1. Objective
This SOP governs how to fully optimize every field of a home inspector's Google Business Profile. Claiming and verifying a GBP is just the entry requirement — optimization is where the ranking and conversion work happens. A sparse, incomplete profile gives Google little to work with and gives potential clients little reason to choose your inspector. A fully optimized, information-dense profile ranks better and converts more.
Where this SOP starts: Immediately after GBP setup and verification (SOP-HI-MKT-04) is complete.
Where this SOP ends: When all fields are filled to the standard defined in this SOP and the profile passes the optimization checklist.Success looks like: Every optimizable field in the GBP is filled — the 750-character business description uses the full character count, all services are listed with descriptions, secondary categories reflect actual services offered, attributes are enabled, and the appointment URL is linked. The profile looks demonstrably more complete than any competitor in the market.
2. Your Role & Boundaries
2a. What you handle independently
- Completing all GBP field optimization according to the standards in this SOP
- Writing the business description using information provided by the client
- Configuring services, categories, and attributes
- Updating fields when information changes (new services, updated hours, etc.)
2b. What requires client approval before acting
- Any change to the business name, primary category, or registered address
- Publishing the business description (review with client before saving)
- Adding services the inspector has not confirmed they offer
- Setting hours of operation (confirm with client — incorrect hours create trust problems)
2c. What you never do
- You never keyword-stuff the business description: "best home inspector [city] top-rated home inspector [city] certified inspector [city]" — this signals spam to Google
- You never list secondary categories that don't represent services the inspector actually offers
- You never set inaccurate hours to "look open" when the inspector isn't available
3. Business Description (750 Characters)
The business description is one of the highest-leverage, most underused fields in most home inspectors' GBPs. Google gives 750 characters. Most inspectors use fewer than 150. Use every character.
What to include in the description:
- What you do and who you serve (buyers, sellers, real estate agents)
- Your service area — name specific cities (this adds geographic relevance signals)
- Certifications and credentials (InterNACHI, ASHI, state license number if customary in your state)
- Key services beyond the standard inspection (radon, mold, new construction, sewer scope)
- A differentiator (years of experience, same-day digital reports, online booking, response time)
- A light call to action at the end
Example structure (adapt with the inspector's actual details):
Licensed and [certification]-certified home inspector serving [City 1], [City 2], [City 3], and
surrounding communities. Specializing in buyer's inspections, pre-listing inspections, new
construction phase inspections, radon testing, and mold assessments. [X]+ inspections completed
with same-day digital reports delivered through [software]. [Differentiator — e.g., "Former
licensed contractor with 15 years of construction experience"]. Serving the [metro area] within
[X] miles. Book online 24/7 or call today.
After writing the draft: Review with the inspector to confirm all facts are accurate, then save.
Watch Out: Don't write the description with repeated keyword phrases. "Best home inspector Kansas City best home inspector KC certified inspector Kansas City" reads as spam to both Google and humans. Write naturally — the keywords appear because you're describing the business honestly.
4. Categories
Primary category: "Home Inspector" — non-negotiable. This is the most important category signal for the searches you want to rank for. Do not change it.
Secondary categories (add only if the inspector genuinely offers these services):
- "Building Inspector" — for new construction inspection services
- "Environmental Consultant" — for mold, air quality, or environmental testing
- "Radon Testing Service" — if radon is a significant offered service
Only add secondary categories that accurately reflect what the inspector does. Irrelevant secondary categories dilute Google's understanding of the business.
5. Services Section
The Services section allows listing specific services with names and descriptions. This is indexed by Google and contributes directly to relevance for service-specific searches. Most inspectors leave this empty — filling it out is a direct ranking advantage.
