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Avoid These Costly Google Profile Errors That Hurt Your Local Rankings
Your Google Business Profile (GBP) is the most powerful free tool available to contractors today. But even the best builders can make small mistakes on their profile that lead to big losses in visibility, credibility, and leads.
In this guide, we’ll break down the most common GBP mistakes contractors make—and exactly how to fix each one so you get found, trusted, and hired more often.
🚫 Mistake #1: Using the Wrong Category
What Happens:
If your primary category is too broad—or worse, incorrect—you won’t show up for your main services.
Fix:
✅ Use “General Contractor” as your primary
✅ Add secondary categories like:
- Kitchen Remodeler
- Bathroom Remodeler
- Construction Company
- Deck Builder
- Basement Remodeler
Your primary category impacts what you rank for first. Choose your top moneymaker.
🚫 Mistake #2: Leaving the Services Section Blank
What Happens:
Google (and customers) don’t know what you actually do. You miss out on keyword relevance for your niche services.
Fix:
✅ Fill in detailed service items like:
- Basement Finishing
- Kitchen Renovations
- Bathroom Remodels
- Full-Home Renovations
✅ Add a short description with your city/town included
Example:
“We handle custom basement renovations in Hamilton including permits, insulation, drywall, and flooring.”
🚫 Mistake #3: No Project Photos (Or Using Stock Images)
What Happens:
Your listing feels generic or fake. Homeowners scroll past you in favor of contractors with real, visual proof.
Fix:
✅ Add high-quality photos:
- Before & after
- In-progress
- Your crew, tools, trucks
- Kitchens, bathrooms, basements
✅ Upload at least 3–5 per month to stay fresh
📸 Google rewards active profiles—and clients trust what they can see.
🚫 Mistake #4: Not Asking for the Right Kind of Reviews
What Happens:
Even with 5 stars, your reviews may lack keywords and local signals, making your profile less visible in search.
Fix:
✅ Ask happy clients to:
- Mention the type of renovation
- Include the city or neighborhood
- Describe the outcome or result
Example:
“We hired Modern Reno Co. to finish our basement in Burlington and they nailed it—professional, on time, and excellent workmanship.”
🛠️ Send the review link via text/email right after the job wraps up.
🚫 Mistake #5: No Google Posts or Updates
What Happens:
Your profile looks inactive—Google may push you down in rankings, and prospects may assume you’re too busy (or out of business).
Fix:
✅ Post once or twice a week:
- “Just completed this bathroom reno in Oakville”
- “Now booking for Fall projects in Mississauga”
- “FAQ: Do I need a permit for a deck in Toronto?”
✅ Keep it short, visual, and client-focused
🎯 Posts drive engagement—and help you stand out from less active competitors.
🚫 Mistake #6: Not Expanding Your Service Area
What Happens:
You only show up in your immediate city, even though you serve a wider region.
Fix:
✅ Add up to 20 service areas you actually serve:
- Mississauga
- Oakville
- Etobicoke
- Vaughan
- Richmond Hill
- Brampton
✅ Also mention these in your services and posts
📍 This increases the number of local searches you appear in—without needing a second location.
🚫 Mistake #7: No Tracking or Audit Routine
What Happens:
You don’t know if your profile is working—or where the leads are coming from.
Fix:
✅ Add UTM tracking links to your website & call-to-action buttons
✅ Use Google’s Insights tab monthly to review:
- Calls
- Website clicks
- Direction requests
✅ Do a quarterly audit: update photos, services, and posts
🧰 Summary: The Fix-It List for Contractors
| Mistake | Fix |
|---|---|
| Wrong category | Set primary + secondary correctly |
| Blank services | Add keyword-rich, city-specific offerings |
| No real photos | Post real project photos monthly |
| Weak reviews | Prompt clients to include project + location |
| No posts | Publish updates 1–2x weekly |
| Limited area | Add all nearby cities you serve |
| No tracking | Use UTM links + monthly review of Insights |
✅ Next Steps
- 📞 Book a free GBP audit to spot these issues on your profile