If you’re a contractor and someone in your area searches “masonry contractor near me” or “home addition contractor Boston” right now — do you show up?
If you don’t have a Google Business Profile set up, the answer is no. And that means every single one of those searches is sending potential customers to your competition.
I see this constantly with contractors I work with. They have years of experience, great work, and happy clients — but no one can find them on Google. The fix is simpler than most people think.
Here’s everything you need to know about Google Business Profile and why it’s the single most important free tool for any contractor running a local business.
What Is Google Business Profile?
Google Business Profile (formerly called Google My Business) is the free listing that shows up when someone searches for a business on Google. It’s the box on the right side of the screen — or the map results at the top — that shows your business name, phone number, hours, reviews, photos, and website.
When someone searches for a contractor in your area, Google shows them a list of local businesses. That list is pulled directly from Google Business Profiles. If you don’t have one, you don’t exist in that list.
It’s that simple — and that important.
Why It Matters More for Contractors Than Almost Anyone Else
People don’t search for contractors the same way they search for restaurants or clothing stores. When someone needs a contractor, they’re usually in one of two situations:
They have a specific project in mind and they need someone now. Or something broke and they need it fixed fast.
In both cases, they’re going to Google and they’re going to call whoever shows up first and looks trustworthy. They’re not scrolling through pages of results. They’re not going to three different websites. They’re calling the first few options that show up on the map.
That map is built entirely from Google Business Profiles.
If your profile is set up correctly, with good photos, accurate information, and a few reviews, you have a real shot at being one of those first results. If you don’t have one at all, you’re simply not in the game.
What a Good Google Business Profile Includes
Not all profiles are created equal. A lot of contractors have a basic profile that someone set up years ago and never touched again. That profile isn’t helping you much.
Here’s what a well-optimized profile looks like:
Your business name, address, and phone number are correct and consistent with everything else online. This is called NAP consistency, and it matters more than most people realize.
Your business categories are set correctly. “General Contractor” is not the same as “Masonry Contractor” or “Home Builder.” Choosing the right categories determines which searches you show up for.
Your hours are current. This sounds obvious, but outdated hours is one of the most common issues I see. If Google shows you as closed when you’re actually open, customers will call someone else.
You have real photos of your work. Before and after photos, job site shots, completed projects — these matter. Google prioritizes profiles with photos, and customers trust profiles with photos.
You have at least a few Google reviews. Reviews are one of the biggest ranking factors in local search. Even five or ten reviews can make a huge difference in how prominently your profile appears.
Your business description is written with your actual services and service areas in it. Not just “we do great work” — but “we specialize in custom masonry, brick work, and stone installation serving Greater Boston and surrounding areas.”
The Reviews Question
I know what you’re thinking — getting reviews is awkward. You finish a job, the customer is happy, and asking them to leave a review feels uncomfortable.
Here’s how I think about it: your happy customers want to help you. They just need to be asked and they need it to be easy.
The easiest way to get more Google reviews is to send a simple text or email after you finish a job. Something like: “Hey [name], thanks again for letting us work on your project. If you have a minute, a Google review would mean a lot to us — here’s a direct link.” Then include a direct link to your Google review page.
Most people who were happy with your work will do it. Most people who weren’t happy will not, which is fine — you want authentic reviews anyway.
How to Set Up Your Google Business Profile
Setting up a Google Business Profile takes about 20 to 30 minutes. Here’s the process:
Go to business.google.com and sign in with a Google account. Create a new profile and enter your business name. Google will ask if your business has a physical location customers can visit. For most contractors, the answer is no — you serve customers at their location. Select “I deliver goods and services to my customers” and enter your service areas.
Fill in your phone number, website, business category, and hours. Add photos of your work — at least five to ten to start.
Google will then ask you to verify your business. This usually happens by mail — they send a postcard with a code to your business address. Once you enter that code, your profile goes live.
After it’s live, spend some time writing a strong business description and making sure all the details are accurate.
One More Thing
Google Business Profile is free. It takes a couple of hours to set up properly. And it is one of the most direct paths to getting found by local customers who are actively looking to hire someone right now.
I’ve seen contractors go from invisible online to getting regular calls from Google within a few months of getting their profile set up and optimized. It’s not magic — it’s just showing up where your customers are already looking.
If you want help setting up or optimizing your Google Business Profile, that’s one of the services I offer at Mendes Design Co. Feel free to reach out.
Adriano Mendes is the founder of Mendes Design Co, a web design and SEO agency serving small businesses and contractors in Greater Boston. He also owns and operates North Heritage Construction Corp.