For each service offered, create an entry with:
- Service name (use the keyword: "Radon Testing" not just "Testing")
- 2–3 sentence description that naturally includes relevant terms
- Price (optional — many inspectors prefer to discuss pricing directly)
Services to build out (include only what the inspector actually offers):
| Service Name | Description Template |
|---|---|
| Standard Buyer's Home Inspection | "A comprehensive evaluation of the home's major systems and components — foundation, roof, electrical, plumbing, HVAC, and more. You'll receive a detailed digital report the same day. We serve buyers throughout [service area]." |
| Pre-Listing / Seller's Inspection | "Get ahead of buyer concerns before your home hits the market. A pre-listing inspection identifies issues early — so you can address them on your timeline, not under contract pressure." |
| New Construction Inspection | "Even new homes have defects. Our new construction inspections catch builder oversights before your final walkthrough — protecting your investment from day one." |
| Radon Testing | "Radon is the second leading cause of lung cancer in the US and is odorless and invisible. We offer certified radon testing for buyers, sellers, and homeowners throughout [service area]." |
| Mold Inspection / Air Quality Assessment | "Identify potential mold issues and air quality concerns with a professional assessment. Useful for buyers, sellers, and homeowners with health or moisture concerns." |
| Sewer Scope Inspection | "A camera inspection of the main sewer line from the home to the street — identifying root intrusion, cracks, or blockages before they become expensive repairs." |
6. Hours of Operation
Set accurate hours that reflect when the inspector actually answers the phone and accepts calls. If online booking is available 24/7, this can be noted in the description — but hours should reflect live availability.
Important: Update hours proactively for holidays. GBP allows setting special hours for specific dates. A profile that correctly shows "Closed — Thanksgiving" looks more professionally managed than one that shows normal hours when no one picks up.
Set a reminder in your task system to update holiday hours 2 weeks before each major holiday.
7. Phone Number, Website, and Appointment URL
Phone number: Must match the phone number on the inspector's website and every directory listing. This consistency is a ranking signal. Use the permanent business number — not a call tracking number (see SOP-HI-MKT-12 for why).
Website: Link to the homepage, or — if a city-specific landing page exists for the primary market — link to that page instead.
Appointment URL: If the inspector uses online booking (Calendly, Spectora scheduling, or similar), link the booking page here. This adds a direct conversion path from GBP to booking without requiring the client to find the booking option on the website.
8. Attributes
Enable every attribute that accurately applies:
- "Online appointments" — if they offer online booking
- "Onsite services" — as a service-area business, this applies
- "Veteran-owned," "Women-owned," etc. — if applicable and the inspector wants to highlight it
Attributes appear on the profile and are trust signals for both users and Google.
9. GBP Optimization Checklist
Before closing this SOP, confirm each item is complete:
- ☐ Business description written to 700+ characters (check character count)
- ☐ Description reviewed and approved by the inspector
- ☐ Primary category confirmed as "Home Inspector"
- ☐ Relevant secondary categories added (services-only, no irrelevant additions)
- ☐ All offered services listed with descriptions in the Services section
- ☐ Hours of operation set and confirmed accurate with the inspector
- ☐ Phone number matches the website and directories
- ☐ Website URL linked and resolves correctly
- ☐ Appointment URL set (if online booking is available)
- ☐ Applicable attributes enabled
10. Escalation Protocol
Escalate when:
- Google flags the description or a service listing for policy violation — do not resubmit until reviewing the specific policy with the client
- The inspector wants to add a service you can't find a Google-approved category for — document the service in the description and Services section text instead
- Any field change triggers a reverification request from Google
GBP Optimization Issue — [Inspector Name]:
[What happened — e.g., "Google flagged the business description for review"]
Current status: [e.g., "Description is pending review — profile is still live but description shows as under review"]
What I need from you: [specific ask, if any]
My recommendation: [what to do next]
11. Tools & Access
| Tool | Purpose |
|---|---|
| business.google.com | GBP dashboard — all field editing |
| Character count tool (wordcounter.net or similar) | Confirming description is close to 750 characters |
| Inspector's website | Pulling accurate service descriptions and credentials for the profile |
| SOP-HI-MKT-01-CLIENT | Inspector's confirmed services, service area, and credentials |
12. Changelog
| Date | Notes |
|---|---|
| April 2026 | Initial release |