Google Business Profile checklist for St. Louis businesses (after verification)

Your Google Business Profile (GBP) is often the first thing people see when they search for your business or services in St. Louis. It shows up in the map pack, in local search results, and when people Google your business name directly.

If your GBP is incomplete, inconsistent, or outdated, you're losing leads to competitors who took 30 minutes to set it up properly.

This checklist walks you through exactly what to do after your profile is verified—so you can start showing up in local search and converting more map pack clicks into customers.

Step 1: Choose the right primary category

Your primary category is the most important signal you send to Google about what you do. Get this wrong and you won't show up in the right searches.

Examples:

If you're an HVAC company, use 'HVAC Contractor'—not 'Contractor' or 'Home Services'
If you're a law firm specializing in personal injury, use 'Personal Injury Attorney'—not just 'Attorney'
If you're a CPA, use 'Certified Public Accountant'—not 'Accountant'

Google provides a list of categories. Pick the ONE that most closely matches your primary service. Don't overthink it—just pick the most specific match.

You can add secondary categories later, but your primary category is what Google weighs most heavily.

Should I add multiple categories?

You can, but don't go overboard. Add 2–4 secondary categories if they're relevant and you actually offer those services.

Example: An HVAC company might add 'Air Conditioning Repair Service,' 'Furnace Repair Service,' and 'Air Duct Cleaning Service.'

But don't add random categories just to show up in more searches. Google will figure it out and it can hurt your rankings for your primary service.

Step 2: Add your services

List the specific services you offer. These should match the services on your website service pages.

Why? Because Google looks for consistency. If your GBP says you offer 'AC Repair' but your website doesn't mention it, that's a red flag.

Keep service names clear and specific:

Good: 'AC Repair,' 'Furnace Installation,' 'Duct Cleaning'
Bad: 'HVAC Stuff,' 'Heating and Cooling,' 'We Do It All'

You can add pricing (if you have flat rates or starting prices), but it's optional. Most service businesses skip this because pricing varies by job.

Step 3: Set your service area

If you go to customers (plumber, electrician, home services), set your service area instead of showing a physical address.

Be honest about where you actually serve. Don't claim you serve the entire state if you only serve St. Louis city and county—Google rewards relevance, not reach.

You can list specific cities, ZIP codes, or draw a radius. I recommend listing specific cities/neighborhoods so it's clear and specific.

Step 4: Upload real photos

Your GBP should have at least 10–20 photos:

Your logo (square format, at least 250x250px)
Cover photo (landscape format, shows your work or team)
Photos of completed work (before/after shots work great)
Photos of your team (real people, not stock photos)
Photos of your truck, storefront, or office if relevant

Don't use stock photos. Google can tell, customers can tell, and it hurts trust. Real photos of your actual work and team perform better.

Add new photos every month. Google favors active, updated profiles.

Step 5: Write a clear business description

Your business description is the 'About' section on your GBP. It's a short paragraph (up to 750 characters) that explains what you do, who you serve, and why you're different.

Keep it simple and focused:

What services you offer
How long you've been in business
What areas you serve
What makes you different (family-owned, licensed, fast response, etc.)

Example for an HVAC company:

'Family-owned HVAC company serving St. Louis since 2005. We specialize in AC repair, furnace installation, and duct cleaning for homes and small businesses. Licensed, insured, and available for same-day service. Call us at (314) XXX-XXXX.'

Don't keyword-stuff. Write for humans. Google is smart enough to understand what you do without you repeating 'St. Louis HVAC' 10 times.

Step 6: Set your hours (and keep them updated)

Make sure your hours are accurate. If you're closed on holidays, mark those as special hours.

If you offer emergency or after-hours service, add that in your description. You can't officially mark yourself as '24/7' unless you actually are.

Step 7: Add attributes

Attributes are little tags that describe your business: 'Veteran-owned,' 'Women-led,' 'Free estimates,' 'Online appointments,' etc.

Add the ones that are accurate and relevant. Don't add attributes you don't actually offer—Google will ask customers to verify them, and fake attributes hurt your reputation.

What to do weekly (to stay visible and active)

Setting up your GBP once isn't enough. Google rewards active profiles with better visibility. Here's what to do regularly:

Post once a week

GBP posts are short updates that show up on your profile. They expire after 7 days, so you should post weekly.

What to post:

Completed projects with photos
Special offers or seasonal promotions
Quick tips related to your service
Answers to common questions

Keep posts short (100–200 words), add a photo, and include a call-to-action button (Call, Book, Learn More, etc.).

Upload 1–2 new photos per month

Fresh photos signal to Google that your business is active. Add photos of recent work, new team members, or your truck/storefront.

Reply to EVERY review

Respond to every review—good and bad—within 24–48 hours.

For positive reviews: Thank them and mention the specific service they hired you for. ('Thanks for the kind words, John! We're glad we could help with your AC repair.')

For negative reviews: Stay professional, apologize if appropriate, and offer to make it right. Don't argue or get defensive. Other people read these responses.

How this connects to your website

Your GBP and website should reinforce each other:

Services listed on GBP should match services on your site
Business name and address should match exactly
Phone number should match
Photos should match (use the same images on both)

Google looks for consistency. If your GBP says one thing and your website says another, that's a trust issue.

If your website is fast, clear, and optimized for local SEO, your GBP clicks will convert better. If your site is slow or confusing, you're wasting those GBP impressions.

What to do next

Go through this checklist and make sure your GBP is fully set up. It's free, it takes an hour, and it's one of the highest-ROI things you can do for local visibility.

And if you want to make sure your website is converting those GBP clicks into leads, get a free website audit here or reach out for help.

FAQ

How long does it take to see results from GBP optimization?

You'll usually see increased impressions and clicks within 2–4 weeks after fully optimizing your profile. But it's not one-and-done—you need to stay active (weekly posts, photo uploads, review responses) to maintain and improve visibility.

Should I use Google Ads or just focus on GBP?

GBP is free and should be optimized first. Google Ads can help you show up faster, but if your GBP and website aren't set up right, you're paying for clicks that don't convert. Fix the free stuff first, then consider ads if you want to accelerate growth.