Why Your Google Business Profile Matters More Than You Think (Even for High-End Craft Businesses

Most cabinetmakers, tile studios, and millwork shops overlook their Google Business Profile. That's a mistake — and here's why.

If you run a custom cabinet shop, a tile studio, a stone fabrication business, or any kind of high-end craft operation, your first reaction to "optimize your Google Business Profile" is probably something like: "My work comes from referrals and trade relationships. I don't need to worry about Google."

I hear this constantly. And it's understandable — the craft trades have always been relationship-driven. Designers specify your work. Builders recommend you. Homeowners find you through word of mouth.

But here's what's actually happening: after the referral is made, people Google you. The designer recommends your cabinet shop, and the homeowner opens a browser tab to look you up. The builder mentions your tile work, and the client checks your reviews before agreeing to use you.

Your Google Business Profile is the first thing they see. And if it's incomplete, inactive, or nonexistent, it quietly undermines the credibility your referral partners have built for you.

The Referral Validation Problem

This is the pattern I see with nearly every craft business that tells me they "don't need Google":

A designer refers a homeowner to a custom millwork shop. The homeowner Googles the shop name. They find a Google Business Profile with two reviews from three years ago, one blurry photo of the exterior, and incomplete business hours. Or worse — no profile at all, just a vague directory listing.

The homeowner doesn't call. Or they call with skepticism instead of confidence. The referral still technically happened, but the conversion didn't — because the online presence failed to validate what the referral promised.

This isn't hypothetical. It's the gap between how craft businesses think they're found (purely through relationships) and what actually happens in the last mile of that process (Google validation).

A complete, active Google Business Profile doesn't replace referrals. It protects them.

What "Complete" Actually Looks Like for a Craft Business

Most Google Business Profile advice is written for service contractors — plumbers, HVAC companies, electricians. The fundamentals apply to craft businesses too, but the emphasis is different.

Choose specific categories. Your primary category matters more than most businesses realize. Google uses it to decide which searches trigger your listing. "Custom Cabinet Maker" is better than "Carpenter." "Tile Store" or "Tile Contractor" is better than "Home Improvement." If you fabricate stone countertops, "Countertop Store" or "Stone Supplier" may be your best fit. Use secondary categories to cover adjacent services — "Woodworking," "Furniture Maker," "Kitchen Remodeler" if applicable.

Write a description that reflects your actual work. Google gives you 750 characters. Don't waste them on "We provide quality craftsmanship." Instead, describe what you make, what materials you work with, who you typically work for, and where you operate. "Custom hardwood cabinetry for residential kitchens, bathrooms, and built-ins. We work directly with homeowners, interior designers, and builders across the Triangle area. All work is built in our Raleigh shop." That's specific. That's indexable. That tells Google — and the person reading it — exactly what you do.

Add project photos consistently. This is where craft businesses have a natural advantage. Your work is inherently visual and impressive. But you need to actually upload those photos to your profile — not just post them on Instagram. Google Business Profile photos show up directly in search results and map listings. A profile with 50 photos of finished cabinetry, tile installations, or millwork details looks dramatically more credible than one with a stock image of a workshop.

Add photos of your shop, your team, your materials, and especially your finished work. Caption them when possible. Update regularly — at least a few new photos each month.

Keep your information accurate. Hours, phone number, address, website URL — all of it should match what's on your website exactly. If you have a showroom or workshop that clients visit, display the address. If you primarily work through trade partners and don't have a client-facing location, set a service area instead. Either way, consistency matters. Google cross-references your information across the web, and discrepancies hurt your ranking.

Reviews Work Differently for Craft Businesses — But They Still Matter

Craft businesses don't get the volume of reviews that a restaurant or a plumber might. You're completing a handful of major projects per year, not dozens of service calls per week. That's fine. For craft businesses, review quality matters more than quantity.

A single detailed review that describes the project — "They built custom walnut cabinetry for our kitchen renovation, worked closely with our designer on the details, and the finished product was exceptional" — carries more weight than ten generic "Great work!" ratings. It tells Google what you do. It tells future clients what to expect. And it builds the kind of trust that a star rating alone can't communicate.

How to get them:

• Ask at project completion. Most clients are happy to leave a review — they just don't think of it unless you ask.

• Make it easy. Send a direct link to your Google review page via text or email.

• Respond to every review. A brief, genuine thank-you shows future clients that you're engaged and attentive.

• Don't worry about volume. For a craft business, 10-15 detailed, specific reviews is a strong profile. Focus on quality.

And respond to any negative reviews professionally. How you handle criticism tells future clients as much as the praise does.

Posting: The Activity Signal Most Craft Businesses Miss

Google Business Profile lets you create posts — short updates with photos that appear on your listing. Almost no craft businesses use this feature, which means the ones that do stand out immediately.

Post ideas that work well for craft businesses:

• A photo of a just-completed project with a brief description

• New material arrivals — a shipment of quarter-sawn white oak, a new stone slab selection

• Shop updates — new equipment, expanded capacity, a milestone anniversary

• Behind-the-scenes process shots that show the craft behind the finished product

These posts serve two purposes. First, they signal to Google that your business is active, which helps your ranking. Second, they give potential clients a real-time window into your work — which builds trust and interest in a way that a static website can't.

You don't need to post daily. Once or twice a week is enough to keep the profile active and current.

Local Visibility: Why It Matters Even for Trade-Referral Businesses

Even if your primary client pipeline is designer and builder referrals, there's a growing segment of homeowners who search directly for craft services. "Custom cabinets near me," "tile studio Raleigh," "stone fabricator Triangle area" — these are real searches with real intent.

If you're not appearing in those results, you're invisible to homeowners who are actively looking for exactly what you do. Some of those homeowners are planning projects without a designer. Some are researching before they hire one. Some just want to visit showrooms and understand their options.

To show up for these searches:

• Make sure your service area includes every city you're willing to serve

• Use location-specific language in your profile description and posts

• Build location pages on your website that reference the areas you serve (this reinforces what's on your Google profile)

• Keep your NAP (name, address, phone) consistent across every directory, social profile, and your website

This isn't about competing with the volume-driven marketing that bigger operations use. It's about being findable when someone is specifically looking for your kind of work.

The Profile-to-Website Connection

Your Google Business Profile and your website should work as a system, not as separate assets.

When someone finds your profile in Google Maps and clicks through to your website, the experience should be seamless. The business name, phone number, and services should match exactly. The quality of your website should reflect the quality of your craft. If your profile promises exceptional work and your website is a dated template with stock photos, the disconnect erodes trust.

Your profile gets people to your door — digitally speaking. Your website is what convinces them to walk through it. Both need to be maintained, both need to reflect your actual work, and both need to signal the same level of professionalism and attention to detail that your physical craftsmanship does.

Where to Start

If you're a craft business owner and your Google Business Profile is either nonexistent or collecting dust, here's the priority order:

Claim and verify your profile if you haven't already. Fill in every section completely with specific, accurate information. Upload at least 20 photos of your actual work. Ask your three most recent clients for reviews. Start posting project updates at least twice a month.

That foundation alone will put you ahead of most craft businesses in your market — because most of them haven't done any of it.

Worth a Conversation?

If your craft business has a reputation that your online presence doesn't reflect, that's a solvable problem.

I build custom, SEO-first websites on Framer for reputation-driven businesses — including cabinetry shops, tile studios, millwork operations, and fabricators who want their digital presence to match the quality of their physical work.

Reach out for a conversation about what your profile and website could be doing for you.