Two very different people tap a pool company's map pin: the homeowner over green water on a Saturday, and the family collecting three quotes on a build. One listing answers both, and it answers with twelve things you control. Answer them here and get a score out of 100, gaps ranked by the points you gave up.
Run the free tool ↓Pull your listing up on a phone or a second screen and answer from what is on it today, not what you meant to set up. Twelve taps, a couple of minutes, no signup and no email wall, and your score and fix list appear right here.
Prefer a full page? Open the Google Business Profile Audit tool here.
Twelve questions, a score out of 100, and a ranked list of what you gave up. Four of the twelve are the ones a pool company has to think about rather than answer from memory.
The rest you can answer without stopping to think: verification, completeness, review count and recency, replies, Google Posts, a seeded Q and A, and whether messaging is on and watched. How those answers turn into a number is on the general Google Business Profile audit page.
Two limits. It grades what you report, not what is actually set. And it cannot see how far your pin sits from the person searching, which in a route business is the difference between a job that pays and a detour.
Three bands, and they are blunt: 85 and up reads Strong, 60 to 84 is decent with real gaps, under 60 is needs work.
A strong pool result looks much the same twice over: the listing set up as a service business rather than a shop, a primary category pointed at where the money actually is, the four offers listed separately, and photos going up while the route runs. A weak one is rarely a single bad answer. It is a profile filled in the week the company opened and never opened again, which holds fine until the first heat wave.
The list under the score is a punch list, not a diagnosis. It prints the six biggest holes in what you reported, sorted by points given up, so the top line is where your own answers were weakest, not proof that closing it puts your truck in the three results for the next green pool call. How the Map Pack works covers what sits outside the number.
Both are made up, with round numbers.
Say a two-truck weekly service company in a year-round market, two hundred accounts. Verified, but the primary category is swimming pool contractor, left over from the years the owner was building. Six photos from a couple of seasons back, around forty reviews with the newest from last summer, no posts, services blank, Q and A empty. Bottom band, under 60, and the six printed fixes open with posts and review recency, then photos, then the category rows and the empty services list. The category is still the one-minute job: primary to pool cleaning service, contractor down to secondary. The services list is an afternoon, because it means deciding in writing what a weekly visit covers and whether chemicals are in the price. Photos cost nothing after that: one clean pool a day, off a phone.
Now imagine a builder and renovator keeping a small service book between projects. Verified, primary swimming pool contractor, correct in this case. Twenty five reviews, newest a couple of months old, replies on all of them, build photos going up steadily. No posts, nothing seeded in Q and A, messaging on with nobody watching, so the honest answer there is no. Middle band, short list, and posts head it. The cheap item is the Q and A, and for a builder it is the one that pays: a prospect pricing a build wants to know how long the job takes, who pulls the permits, and whether you service what you build.
Neither list predicts a ranking.
A homeowner weighing three pool companies runs a short mental checklist, and the listing can settle most of it before anybody picks up the phone:
Nearly all of that fits in the services list, the description and the seeded questions, which is where to start. The same facts belong on the site behind the pin: the website report card grades that side, the AI visibility checker covers whether assistants name you, and the wording of replies belongs to the review response writer.
Most of the fix list is owner work and it is cheap. Switching a category, filling the services list, seeding questions and uploading photos cost one afternoon, and that afternoon exists in March, not in July. What never finishes is worth handing off: posting through a whole season, and a review ask on the same trigger for every customer, not only the pleased ones.
When that becomes somebody's job, ongoing local SEO with profile work in it runs $1,500 to $3,500/month for most companies, and $3,500 to $7,500/month in competitive metros or multi-location operations. Month to month, with the listing and the accounts in your name. To hold a quote against a number, run what a pool company should pay or read how much SEO costs. The ongoing version sits under Google Business Profile and local SEO, and the trade page is pool service websites and SEO.
This audit is free with no email wall, like the more than 50 free tools at kellywm.com/tools. Orlando based, working with local service businesses nationwide since 2008.
Only one can be primary, so pick the side you want the pin competing for. If the weekly route is the annuity and repairs are the margin, pool cleaning service goes up front and contractor drops to secondary. If construction is the business and service holds customers between projects, flip it. Habit is not a reason to leave it on contractor.
The audit never asks about your address, so it does not move the score. It matters anyway. A pool company with nowhere a customer would walk in is a service area business, and a home address left visible on the listing is a known source of trouble. Set the service area to the towns where a full day of work exists.
The recency question asks how new your newest review is, so a summer-only pattern reads as stale for half the year. The fix is not a campaign. You are at every account weekly, more customer contact than most trades get, so pick a trigger that runs all year: a repair closed out, a filter cleaned, an opening booked.
In freeze markets the opening calendar fills weeks before anybody swims, so a January post is what books April: the opening schedule, cover and liner work, heater replacements, what a closing includes. In year-round markets there is no off season, only a change of shape. Storm debris, pollen, longer runtimes in a heat wave.
Only if somebody will answer it. The question asks whether messaging is on and monitored, and switching it on with nobody watching is worse than leaving it off: a homeowner staring at green water on a Saturday reads silence as an answer. If the office is one person and a phone, answer no and make the number obvious.
No, and the audit does not claim it. It covers what you control on the listing: verification, categories, completeness, photos, reviews, posts, services, questions, messaging. Distance from the searcher and the companies running the same streets are not in the number. Read it as gaps you can close.
Google Business Profile Audit: full tool page and methodology · Marketing for pool service and construction companies · AI Visibility Checker for Pool Companies · Website Report Card for Pool Companies · What Should You Pay? for Pool Companies · Review Response Writer for Pool Companies · All free tools
The route fills one account at a time, the build calendar fills months ahead, and both start at the same map pin. Fix the category and the services list this week, and if you want a second opinion on the site behind that listing, we will build a free concept mockup of your homepage.
Book a free consultation → Or call/text directly: (407) 694-2055Tell us a little about the business and we will come back with an honest read: what we would fix first, what it costs, and whether you need us at all. Prefer to see work before you talk numbers? Get a free homepage mockup, built for your business, yours to keep either way.
Brandon reads every one of these himself. You will hear back shortly with an honest read on what we would do first, what it costs, and whether it is worth it for you.