Describe the work and the real service area
List your actual services and the areas you can reliably serve. Explain practical limits if they affect the job. A customer should not need to guess whether their project is suitable.
Write for the person considering the work. A landscaping customer may care about access, project size and the design process. A salon customer may need service choice, arrival information and booking details.
Use evidence with permission
Show original project photographs and explain the context. If you have permission for a case study, describe the starting point, the work and the result accurately. Keep any performance claims tied to an identifiable period and source.
Publish real qualifications and memberships. Link to verification where possible. Do not turn an unrelated review into a claim about a service the customer did not buy.
Keep eligible profiles accurate
Check the rules before creating a Google Business Profile. An online-only business is generally not eligible; a real customer-facing or qualifying service-area business may be. Never invent a location to appear in a place you do not operate.
For an eligible profile, keep its services, hours, address or service area and website link consistent with the business. Respond helpfully to genuine questions and reviews.
Earn references from relevant places
Local associations, genuine supplier relationships, industry organisations and useful local resources can introduce you to relevant people. A listing should help someone understand or find your business.
Avoid paying for bulk links or submitting to hundreds of unrelated directories. A useful referral relationship is worth more attention than a large spreadsheet of low-quality listings.
Publish useful local context
A project in a specific area can support a substantive case study. An explanation of real access constraints or locally relevant service considerations can help customers plan.
Changing a place name in otherwise identical text is not a useful local strategy. Create an additional page when you have genuinely different information and a clear reason for the visitor to read it.
Check what leads to enquiries
Use search data to see whether people are finding your relevant services and locations. Ask new enquiries how they found you, and keep that answer with the enquiry record.
If people visit but do not get in touch, inspect the content and the next step. Missing prices, unclear service areas and a difficult booking route may be more urgent than publishing another article.