For most local searches the map listing gets seen more than the website. It should agree with the website.
The primary category does the work
One primary category decides most of what you appear for. Something broad to cover everything usually means ranking for nothing.
Pick the one matching the work you want more of, add secondaries, and revisit when the mix changes.
Service area or address, not both by accident
If customers come to you, show the address. If you go to them, set a service area and hide it. A listed address nobody staffs earns reviews about a locked door.
Keep the area honest. Listing the entire Bay Area dilutes the listing and brings calls you decline.
Hours, holidays, and street fairs
Wrong hours generate one-star reviews from people who came over and could not park. Set special hours before the holiday.
Set them for the weekends a street fair or a race closes your block, too.
Photos, recent and real
Listings with current photos of actual work get more clicks than a logo and a stock image. Add a few monthly rather than twenty once.
Show the storefront and how to get in, since half the entrances here are not obvious from the street.
Send each service to its own page
Pointing every listing at the homepage wastes the click. A tap about dry rot repair should land on the dry rot page.
Same for neighborhoods. A search naming the Richmond should land on the Richmond page with Richmond details on it.
Ask for reviews at the right moment
When the job is done and the customer is visibly happy, in person, link ready. Not a mass email three weeks later.
Reply to all of them, including the bad ones, in a way a future customer would find reasonable. That reader is the audience.
