The 7 most common Google Business Profile mistakes (and quick fixes)

These are the mistakes we see most across thousands of UK profiles, each with a fix you can do today.

• 1. The profile isn't claimed. Unclaimed = you can't reply to reviews, fix details, or add photos. Fix: search your business on Google Maps → "Own this business?" → verify.
• 2. Wrong or vague primary category. It silently controls which searches you appear in. Fix: set the most specific accurate category; add honest secondaries.
• 3. Out-of-date hours. Wrong hours = a customer standing outside a closed door, then a one-star review. Fix: check holiday hours every season.
• 4. Unanswered reviews. Silence reads as "doesn't care" to the next customer. Fix: reply to everything, even two lines; answer criticism calmly and specifically.
• 5. Old or missing photos. Profiles with fresh photos get more calls and direction requests. Fix: add 5-10 real photos this week (work, team, premises).
• 6. No services or description. Google and AI assistants can only repeat the facts you give them. Fix: list every service; write a clear 250-word description.
• 7. Inconsistent name/address/phone. Mismatches across the web erode trust signals. Fix: make your website footer match your profile exactly.

Want to know which of these is actually hurting you? The free audit checks all seven against your real profile, run it free.

Frequently asked questions