The 12-Point Google Business Profile Audit for WA Service Businesses

If you’ve got 45 minutes this Saturday and want one weekend job that moves the dial more than any website edit you’ll do this year — this is it.

Google Business Profile is the single biggest leak we find when auditing WA small businesses. A half-built profile costs you more local jobs than a slow website.

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Quick answer

A Google Business Profile that wins local jobs has three things going for it: accurate basics (name, hours, service areas), enough photos and reviews to look real, and monthly activity that signals “open for business.” The 12 checks below cover those three areas — grouped so you can knock them out one section at a time.

The Subiaco plumber lesson

A plumber in Subiaco we audited had: no photos, four reviews, the wrong hours, and didn’t show up for “plumber near me” in his own suburb.

Competitor up the road: 187 reviews, posting weekly, photos for every service.

Guess who got the next 50 calls.

That’s the gap. And closing it doesn’t cost money — it costs a weekend.

1. The basics

1a. Business name matches your signage and website exactly. “Joe’s Plumbing” on your van, “Joe Plumbing Co.” on Google, “Joe’s Plumbing & Gas” on your site — Google reads that as three different businesses. Pick one. Stick to it everywhere.

1b. All service areas listed. Servicing 10 suburbs but only listed in one? You’re invisible in the other nine. Add every suburb you genuinely service (don’t fake it — Google catches that).

1c. Categories set correctly. Primary category = the main thing you do. Add 2–3 secondary categories for related services. “Plumber” + “Hot water system supplier” + “Drainage service” is stronger than “Plumber” alone.

1d. Hours accurate, including public holidays. WA public holidays are the most common slip-up. ANZAC Day, Foundation Day, Boxing Day — flag these in advance. A customer who shows up to a closed shop usually doesn’t come back.

2. The signals

2a. 10+ photos uploaded. Work in progress, finished projects, premises, team, vehicles. Phone photos are fine — better than stock, better than nothing. Update monthly.

2b. Posting at least once a month. Google Posts go inside your profile. Offers, project updates, “we’re booking February in now.” Tiny effort, real ranking signal.

2c. 25+ reviews. Below 25 reviews, you look new. Above 25, you look established. The fastest way from 8 to 25: ask every customer for the next 6 weeks.

2d. Average rating 4.4+. Below 4.4 and customers start to wonder. Above 4.5 and you’re in the same trust band as the big chains.

3. The activity

3a. You respond to every review within 7 days. Good ones: short thank-you, name the customer. Bad ones: stay calm, take it offline, never argue in public. Even a one-line reply signals “we’re paying attention.”

3b. Services list filled in with descriptions. Not just service names — short descriptions. Adds keywords Google can rank you for, helps customers self-qualify before calling.

3c. Questions & Answers section has at least 3 questions answered. Google lets you add questions and answer them yourself. Use real ones — “Do you do emergency callouts?” — yes, with hours and surcharge. Same questions you’d put in your website FAQ, but inside Google.

3d. Website link points to a working page. We audit profiles where the linked page 404s. Test yours by clicking the link in the profile, on your phone. If it doesn’t load, that’s a “do today” fix.

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Score yourself

Count your ticks: ___/12

Most WA owners we audit sit at 4 or 5. Anything above 9 puts you in the top 10% for your suburb.

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What to fix first this weekend

If you scored under 6, work in this order:

1. Fix hours and categories (15 min)
2. Add 10 photos taken on your phone (30 min)
3. Reply to your last 5 reviews (15 min)
4. Write 5 service descriptions (45 min)
5. Set a calendar reminder to post once a month (5 min)

Total: about 2 hours over a weekend. Expect a measurable lift in calls within 30 days.

Want help with the rest?

The Look-See Audit goes deeper — local citation audit, competitor benchmarking, review acquisition strategy. $400 one-off, 50% credited if you continue with Swan Ops within 60 days.

👉 Book a free 15-min yarn

FAQ

How often should I update my Google Business Profile?

Monthly is the minimum — one post, fresh photos if you’ve got new work. Weekly is better if you can manage it.

How do I get more reviews without being annoying?

Ask at the right moment — when the customer is happy, immediately after the job. Send a direct link to your review form (Google gives you one). Don’t follow up more than once.

Do Google Posts actually do anything?

Yes, in two ways. They’re a small ranking signal, and they show up in the knowledge panel, where customers see them. Not magic, but compounding.

📥 Grab the Weekend Reset PDF →