Volacci Fractional CMO Agency

Google treats your Business Profile like a signal of credibility. An outdated profile — old photos, stale service descriptions, no recent posts — tells Google you're not active. And inactive profiles don't rank.

For home services companies, GBP is one of the highest-ROI local marketing assets available. It costs nothing to maintain. It costs significantly in missed calls when it's neglected.

The minimum standard:
→ New job photos uploaded weekly
→ GBP post published every 7–10 days
→ Service descriptions reviewed quarterly
→ Q&A section actively managed

This is operational discipline — not marketing strategy. But it compounds into map pack visibility that paid search can't replicate.

LSA ranks businesses using a combination of signals — proximity, responsiveness, and review quality and recency. Review recency matters more than most roofing operators realize.

A company with 200 reviews and no new reviews in 90 days will lose ground to a company with 80 reviews and 6 new ones this month. Google weights the signal of an active, trusted business — and review velocity is one of the clearest indicators.

The cost impact is direct: higher LSA rank = more impressions = better lead quality = lower cost-per-lead over time. The companies paying the most per LSA lead are usually the ones with stalled review pipelines.

The fix:
→ Systematize review requests at job completion — text, not email
→ Target 3–5 new reviews per month at minimum
→ Respond to every review within 48 hours
→ Flag and dispute fraudulent or competitor reviews immediately

Review generation isn't a reputation play. For roofing companies running LSA, it's a cost control mechanism.