For home service companies, GMB isn’t just an add-on, or a marketing gimmick—it’s a must-have tool for attracting local customers, building a reputation, and growing your business.
Google My Business (GMB) is essential for home service businesses because it’s one of the most powerful tools to boost local visibility (SEO), establish credibility and trust among potential leads, and not to mention is typically the first place people look specifically for home service businesses.?
Here’s a brief guide on how to setup and maintain your GMB to use it as a powerful marketing tool:
1. Setting Up Your Google My Business Profile
Step-by-Step Process:
- Create a Google Account: If the business doesn’t have one, sign up for a Google account that will be used for GMB.
- Go to Google My Business: Navigate to Google My Business and click on Manage now.
- Enter Business Name: Start typing your business name. If Google already knows about your business, it may suggest it; otherwise, select “Create a business with this name.”
- Choose a Business Category: Be specific here! For example, if you’re a tree service company, choose "Tree Service," not just "Landscaping."
- Enter Location Information: If you serve clients at a business location, enter the address. If you deliver services at clients’ locations (home service businesses typically do), choose "I deliver goods and services to my customers."
- Set Service Area: For home service businesses, this is crucial! Add all cities, counties, and regions where you operate.
- Add Contact Information: Phone number, hours of operation, address and website URL.
- Finish and Manage: Once your basic information is added, click "Finish" to proceed to the verification stage.
Important Tips:
- NAP Consistency: Ensure that your business’s name, address, and phone number match across your website, directories, and social media platforms. Inconsistent information can hurt your rankings in local searches.
- Images: Upload quality photos of your business in action (before-and-after shots of work done, vehicles, team members, your logo). Businesses with photos receive 42% more requests for directions and 35% more click-throughs to websites.
2. Getting Verified & Approved
How to Get Verified:
- Postcard Verification: Google sends a postcard to your business address with a unique code to verify the location.
- Phone or Email Verification: Some businesses, depending on industry or size, may get an option to verify via phone or email. Google will call or email a verification code to the listed number or email address.
- Instant Verification: If your business is already verified through Google Search Console, you may be eligible for instant verification.
Troubleshooting Verification:
- If you haven’t received your postcard, wait at least 14 days, then request a new one through your GMB dashboard.
- Double-check your business information (especially the address) before requesting another postcard.
- Sometimes, Google asks for proof you operate your business out of that location. This could look like submitting some sort of documentation that has your business name and address on the same piece of paper, or submitting a video showing your business is where you say it is.?
3. Optimizing for Local SEO
How to Optimize Your Profile:
- Choose the Right Categories:
- Optimize Your Business Description:
- Leverage Google Posts:
- Update Service Offerings:
- Utilize Q&A Section:
Extra Optimization:
- Make sure your profile is 100% complete. The more information Google has, the better it can rank you.
- Upload new photos regularly. Not only do fresh images boost engagement, but Google favors active listings.
4. Mastering Google Reviews
How to Generate Positive Reviews:
- Ask at the Right Time: After a job well done, ask clients if they would mind leaving a review. Be direct but polite: “Would you be willing to share your experience with us on Google?”
- Make It Easy: Send clients a direct link or QR code that takes them right to your GMB review page via text or email.
- Automate Review Requests: Use a CRM or email tool to automatically follow up with customers post-service, requesting reviews.
How to Respond to Reviews:
- Positive Reviews: Always thank the customer. For example, “Thank you for your kind words, [Name]! We’re glad you were happy with the [service performed].”
- Negative Reviews: Acknowledge their concerns without being defensive. Offer to resolve the issue: “We’re sorry to hear you had a less-than-ideal experience. We’d love to make it right. Please contact us directly at [phone/email].”
- Keep It Professional: Google uses review responses in its algorithm, so staying polite, positive, and solutions-focused can help your ranking. Not to mention, potential customers care much more about how you respond to negative reviews than positive ones!
Incentivizing Reviews (Within Google’s Guidelines):
- Offer internal incentives to your team member who gets the most positive feedback with their name in it. This both incentivizes your team members, as well as gives customers an added reason to leave a review.?
5. Ongoing Google My Business Maintenance
How to Keep Your Profile Fresh:
- Update Hours & Service Areas: Especially important for home service businesses that may operate seasonally or expand into new locations.
- Post Regular Updates: Weekly or bi-weekly Google posts can keep your profile active. Share new services, special offers, and customer testimonials.
- Monitor Insights:
- Resolve Profile Issues: If your profile gets suspended or flagged, it’s often due to issues with verification or misleading information. Resolve this by updating your information and following Google’s guidelines on representing your business.
Best Practices for GMB:
- Check your GMB listing monthly and update it as needed.
- Set reminders to post regularly, especially after big projects or seasonal changes.
- Track how well you rank for local searches (using tools like BrightLocal or Whitespark).
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