THE SHORT ANSWER

A Google Business Profile audit should answer one question: can a ready local customer understand who this business is, trust the proof, and take a useful next action? The scorecard follows that journey. It scores only what the public profile can prove. Everything else becomes an owner-data question.

The three profile leaks that cost the most jobs

Most profile checklists count fields. These are the three gaps that actually stop a ready-to-buy customer:

They can’t tell what you do. A generic category, no services, and no description leave the customer guessing whether you handle their job.
They can’t trust or reach you. Conflicting phone numbers or hours, no recent proof, stale photos, or no after-hours path create hesitation.
The next step breaks or disappears. A dead website link, a missing booking or estimate path, or no way to measure profile-origin demand turns interest into a dead end.

The full framework covers seven weighted categories and 49 checks. Read the GBP customer journey for the complete map.

What it measures

Category	Weight	Question
Identity & Accuracy	15	Is the business, location, hours, and contact identity coherent?
Relevance & Service Coverage	18	Does the profile communicate the services customers hire it for?
Conversion & Actionability	22	Can a ready customer take a useful next action?
Reputation & Trust	20	Does public reputation provide current, credible proof?
Content & Freshness	10	Does the profile demonstrate active, relevant work?
Handoff & Journey Continuity	10	Does the journey stay coherent outside Google?
Measurement & Attribution	5	Can profile-origin activity be measured?

Conversion carries the highest weight on purpose. A profile that cannot produce a next step has failed its main job, even if every field is filled.

What you get

A 0–100 public profile score across seven weighted categories.
A one-page report with the three biggest profile findings.
Evidence for each finding, labeled verified, strong signal, or owner data required.
The fix to make first, with a bounded point claim and effort estimate.
A full 49-check audit and a machine-readable score file for teams that need the detail.
A separate list of questions for calls, messages, bookings, reviews, and revenue.

Synthetic example. Not a real business. Open the full sample report (PDF).

See the full sample report (PDF)

Two ways to use it

Done for you

Have us run it

Request the free Revenue Leak Review. We review the public profile and the handoff, then send a private Revenue Leak Scorecard for your business.

Get the free Review

For developers

Run it yourself

The scoring rules, evidence rules, and code are public. Open the project on GitHub and produce the same report.

View on GitHub

What it won’t do

It won’t score the website’s mobile form, speed, or on-site conversion path. That is the Website Scorecard’s job.
It won’t score Local Pack rank, organic ranking, or competitor visibility. That belongs to local visibility analysis.
It won’t replace your CRM, phone system, booking calendar, or financial data.
It won’t promise revenue, leads, jobs, or rankings.
It won’t publish a client’s private data, screenshots, or customer information.

Why we made it public

A diagnostic is only useful if you can inspect it. The scoring rules, the evidence rules, and the method are public, so you can see how a finding is judged instead of trusting a black box. Use it to check our work — or to run the review yourself.

The profile is only one part of the journey. Read how we judge a contractor website for the owned-site side, and request the free Revenue Leak Review if you want both reviewed together.

We publish client results only when they are measured and the client approves them. See the Results page.

How we judge a Google Business Profile