Why a Google Business Profile matters
When someone searches "house painters near me" or "exterior painting Arlington MA," Google shows a map with local businesses. Businesses with a complete Google Business Profile — verified, photo-rich, and reviewed — get the vast majority of those clicks. A complete profile is the single highest-ROI action any local painting company can take. And it costs nothing.
Step 1: Create or Claim Your Profile
- Go to business.google.com and sign in with a personal Google account — not a brand account — so you retain access if the business changes.
- Search for your business name. If it exists, click "Claim this business." If not, click "Add your business."
- Enter your business name exactly as it should appear. For CraftCoat: "CraftCoat" — no "LLC," no "Painting," no city suffix unless it is your actual DBA.
- Choose your primary category: "Painter" or "House Painter." Add a secondary category if it describes a distinct service you offer.
Step 2: Fill in Every Field
Google rewards profile completeness. Fill every field, even if it seems minor:
- Address: Use your home address or select "service area" setup to list cities/zip codes instead of a street address.
- Phone: A local landline is ideal. A Google Voice number works too — just keep it consistent everywhere online.
- Website: Even a simple one-page site (like craftcoat.polsia.app) counts. No site? Use your social profiles as a fallback.
- Hours: Be accurate. Mark holidays and seasonal variations. "Open 24 hours" is almost never accurate for a painting company.
- Description: 750 characters allowed. Mention your services, years in business, service area, and what sets you apart. Write for homeowners, not algorithms.
Step 3: Add Photos
Profiles with photos receive significantly more clicks. Upload at least 10, including:
- Logo or profile image (clean background, centered)
- Hero shot of a freshly painted home exterior
- Interior work — living room, kitchen, bedroom
- Before/after shots (clean up the "before" first)
- Team photo — builds trust and shows real people
Rotate photos seasonally to keep the profile looking current.
Step 4: Verify Your Listing
Verification proves you control this business. Google mails a postcard with a code to your address — allow 5-7 business days.
- Don't request another postcard while waiting — it resets the timer.
- Once the code arrives, enter it in your Google Business Dashboard.
- Verified listings display a checkmark badge in search results — this alone increases trust and clicks.
Step 5: Get Reviews
Reviews are the #1 factor in local search ranking and homeowner trust. Strategy:
- Ask in person when you finish a job: "If you loved the work, a quick Google review really helps us grow."
- Text or email a direct review link: business.google.com/l/REVIEW_LINK
- Use Google's "Get more reviews" link feature to generate a shareable short URL.
- Never pay for reviews or offer incentives — Google detects this and penalizes listings.
- Respond to every review, positive and negative. A thoughtful response to a 3-star review shows maturity.
Target: 10 reviews in your first month. 25+ within 6 months.
Step 6: Keep It Fresh
Your Google Business Profile is not "set and forget." Treat it like a social media account:
- Post an update every 2 weeks — a recent project photo, a seasonal tip, a before/after.
- Update hours for holidays and seasons (painting slows in winter — update accordingly).
- Add new photos monthly. Rotate out old ones.
- Log in to your Dashboard monthly to check for new messages or review requests.
Bonus: Local SEO Quick Wins
- Add your business to Apple Maps and Bing Places — same process, same value.
- Ensure your website mentions your service cities on the homepage.
- No keyword stuffing in your business name — Google flags and penalizes this.
- Keep your NAP (Name, Address, Phone) identical everywhere: your website, Yelp, Houzz, Angi, Google. Inconsistency hurts local ranking.