Free owner checklist
Google Business Profile audit checklist for UK local businesses.
Work through the profile as a customer would: first for accuracy, then clarity, trust and the route to taking action. This is a practical review, not a promise of rankings.
Business identity
Check that the displayed business name represents the real-world business and that the profile links to the authoritative website and contact route.
Contact details and hours
Compare the profile's phone number, website, opening hours and special hours with the information customers see elsewhere.
Category and services
Use the most accurate available primary category and add genuine services customers can actually buy. Avoid categories chosen only to chase search traffic.
Description and attributes
Explain the business clearly using verifiable facts. Confirm that relevant attributes, facilities, service areas and accessibility details are accurate.
Photographs
Use current, representative images that help a customer understand the premises, team, work or experience. Remove reliance on outdated or misleading imagery.
Website customer journey
Follow the journey from the profile to the website. A customer should quickly understand the service, location, evidence and next step for calling, booking or enquiring.
Reviews and responses
Invite genuine customers without incentives or review gating. Respond professionally and never purchase, fabricate or selectively manipulate feedback.
Owner approval and access
The business owner should control the profile and approve material changes. Agencies or helpers should use authorised manager access rather than claiming ownership.
The useful standard
Accurate enough to trust. Clear enough to act on.
A strong profile should represent the real business, help the right customer understand it and provide a straightforward next step. It should not depend on fake reviews, keyword stuffing or unsupported claims.
Prefer a second pair of eyes?
Profile Sprint completes the focused review for £65.
One business location, priority findings, evidence-based wording and an owner-approval plan. Delivery is normally within 48 hours after payment and all requested facts are received.