For most local service businesses, the Google Business Profile outperforms the website on raw visibility. That leads people to conclude the site does not matter. What actually happens is that the listing earns the impression and the site converts it — and when they disagree, both underperform.
Make them match
- Name, address and phone number identical, character for character, in both places.
- Hours the same, including holidays. A listing that says open and a site that says closed loses the call.
- Services on the listing that each have a matching page on the site to link to.
- The same photos, at the same quality. The listing photos are usually the best asset a contractor has and they are sitting unused on the website.
Use the listing's photos on the site
Owners upload job photos to their listing constantly and almost never to their site. Those photos are your proof. Pulled onto service and area pages — cropped properly and compressed — they do more work than any stock image you could license.
Reviews belong in both places
Reviews live on the listing, but review markup on your own pages is what puts rating stars beside your site in search results. Pull the reviews through, attribute them correctly, and mark them up.
One thing to fix today
Search your business name on a phone. Look at the listing, then tap through to the site. If the two feel like different companies — different photos, different tone, different hours — that is the gap, and closing it is the cheapest ranking work available to you.
