Author: Jasmine Braun Date Published: October 14, 2026 Date Last Updated: October 29, 2026
Most small business owners I talk to are extremely busy, so marketing often gets put off. I hear ‘I’ll do it once I have time’ or ‘I’ll get to it once I have extra money’ more often than not. So I put together this checklist. Before you spend more money on ads or content, check that these basics are in place. This takes about 15 minutes, with no tools or cost, just your phone and a laptop. Anything you can’t answer is a good place to start. This is a quick version of what I check in a full marketing audit.
Check 1: Search Your Business Like A Customer Would
Why: people form an opinion before they ever contact you.
How:
Search your business name + your city in an incognito window (to remove your account’s personalization). You should also search your service + your city, the way a customer would type it.
Repeat on your phone. Results may change with location.
Look for: correct hours, phone number, website, recent reviews, and anything potentially outdated.
Extra: check for duplicate or old listings under a past address or name. These can compete with your main page. You can report a duplicate on Google Maps (Suggest an edit, then Close or remove) or claim and merge it from your Google Business Profile. Save your review replies and photos first, since a merge may not keep them.
Check 2: Fill In Every Part of Your Google Business Profile
Why: Even if your profile looks complete and Google says it, ‘looks good!’ (screenshot below), there’s usually more you can add.
The more complete and accurate your Google Business Profile information is, the easier it is for Google to match you to the right searches (Google Support). That helps you show up in local results, including the “Map Pack,” the three businesses shown with a map above regular results. Distance and your reputation count too, so this is one of few factors. Google removed the profile Q&A at the end of 2025 and now answers customer questions with AI that pulls from your profile, reviews, photos, and website (BrightLocal).
How:
Keep adding details: services, attributes, hours (including holiday hours), photos, and a business description
If your business offers bookings or appointments, you should have a link in your Google Business Profile.
Tips:
Make changes one at a time. Many changes at once can look like your account was hacked and might trigger a suspension from Google.
Make sure your name, address, and phone number matching exactly everywhere (website, socials, directories, etc.). Even small differences like ‘St.’ versus ‘street’ can cause verification problems.
Check for edits you didn’t make - Google lets others suggest changes, so make sure you view your profile in a private window every while.
Check 3: Open Your Website on Your Phone
Why: about 73% of local searches start on a phone (BrightLocal), so your phone view is often a customer’s first impression.
How:
Turn off your Wi-Fi and use your data. Many of your customers are out and about when they look you up for the first time, and cellular connections can be slower than your home or office Wi-Fi. On Wi-Fi, a slower site can look fine. On mobile data that slowness can cost you a lead.
Can someone call or book within 5 seconds?
Tap your phone number and booking button to make sure they work.
Send yourself a message through your contact form - broken forms are more common than you think.
Show a friend your homepage for 5 seconds. Can they tell what you do and where? If not, it’s time for an update.
Check 4: Track Where Your Leads Come From
Why: If you don’t know what’s working, you can’t spend wisely. Google Analytics (GA4) will show visits, not why people came (Google Support). Links shared via texts, DMs, or emails usually hide where they came from, so they’ll show up as “(direct)/(none)” under Session source/media. (screenshot below).
How:
Ask every new customer “How did you hear about us?” on calls and forms, and track the answers you receive.
Check that Google Analytics is tracking visits (open the Realtime Report and visit your own site).
Check 5: Review Who Has Access to Your Accounts
Why: Old access and lost logins are easy to miss, and they can lock you out of your own accounts.
How:
List who can access your Google Business Profile, Google Ads, website, and social accounts.
Remove anyone who no longer needs access (past staff, freelancers).
Turn on two-step verification, and keep your recovery email and phone number up to date.
Turn on auto-renew for your domain, and make sure renewal emails go to an inbox you check.
If a web designer or someone else set up your domain or ads, make sure you’re listed as the owner.
Check 6: Reply to Your Recent Reviews
Why: Reviews help customers decide, and feed Google’s AI answers.
How:
Reply to each one, whether good or bad, briefly and calmly.
You can’t delete reviews, but you can report ones that break Google’s rules.
Ask every customer for a review, and use your profile’s direct review link in your Business Profile, go to Read reviews, then Get more reviews, and use the share icon to copy your link or QR code. It takes the customer straight to the review box, so a review takes about a minute (Google Business Profile Help).
Next Steps
Start with the check(s) you couldn’t answer.
One fix per week keeps it manageable.
Want the full picture? A marketing Audit looks at what’s running now, where your budget should go, and gives you a 90-day prioritized roadmap. Learn about the Marketing Audit or book a complimentary call.
