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Resource Checklist Beginner

Google Business Profile Setup Checklist

A step-by-step checklist for setting up and fully optimizing your Google Business Profile. Covers verification, business info, photos, reviews, and ongoing optimization for local search visibility.

Your Google Business Profile (GBP) is one of the most powerful free tools for driving local customers to your business. A fully optimized profile can dramatically increase your visibility in Google Maps and local search results. Use this checklist to make sure yours is set up correctly.

Account Setup and Verification

  • Create or claim your Google Business Profile at business.google.com
  • Select the correct primary business category (be as specific as possible)
  • Add 2-3 secondary categories that accurately describe your services
  • Complete the verification process (postcard, phone, email, or instant verification)
  • Confirm your business name matches your real-world signage exactly (no keyword stuffing)

Business Information

  • Business address is accurate and matches your website and other directory listings
  • Phone number is a local number (not a toll-free number, unless that is your primary line)
  • Website URL points to the correct page (homepage or a dedicated landing page)
  • Business hours are set and accurate, including holiday hours
  • “From the business” description is written (750 characters max, include key services and location naturally)
  • Service area is defined (if you serve customers at their location rather than yours)
  • Attributes are filled in (wheelchair accessible, free Wi-Fi, women-owned, etc.)

Photos and Visual Content

  • Logo is uploaded (square format, at least 250x250 pixels)
  • Cover photo is uploaded (landscape, shows your storefront or team)
  • At least 5-10 additional photos showing your business interior, products, team, and work
  • Photos are high quality, well-lit, and authentic (no stock photos)
  • New photos are added at least once per month to keep the profile fresh

Reviews and Engagement

  • You have a process for asking satisfied customers to leave a Google review
  • You respond to every review (positive and negative) within 48 hours
  • Negative review responses are professional, empathetic, and offer to resolve the issue offline
  • You have created a short review link to share with customers

Posts and Updates

  • You have published at least one Google Business Profile post (update, offer, or event)
  • Posts include a call to action (Learn More, Call Now, Visit, etc.)
  • You commit to posting at least once per week to keep your profile active

Products and Services

  • Products or services are listed with descriptions and prices (if applicable)
  • Each product/service has a clear, keyword-rich description

Ongoing Optimization

  • Check your profile monthly for Google-suggested edits and verify accuracy
  • Monitor the Q&A section and answer questions promptly
  • Review your GBP Insights monthly to understand how customers find and interact with your profile
  • Update business hours for holidays and special events in advance
As your Google Business Profile starts generating calls and inquiries, make sure you have a system to track every lead. SMBcrm helps small businesses capture, organize, and follow up with local leads so none fall through the cracks.

Why This Matters

Businesses with complete Google Business Profiles are 70% more likely to attract location visits and 50% more likely to lead to a purchase. Taking 30 minutes to work through this checklist can have an outsized impact on your local visibility and foot traffic.

Come back to this checklist every quarter to make sure your profile stays accurate and fully optimized as your business evolves.