Why Google Business Profile matters for Builders
Extensions, loft conversions, and renovations are researched jobs. Your GBP profile is in the mix during that research phase. Photos of finished projects and reviews that describe the project type carry enormous weight.
New build and commercial work attracts developers and businesses. A profile that looks professional and updated signals reliability.
Many builders underestimate the range of searches their profile can show up for. A well-structured GBP services list can cover extensions, conversions, and renovations.
Local Markers helps builders audit their profile, build a comprehensive services list and implement a review collection process.
The right GBP categories for Builders
Choosing the right categories is one of the biggest ranking factors for Google Maps. Here's what we recommend.
Stick to 3-4 secondary categories. More than that can dilute your relevance signal.
Photo strategy for Builders
The right photos build trust before customers even call. Here's what to upload to your GBP.
Foundation and groundwork photos, show the early stages of a build, including footings, block walls rising, and steelwork. Customers searching for builders want to see you handle the structural work, not just the finish.
Mid-build progress, photograph the shell stage, roof timbers, and first-fix stage. Progress shots demonstrate that you manage projects from start to finish and don't cut corners.
Completed extensions and conversions, the finished result photographed from outside and inside. Kitchen extensions and garage conversions are high-value search terms.
Before-and-after renovation work, side-by-side comparison of a property before and after renovation. These are the most compelling images for customers deciding between builders.
Your team on site, a photo of your team working, wearing branded clothing if possible. This shows professionalism and reassures customers about who's coming to their property.
Plant and equipment, if you own your own machinery (diggers, dumpers, scaffold), photograph them on site. This signals capability and reduces the perception of subcontracting.
Getting reviews as a builder
Reviews are the second biggest ranking factor for Google Maps. Here's how to build a consistent stream.
For extension and conversion projects, ask when the customer moves furniture into the new space for the first time. That's the moment they're most impressed with the transformation.
For renovation work, ask at handover when you walk the customer through the finished job. Have the review link ready to text immediately.
For commercial or contract work, ask the project manager or site contact. Reviews from commercial clients carry significant weight with future customers.
Example script: 'Hi [name], really glad you're happy with the [extension/renovation]. A Google review would be a massive help for my business, takes about 30 seconds. Here's the link: [link]'
Common GBP mistakes Builders make
We see these on almost every profile we audit.
Using only 'Builder' as a category and missing 'General contractor', 'Home builder', and 'Remodeler', each of which captures different search intent.
No photos of completed projects, or only photos of the exterior. Interior shots of finished kitchens, bathrooms, and living spaces are what customers want to see.
Services listed as 'building work' instead of: extensions, loft conversions, garage conversions, renovations, groundwork, structural alterations, new builds.
Not responding to reviews, especially negative ones. Unanswered reviews signal to customers that you don't care about your reputation.
No Google Posts for completed projects, builders have the best visual content of any trade. Posting finished projects weekly keeps your profile active and signals relevance to Google.
Leaving business hours as 9-5 Monday-Friday when you're actually available for phone calls or site visits at weekends.
Quick wins you can do yourself
Steps you can take right now to improve your listing.
Primary category 'Building firm'. Add 'Home builder', 'Remodeler', 'Bricklayer' as secondary.
Services: home extension, loft conversion, new build, barn conversion, renovation, structural work, groundworks, brickwork.
Description: 250 words. Project types, team size, areas covered, qualifications.
Upload photos of your five most impressive recent projects.
Set a wide enough service area.
Build review requests into your project completion process.
Respond to all reviews within a week.