A homeowner planning a kitchen does not start on your website. They start on a map, with three listings and a grid of photos, and they come back to those listings for weeks before anybody gets a call. This audit scores how your Google Business Profile holds up in that window: twelve questions, a number out of 100, and a ranked list of what to fix first.
Run the free tool ↓Pull up your Business Profile in another tab, the version a homeowner studies while your bid sits next to two others, and answer the twelve questions below about it. It takes a couple of minutes, nothing connects to your Google account, and there is no email wall: the score and the fix list appear right here.
Prefer a full page? Open the Google Business Profile Audit tool here.
A plumber's listing gets judged in a hurry by somebody standing in water. Yours gets studied. A homeowner weighing a kitchen opens your listing beside two competitors and comes back to all three over several weeks. A few of the twelve checks carry more freight when the sale runs that long.
The total lands in one of three bands: strong, decent with gaps, or needs work. For a remodeling company the band matters less than which points you gave up.
A weak result is usually lopsided, not empty. Remodelers rarely fail the photo question, because you take job photos anyway. What fails is everything that takes a habit: posting, replying, seeding questions, keeping the services list current. A wall of good photos with nothing moving behind it reads like a company that got busy and quit answering the phone.
A strong result is mostly maintenance. Verified, one specific primary category, the project types you sell listed as services, photos added as jobs wrap, a post when something finishes. Twelve small things that are nobody's job until somebody makes them their job.
What the score cannot do: it does not know how far your shop sits from the homeowner searching, which stings in a trade where you will gladly drive an hour for the right addition and the map still sorts by distance. It cannot see a competitor's listing either. Read it as a punch list, not a forecast. The weighting and the limits are laid out on the general Google Business Profile audit.
Both companies below are invented. The point is what the ranked list does with a given set of answers.
Say a kitchen and bath company answers this way: verified, primary left on the generic contractor option, no secondaries, fields mostly filled, more than ten photos but rarely added, a couple dozen reviews with the newest from earlier in the year, replies sometimes, no posts, a few services listed, no Q and A, messaging off. That comes back 49, needs work, and the six fixes print in this order: post weekly, set a specific primary category, add every secondary you qualify for, seed the Q and A, fill the remaining fields, then get back on a monthly photo cadence.
Now imagine a design build firm where somebody minds the profile: verified, complete, specific primary, several secondaries, more than fifty reviews with a new one this month and a reply on all of them, messaging on. But photos are added rarely, posts are occasional, services are thin, and the Q and A is empty. That comes back 83, decent with gaps, and the list is four items: post more often, seed the Q and A, get back on a photo cadence, list the services in detail.
Different problems. The first company is missing structure, the second is missing habits, and the order of the list is what separates them.
The profile is the front door, not the house. Behind it a remodeling company needs pages that explain the process, show projects in depth, and answer the permit and timeline questions at length. Google cross-references the site you link from the listing, so the two back each other up or they do not.
Buying leads is the other route: one homeowner's kitchen inquiry gets sold to several remodeling companies at once, and the flow stops the month you stop paying. A listing and a site you own keep working, and the finished basement that quietly refers the neighbors for years never comes with a per-lead invoice. Ongoing work on both is on the remodeling page.
Most of the fix list is free and boring. A primary category takes a minute. Seeding Q and A is one afternoon writing down what your estimator answers on every call. Photo cadence costs whatever it costs to shoot the finished job before the homeowner moves furniture back in.
What costs money is somebody owning it week after week while you are running jobs. That is ongoing local search work: $1,500 to $3,500/month for most businesses, and $3,500 to $7,500/month in competitive metros or multi-location operations. Month to month, no long contract, accounts stay yours. For detail, read the SEO cost guide or run what should you pay for remodelers. The profile side alone sits under Google Business Profile management.
This audit is free, one of more than 50 free tools published at kellywm.com/tools, no email wall. Kelly WM is Orlando-based, working with local service businesses nationwide since 2008.
It depends on the work you want more of. The audit rewards the most specific accurate category, so if your revenue is mostly kitchens, kitchen remodeler as primary with general contractor as a secondary describes you better. If the work is genuinely split across additions and basements, general contractor is the honest answer.
Slowly, and that is normal for this trade. The review count question rewards volume, so a remodeler finishing six or eight large projects a year answers lower there than a shop running several calls a day, and there is no trick around it. Recency and replies are separate questions though, and both are fully in your control: six kitchens a year still means a review from this month with a reply under it.
The job that just wrapped. The one starting Monday. A permit that finally came through. A material lead time worth warning people about. A before and after from the archive. Posts do not have to be clever, they have to show the company is still working while the homeowner decides.
The ones your estimator answers on the phone all day. Who pulls the permits. How long the kitchen is out of service. Own crews or subcontractors. Whether there is financing. Write the honest answer, including the ones that disqualify people early and save you a drive.
It tells homeowners what you do, which is useful, and it undersells the rest of your scope. If you want bathroom or addition work, the listing has to show bathrooms and additions, in the photos and in the services list. The audit counts photos and cadence, not variety.
Google Business Profile Audit: full tool page and methodology · Marketing for remodeling contractors · AI Visibility Checker for Remodelers · Website Report Card for Remodelers · What Should You Pay? for Remodelers · Review Response Writer for Remodelers · All free tools
Send over the listing and the site and we will walk the twelve items with you and say which gaps we would close first. If you want to see what a site built around your finished projects could look like, ask for the free mockup.
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.