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Overview
A practical audit for home service contractors - Google Business Profile, citations, reviews, city pages, and technical basics. Work through each section before you scale ad spend.
Check each item against your live profiles and website. Flag gaps in red, schedule fixes by tier, then re-audit in 90 days.
Pro tip: Fix NAP inconsistencies and GBP category errors before building new city pages. Citation cleanup often beats new content for Map Pack movement.
Checklist sections
Google Business Profile (GBP) Fix first
- Primary category matches core service (e.g. Plumber, Roofing contractor)
- Secondary categories added for each major service line
- Business name matches legal name - no keyword stuffing
- Address / service-area settings match how you actually operate
- Phone number is local tracking or main line (consistent sitewide)
- Website URL points to homepage or best landing page
- Hours accurate including seasonal or emergency hours
- Services section populated with descriptions
- 10+ recent photos (team, trucks, completed jobs)
- Weekly Google posts scheduled (offer, update, or project)
NAP & Citations Fix first
- Canonical business name, address, phone format documented
- Google Business Profile NAP matches website footer
- Top 10 citations audited (Google, Apple, Bing, Yelp, BBB, Facebook)
- Industry directories claimed (Angi, HomeAdvisor, Houzz if relevant)
- Duplicate listings identified and merge requested
- Suite / unit formatting consistent everywhere
Reviews & Reputation This month
- Review request process after every completed job
- Average rating 4.5+ with 50+ reviews (or plan to get there)
- Owner responses within 48 hours on all reviews
- Negative reviews addressed professionally with resolution
- Reviews mention city + service keywords naturally
On-Page & City Pages This month
- Dedicated page per primary service (repair, install, emergency, etc.)
- City or service-area pages for each market you target
- Unique H1 with service + location on money pages
- Click-to-call and form above the fold on mobile
- LocalBusiness + Service schema on key pages
- Internal links from blog/resources to money pages
Technical & Tracking Ongoing
- Google Search Console verified and monitored
- GA4 + call tracking (CallRail or similar) installed
- Core Web Vitals passing on mobile (PageSpeed Insights)
- HTTPS sitewide, no mixed content
- XML sitemap submitted and indexed pages growing
Do this · Not that
| Do | Don't |
|---|---|
| Use one NAP format everywhere | Let old addresses live on directories |
| Build city pages with unique copy | Copy-paste the same paragraph per city |
| Respond to every Google review | Ignore or argue with negative reviews |
| Track calls from GBP and ads separately | Guess which channel drove the job |
Delta Marketing · Home service marketing for US contractors. This guide is educational only. Results vary by market, trade, and competition. Not a guarantee of rankings or lead volume.
