Google Business Profile for kitchen remodelers: the showroom setup that wins the map pack
Categories, services with price ranges, the 40 project photos that get clicks, hours for a showroom, posts and the Q&A entries a kitchen remodeling firm should seed.
Search "kitchen remodeler" plus your city and look at the three firms in the map pack. Then look at your own listing. In most metros the difference is not the quality of the kitchens. It is that the three winners have a complete profile and 29.5% of kitchen remodelers have not even listed their hours.
This guide is the profile setup for a firm with a showroom or a design studio, a lead designer, and a project gallery worth showing. It takes one evening to do and ten minutes a week to maintain.
Categories: say what you are
Primary category: Kitchen remodeler. Not General contractor, not Remodeler, not Construction company. Google weighs the primary category heavily and "kitchen remodeler" is the category homeowners' searches map to.
Secondary categories, only the ones you actually do: Bathroom remodeler, Cabinet store (if you sell cabinets from the showroom), Interior designer (if you have one on staff and offer design separately), Countertop store. Skip anything you do once a year. A profile with nine categories looks like a handyman.
If you are a design-build firm that does whole-house work, the primary still goes to the category that brings the most revenue. For most of you that is kitchens.
Services with price ranges
Under Services, add each thing you sell as its own line with a short description and a price range. Google shows these on the profile and uses them for matching. Examples:
- Full kitchen remodel, from $45,000. Cabinets, counters, lighting, plumbing and electrical, 8 to 12 weeks after cabinet delivery.
- Cabinet refacing, $12,000 to $25,000. New doors, drawer fronts and veneer on existing boxes.
- Kitchen design consultation, free in-home, 60 to 90 minutes with a written scope and budget range.
- Countertop replacement, $4,000 to $12,000 installed.
- Island addition, $8,000 to $20,000.
The price ranges do two things. They stop the $9,000 budget from booking a consultation, and they give Google and AI assistants a number to quote. The pricing guide covers how to set them.
Showroom address and hours
If you have a showroom, show the address. Some owners hide it as a service-area business because they think it limits their reach. It does the opposite: a physical address with hours is a strong local ranking signal and a trust signal for a $50,000 purchase. Set your service area in addition to the address so you show for suburbs you serve.
List hours. Only 34.3% of kitchen remodelers show Saturday hours and 9.8% show Sunday. Saturday morning is when couples look at kitchens together. If you take Saturday appointments, list "Saturday 10 to 2, by appointment" and you will stand out in a category where most profiles are silent.
Add a public email. Only 23.2% of remodelers show one, and homeowners early in a remodel often prefer to write.
Photos: forty, captioned, added over time
96% of kitchen remodelers have at least one photo, so having photos is not an advantage. Having the right forty is.
What gets clicks, in order:
- Finished kitchens shot wide from the doorway in daylight, with the island as the subject.
- Detail shots: a brass pull on a sage door, a waterfall edge, a lit glass upper.
- Before-and-after pairs, uploaded as two photos in a row.
- The designer at the showroom with samples, and the crew on site in branded shirts.
- The showroom exterior and the sign, so people recognize it when they drive by.
Caption every photo with the neighborhood and the scope: "Full remodel, Shaker Heights, painted maple cabinets, quartz counters, 11 weeks." Google reads captions. Upload eight a week for five weeks instead of forty in one night; a steady stream reads as an active business.
Skip stock images, renderings presented as finished work, and anything with a watermark from a photographer you have not paid for the rights to.
Posts: one real project a week
Google Posts show up on your profile for a week. Use them for the project you just finished. One photo, three sentences, a "Book a consultation" button linking to your consultation page. Example:
"Finished this week in Glen Ellyn: a galley kitchen opened to the dining room, with a 9-foot island and a built-in coffee station. Twelve weeks start to finish. Design consultations are free; book below."
Four posts a month is enough. The point is that a homeowner comparing you to two other firms sees that you finished something last week and they did not.
Q&A: answer the ten questions before anyone asks
The Q&A section is public and anyone can post. Seed it yourself with the questions homeowners actually ask and answer each in 40 to 80 words from the owner account. Suggested set:
- What does a kitchen remodel cost with you?
- How long does a kitchen remodel take?
- Do you offer free design consultations?
- Do you handle permits?
- Can we stay in the house during the remodel?
- What cabinet lines do you carry?
- Do you do just countertops or cabinets without a full remodel?
- Do you offer financing?
- What areas do you serve?
- Can we see finished projects in person?
Answered Q&A is read by prospects and quoted by AI assistants. Turn on notifications so you see new questions within a day.
Reviews on the profile
The profile is where the reviews live, and reviews are the main thing separating the map pack from everyone else in this category. The median is 9. Put the review link in your walkthrough script, your email signature and your final invoice. The reviews guide has the full method. Respond to every review within a day from the profile, naming the project and the designer.
Monthly maintenance
Ten minutes a week: respond to reviews, post one project, answer any new Q&A. Thirty minutes a month: add eight new photos, check that hours and phone are still right, and look at the profile's Performance tab to see which searches brought people in. If "cabinet refacing" is showing up and you do not offer it, that is a product decision worth a conversation.
Frequently asked
We work from a home office. Should we still show an address? No. Google requires a staffed location for a visible address. Set up as a service-area business with your service area listed, and put everything else in this guide into effect. The photos and services matter more than the pin.
Should we have separate profiles for kitchens and bathrooms? No. One profile, one business, with both categories. Separate profiles for the same business at the same address violate Google's guidelines and can get both suspended.
How do we rank in a suburb where we have no address? Projects there. Photos captioned with that suburb, reviews that mention it, and a page on your site for kitchens in that town. Distance is a ranking factor you cannot change, but relevance and prominence you can.
If you want the whole profile built and maintained, local SEO is one of the services in the free 14-day trial.
Steven has spent the last several years running growth campaigns for local service businesses, kitchen remodeling companies among them, and builds the benchmark datasets on this site from public Google listings. About the editor