If you want more calls from Google Maps, don't treat your Google Business Profile (GBP) like a one-time setup. Treat it like a revenue asset. The nine GBP settings that consistently move the needle are your primary category, services, service area/address setup, hours, phone number, website link, business attributes, business description, and photos.
When those are dialed in (and kept consistent with your website), you'll usually see two things happen: you show up more often for the searches you actually want, and the leads you do get are less confused.
The mistake most lawn and landscape companies make is spending time on "extras" while ignoring the basics. Google's local results are heavily influenced by relevance and trust. These nine settings are where relevance is defined and trust is reinforced. If you fix these in the right order, you'll improve visibility and conversion without turning your GBP into a daily chore.
1. Primary Category
Your primary category is the strongest "what you are" signal in the entire profile. Pick the category that best matches the service you most want to sell and most consistently deliver.
Don't choose a category just because it sounds broader. Instead, opt for the one that matches the searches you want to win.
2. Services
Your services list isn't decoration. It's one of the simplest ways to help Google match you to specific searches.
Add only the services you truly provide, keep naming consistent, and make sure your most important services are present and easy to scan.
3. Service Area & Address Setup
Service area and address setup is where a lot of lead quality is won or lost. If you serve customers at their properties, your service area needs to be accurate and tight enough to reflect where you actually want to work.
Overexpanding this "just to reach more people" often creates low-quality leads and inefficient routing.
If you have a public office location, your address setup should be correct and consistent. If you don't, don't force an address that creates confusion.
4. Hours & Special Hours
Your hours should match reality, especially during peak season. Wrong hours create missed calls, missed leads, and bad reviews.
Special hours matter just as much. Holiday closures, weather-related changes, or seasonal shifts should be updated so people don't call when nobody can answer.
5. Phone Number
Having a phone number on your GBP sounds obvious, but it's where the biggest tracking and consistency mistakes happen. Your GBP phone number should route to the right team and be consistent with your website and other listings.
If your phone number is wrong or rings a dead line, every other optimization is pointless. If you use call tracking, be disciplined about how it's implemented so you don't create a mismatch across the web.
6. Website Link
Your website link is a conversion lever, not a formality. Link to the most relevant page for the intent you want—typically a strong "main services" or high-performing lead page—so potential prospects land where they can quickly call or request an estimate.
Check Your Links Regularly
Make sure to double-check your website link on GBP regularly. Broken links and wrong destinations quietly kill leads.
7. Business Attributes
Attributes help qualify leads before they ever contact you. If Google offers attributes that match how you actually operate, enable them.
Think of attributes as quick filters that reduce confusion and improve conversion. However, don't enable anything you can't honor. Misleading attributes are a fast path to complaints and bad reviews.
8. Business Description
Your business description should be clear, specific, and low-fluff. In plain language: who you serve, what you do, and where you do it, plus one or two real differentiators.
A simple structure works best:
- Lead with your core services
- Clarify your service area
- Highlight what makes you reliable
Avoid stuffing keywords—clarity always wins.
9. Photos
Photos build trust faster than paragraphs. The goal is to look active, legitimate, and consistent.
At minimum, the logo and cover photo on your GBP should be clean and professional. Then, build a habit of uploading real photos of crews, equipment, before/after, and completed work regularly so prospects see recent proof that you're active and credible.
GBP Optimization Is Available as Part of Our Growth Programs
If you want help tightening up your Google presence so it drives more qualified calls, our team at Lawnline Marketing will help optimize your GBP and website, so searchers turn into booked work.
GBP optimization is available as part of our Growth Programs, which offer all-inclusive digital marketing solutions to take your green industry business to the next level. Call (813) 944-3400 to schedule a consultation!
