Local business listings, also known as citations, are mentions of your business on directories across the internet that include:
- Business Name
- Business Address
- Business Phone
- Links back to your website
The internet is a popularity contest. While you’re out talking to customers and building your reputation face-to-face, Google is working to measure your reputation online.
One of the ways it does this is via business listings, including the quality, quantity, and accuracy of each of them. Contractors, it’s time to build your company’s reputation both online and offline, so take advantage of up-to-date business listings!
Why Updated Business Listings Matter
We’ve previously discussed in detail how online directory listings affect home services businesses (if you haven’t read that blog, go check it out). However, it’s one thing to have more citations than your competitors, and quite another to keep them up-to-date.
Imagine a potential customer searching online for a painter, carpenter, or handyman in their area. They find a few options, including your business, but something doesn't seem right to them. Maybe your hours of operation are wrong, your phone number is outdated, or your address is listed incorrectly. Your listing hasn’t been updated in months—or even years.
Inaccurate or outdated business listings lead to missed opportunities. Potential customers won’t trust a contracting business that can't get its basic information right. And in an industry where trust and reliability are paramount, that’s a risk you can’t afford to take.
Essential Information for Updated Business Listings
So, what exactly should you include in your business listings? Here’s a rundown of the must-haves:
- Business Name: Ensure your business name is consistent across all platforms. It should be the exact name customers know you by.
- Physical Address: Even for mobile-based services, your physical location matters. Double-check that your address is accurate and easy to find. If you’ve moved or expanded, all your listings should reflect it.
- Phone Number: This is a no-brainer, but you’d be surprised how often businesses have outdated phone numbers listed. Your primary contact number needs to be correct and operational.
- Hours of Operation: Customers appreciate knowing exactly when they can reach you, so clearly state when you’re open for business. If your hours vary depending on the day or season, update this information accordingly.
- Website Link: Include a link to your website for potential customers to learn more about you. Your website is often the first point of contact, so make sure all information on your directory listings matches your website.
- Photos: Visual build credibility in your work, so include photos of your recent projects, your team, or your work environment.
If you want to go above and beyond, you could also include your service area, services offered, and any special offers or promotions you’re running in your business listings.
The Consequences of Neglecting Your Listings
You’re busy, and keeping your business listings updated might not be at the top of your to-do list. But, neglecting this task can have serious consequences. Incorrect information leads to:
- Missed Calls and Inquiries: If your phone number is wrong or your hours of operation are inaccurate, potential customers might not reach out, assuming you’re not available.
- Lost Business: Customers searching for a contractor want quick answers. If they can’t find the right information about your business, they’ll move on to the next option—likely one of your competitors.
- Damaged Reputation: Consistency builds trust. If customers find conflicting information about your business online, it creates doubt about your professionalism and reliability.
- Lower Search Rankings: Search engines prioritize businesses with accurate and up-to-date information. If your listings are outdated, your business may not appear in relevant search results, making it harder for potential customers to find you.