Why the profile matters more than your website
When someone searches a service near them, Google shows the Map pack - three local businesses - above the regular results. Most clicks and calls go there. If your profile is incomplete, you're invisible in the spot that matters most.
The checklist
Claim and verify the profile. Use your exact business name, address, and phone (NAP) - identical everywhere online. Pick the most specific primary category (e.g. 'Plumber', not 'Contractor'). Add every service you offer. Write a real description with your service area. Add 10+ photos of real work, trucks, and team. Set accurate hours, including emergency availability.
What moves the needle after setup
Post updates weekly. Respond to every review. Keep your services and hours current. Add new photos monthly. Consistency signals to Google that the business is active and trustworthy - and that's what ranks you in the pack.