Empty spots in your profile: a twenty-minute checklist

Anyone can create a Google profile in a few minutes. Often it then stays half empty: no opening hours, photos or website. Customers see it at once — and compare you with the neighbour who has it all filled in.

What we measured

In August 2026 we went through the Google profiles of 27 companies registered in Prague and noted what was missing. The trades vary — car services, but also florists, a restaurant or a beauty salon — and about half of the premises are outside Prague. It is a small, mixed sample, not a market study.

So almost everyone fills in the phone. The gaps are elsewhere: reviews, photos, opening hours and the website. None of the profiles was marked as closed.

What we don’t promise: that a complete profile brings more customers by itself. We haven’t measured that. The only sure thing is that customers see full information instead of empty fields.

The checklist

Open your Google profile and go through the points one by one. Wherever something is missing, add it straight away.

1. Is the profile yours? If Google shows “Own this business?” next to it, nobody manages the profile. Claim it before anything else.
2. Name — exactly as on your sign, with no extra keywords or locations.
3. Primary category — what you do, as precisely as possible. Add more categories only if you really offer them.
4. Address — your premises, not the registered office. If you go to customers and have no premises open to the public (cleaning, moving, trades), hide the address and set the area you serve.
5. Phone — a number someone actually answers during opening hours.
6. Opening hours — including holidays and time off. Google has special hours for that.
7. Website — if you have one. If not, the phone and opening hours matter all the more.
8. Photos — at least the premises from outside so customers recognise it, then inside, your work and your team. Real photos, not stock.
9. Description — what you do, for whom and in which languages customers can talk to you. No links and no discounts — they don’t belong there.
10. Reviews — if you have none, ask real customers. Reply to the ones you already have.
11. Firmy.cz — the same details there too: name, address, phone, opening hours.

Once is not enough

Go through the list now and again after every change: a new number, different hours, holidays. Outdated information is worse than none — a customer drives up to a closed door, and then they write the review.