Google Business Profile checklist for remodelers

What should a remodeler's Business Profile include?

A remodeler's profile should give the correct business name, one primary category, the right service areas, current hours, a working phone number and website link, and real photos of finished work. Google's help pages describe the rules for each of these. A complete profile is the basis for appearing in Maps and in AI-generated answers about local businesses.

The checklist below turns each item into something you can confirm. Each row has a "done when" test you can check in about ten minutes.

Which categories should you choose?

Choose one primary category and as few others as possible. Google's guidance is to use as few categories as possible to describe your core business, and to pick categories that complete the statement "This business IS a ...," not a list of everything you do.

For a kitchen and bath company, that might mean "Kitchen remodeler" as the primary category, with "Bathroom remodeler" as an additional category. Add a category for a trade you do often and can document with photos. Skip categories for work you only do occasionally.

Google's Business Profile help says the first category field is the primary category, and that you can select up to nine more. The primary category must be the same across all of your locations, so a multi-location company needs to choose one that fits every branch.

How should your service areas be set up?

List the cities, ZIP codes or other places you serve, and be as specific and accurate as possible. Google's guidance says that a service-area business should hide its street address from customers. If you run the business from a home address, that address should not appear on the profile.

Set the area to what you actually drive to for jobs. A wide radius that you do not serve leads to calls from customers you cannot take, and it makes your local signals less precise. Review the list each season, because crews and territories change.

Which photos should you upload?

Upload photos of your storefront or office if you have one, your vehicles and crew, and finished projects. Google's photo guidance recommends exterior photos, since they help customers recognize the business. Add exterior photos first, then interior and project photos on a regular schedule.

Use photos you took of your own work. Name the file with the trade and town, for example "bathroom-remodel-oak-park.jpg," and add a caption when you upload. Photos that show the finished work, the before-and-after, and the crew are more useful to a homeowner than a stock image.

How do you handle reviews and replies?

Ask every customer for a review in the same way, with no reward, no request for specific wording, and no pressure to leave one before they leave the job site. Google's prohibited and restricted content policy bars incentives for reviews and selectively asking only happy customers to post. Breaking that rule can get your reviews removed.

Reply to every review, the good ones and the bad ones. BrightLocal's 2026 Local Consumer Review Survey of 1,002 US adults found that 89% expect businesses to respond to reviews, and 80% are more likely to use a business that replies to all of its reviews. Keep replies short and specific: thank the customer, name the job or area if it fits, and for a complaint, give a direct way to resolve it offline.

Track how often you get new reviews, not only the average star rating. The same survey found that 74% of consumers look for reviews written in the last three months, so a steady trickle matters more than one burst.

What should you do about Q&A?

Check your dashboard for the Q&A section before you plan around it. Google's Business Profile help page still describes Q&A for select business categories and regions, with answers that can be posted by the business. Several agency reports from late 2025 say Google retired the public Q&A section and replaced it with AI-generated answers. I could not confirm that change against a Google announcement.

If your profile still shows Q&A, answer the common questions there in the same words you use on the website. If it does not, the same information belongs on your trade and town pages, where it can be checked against the site.

Should you post updates?

Posts are optional. If you post, keep a cadence you can sustain, such as one short post a month about a finished project, a seasonal reminder, or a service area you added. Link each post to the matching page on your site. I could not verify Google's current posting rules or retirement dates for post types, so check the Business Profile help center before you build a schedule around a feature.

How do you link the website and track calls and quote requests?

Link the profile to the trade or town page that matches the location, not only to the homepage. Add UTM parameters to that link, such as "utm_source=google&utm_medium=gbp&utm_campaign=profile," so your analytics can separate profile visits from other traffic.

For calls, use a tracking number on the website and in the profile, or record which calls came from the profile at the start of each call. For quote requests, add a source field to the form that records the page the visitor came from. Count both each month for the same period. A number that does not move over three months tells you the profile is not doing its job, even if the star rating looks good.

Basekey's Growth package includes Google Business Profile setup, local pages for each town you serve, and a monthly lead report on Autopilot. If you want to see how a site for your company would connect to your profile before you decide anything, the free mockup is at basekey.org.