complaint.
Action: Acknowledge the issue, apologize for their experience (not necessarily admitting fault), and offer to make it right offline.
Engagement
These are easy to overlook. Check if you're using all the engagement features Google offers.
Share useful Google updates when relevant
Why: Google Posts can help customers discover timely offers, events, photos, or business updates directly from your profile.
Action: Share a photo, a special offer, an event, or just a quick update about what's new. It doesn't need to be long – one photo and two sentences is enough.
Review the contact options shown to customers
Why: Google retired the original Business Profile chat feature. Depending on eligibility, customers may still see phone, website, booking, text, or WhatsApp options.
Action: View your profile as a customer and confirm every available contact option is correct and actively monitored.
Add your website link
Why: A relevant website link gives customers a clear place to learn more, book, order, or contact you.
Action: Add the primary website or landing page that accurately represents this location and keep the link working.
Business-specific additions
Extra checks for your type of business
Open the section that matches your business. The free audit selects the relevant section automatically.
Restaurant-specific tips
These tips are tailored specifically for restaurants, cafes, and food businesses.
Restaurant-specific tips
These tips are tailored specifically for restaurants, cafes, and food businesses.
Upload your menu
Why: Google shows menus directly in search results. Customers browsing nearby restaurants check the menu before deciding. No menu means skipped.
Action: Add your menu in your Business Profile under the Food menu editor, or upload a clear photo of your printed menu.
Add food category tags
Why: Tags like "Italian", "Vegetarian-friendly", "Dine-in", "Takeout" help you appear in filtered searches.
Action: Check your attributes in Business Profile settings. Add all that apply – dine-in, takeout, delivery, outdoor seating, reservations, etc.
Add reservation link
Why: Customers who can book directly from Google are more likely to choose you over a competitor who makes them call.
Action: If you use a reservation system (TheFork, OpenTable, etc.), add the booking link to your profile.
Upload food photos (not just interior)
Why: People eat with their eyes first. A photo of your signature dish does more than a photo of your dining room.
Action: Take well-lit photos of your 5-6 most popular dishes. Natural light, clean background, no filters.
Salon & spa-specific tips
These tips are tailored specifically for hair salons, beauty salons, and spas.
Salon & spa-specific tips
These tips are tailored specifically for hair salons, beauty salons, and spas.
List all your services with prices
Why: Customers want to know what you offer and how much it costs before booking. Salons that list services get more appointment requests.
Action: Add each service (haircut, coloring, manicure, etc.) with a price or price range in your Business Profile.
Upload before/after photos
Why: Your work is visual. Before/after photos are the most compelling proof of quality for salons.
Action: With your client's permission, photograph their transformation. Upload regularly – aim for 2-3 new before/after photos per month.
Add booking link
Why: A direct booking button in Google results removes friction. The easier it is to book, the more appointments you get.
Action: Connect your booking system (Fresha, Booksy, etc.) or add a direct link to your online booking page.
Service business-specific tips
These tips are tailored specifically for tradespeople and service-area businesses.
Service business-specific tips
These tips are tailored specifically for tradespeople and service-area businesses.
Set your service area correctly
Why: You don't have a storefront – customers search "plumber near me" and Google needs to know which areas you cover.
Action: In your Business Profile, set your service area by cities, postal codes, or radius. Be specific – covering an entire country means you won't rank anywhere.
Add your emergency/after-hours availability
Why: Many service calls are urgent. If you're available 24/7 or on weekends, make that clear.
Action: Set special hours if you offer emergency service, and mention it in your business description.
Upload photos of completed work
Why: Customers can't see your work before hiring you. Photos of clean installations, repaired pipes, or finished jobs build trust.
Action: Get in the habit of photographing every completed job (with permission). Upload 2-3 per month.
List your specific services
Why: "Plumber" is generic. "Boiler repair, pipe installation, bathroom renovation, emergency callouts" tells customers exactly what you do.
Action: Add specific service types in your Business Profile. The more specific, the more targeted searches you'll appear in.
Medical & dental-specific tips
These tips are tailored specifically for medical practices, dental offices, and healthcare providers.
Medical & dental-specific tips
These tips are tailored specifically for medical practices, dental offices, and healthcare providers.
List your services and specialties
Why: Patients search for specific treatments ("teeth whitening near me", "pediatric dentist"). Listing services helps you match these searches.
Action: Add all services you offer as attributes in your profile.
Add insurance/payment information
Why: One of the first things patients check. Listing accepted insurance or payment options reduces friction.
Action: Add accepted insurance providers and payment methods in your profile attributes.
Use professional, reassuring photos
Why: Medical environments can be intimidating. Warm, welcoming photos of your reception area, team, and clean treatment rooms reduce anxiety.
Action: Invest in one set of professional photos. Avoid stock photos – patients can tell.
Want a deeper analysis?
Let TrustMint review the evidence for you
The free audit checks the public profile, visible rating and review count, customer paths, and nearby context for your selected business. It adds evidence to this checklist and prioritizes the next actions.
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Guide questions
Before you begin
Is this an automatic Google Business Profile audit?
No. It is a self-service checklist with practical explanations and actions. You compare each item with the profile you manage.
Do I need to sign in or connect my Google account?
No. Work through the checklist directly on this page. TrustMint does not request Google account access or change your profile.
How is this different from the free Google audit?
This guide is a general checklist you verify yourself. The audit checks the public evidence for your selected business, adds nearby context where available, and prioritizes what to do next.