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A 20-point audit of your Google Business Profile

Open your Business Profile alongside this page and answer. You will see your score, what could cost you the profile or your reviews, and what to fix first. Each point comes from Google’s guidelines and is explained in our Google Business Profile guide.

00What type of business do you have?

This adjusts the points that vary by sector: the description, the photos and how to reply to reviews.

01Is your profile verified?

Without verification you cannot reply to reviews and your photos are not shown.

02Is the primary owner an account that belongs to your business?

Your agency, or whoever helps you, should be added as a manager. That way you do not lose the profile if you change provider.

03Is the profile name the same as the name on your sign, your website and your invoices?

No added specialism, city or slogan.

04Do you have just one profile per office or premises?

No separate profile for each specialism and no old duplicates.

05Is the address a physical location with a permanent sign or plaque?

Virtual offices and PO boxes do not count. A coworking space only counts if it has your signage and your own staff there during opening hours.

06Does your service area follow Google’s rules?

Only if you travel to your clients, with no more than 20 areas and no further than about 2 hours’ drive away. If you have no service area, choose “Not applicable”.

07Do your opening hours show when someone is actually available, with public holidays set as special hours?

If you only see people by appointment, Google asks you not to list opening hours.

08Is the phone number a local number that you control?

No external call centres or premium-rate numbers.

09Is the linked website your business’s own, and can Google crawl it?

If you have several offices, link each one to its own page.

10Is your primary category the most specific one that describes what your business is?

From Google’s list, the one that says what you are, not every service you offer.

11Do you have only a few additional categories, all describing what you are?

None added just as a keyword.

12Is every service you can back up listed, with a description?

This is where you explain your specialisms without touching the profile name.

13Do your service names say only what you do?

No prices, phone numbers or personal data.

14Is your description 750 characters or fewer?

No links or promotions.

15Are all the attributes you have ticked accurate?

For example, an accessible entrance.

16Are there real photos of the exterior, the interior and the team?

No customer data in view.

17Are the practitioner profiles for people who deal with the public?

One per person, with their own name and not the business name. If there are no individual profiles, choose “Not applicable”.

18Do you ask all your customers for a review, with the official link and without pressuring them?

For example, when the service is finished. Without pressuring anyone on your premises.

19Do you ask for reviews without incentives, without filtering anyone out and without asking for stars?

No reviews from employees or relatives either.

20Do you reply to reviews without giving the customer’s personal data?

Nothing about their order or their visit beyond what they say in the review.

Google’s guidelines checked on 2 October 2026. This is guidance, not legal advice.

Answer all 20 points to see your score.

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(01)(Frequently asked questions)© 2026

Frequently asked questions

Straight answers to what people ask us before we start.

Where do the 20 points come from?

From Google’s guidelines for representing your business and the Business Profile help pages, checked on 2 October 2026. Each point links to its source. The full explanation, with examples, is in our Google Business Profile guide for law firms.

Why do some points carry more weight than others?

Because, according to Google, breaking some of them can cost you your profile or your reviews. Those count twice as much as a rule and four times as much as a good practice, and they come first in the list of things to fix.

If I score 100, will I come first on Google Maps?

No. Google ranks local results by relevance, distance and prominence. A profile in good order is the foundation, but it does not change where the searcher is or how much people talk about you. And nobody can guarantee you a position.

Do you store my answers?

No. The score is calculated in your browser. If you accept analytics, we only record which level you get, never your answers.

Shall we go through it with you?

We look at your profile, your reviews and who Google shows instead of you, and tell you what to change first.

Let’s talk about your caseWork out what a client is worth

Or email us at [email protected] or message us on WhatsApp.