Far more people read the listing than ever reach the homepage, first lake-effect snow especially. Where the two disagree about failing chimneys, the listing wins.
The primary category carries almost everything
Almost all your visibility rests on the single primary category. For a tuckpointing and masonry outfit, picking a vague one to stay flexible is the standard way to end up findable for nothing.
Set it to the job you want repeating, put the others underneath, and look again whenever first lake-effect snow changes what you are doing.
Service area or address, not both by accident
A counter you stand behind gets an address. A van gets a service radius with the address hidden. A unit nobody sits in earns reviews from people who drove to Bay View and found it shut.
Draw the radius where you genuinely go. Inside the county, with Waukesha on scheduled days is the honest line, and claiming more thins the listing while filling the phone with jobs you refuse.
Hours, holidays, and snow weeks
Nothing earns a one-star faster than a wasted drive to Bay View. Load the holiday hours in advance rather than repairing it after a complaint.
Set them for first lake-effect snow too. If the crew is all on no-heat calls and nobody is at the shop, the listing should say so.
Recent photographs, not a logo
A listing showing failing chimneys from this month gets tapped more than one showing a logo. Three or four a month beats twenty once a year.
Photograph the front of the building and wherever the car goes, so somebody arriving from Bay View for the first time knows they have the right place.
Land each tap on the page it asked for
Routing everything to the homepage throws the intent away. Somebody who tapped a listing about a failing chimney should arrive already reading about a failing chimney.
Areas behave the same way. Bay View in the query means Bay View on the screen when the page opens.
Ask for the review at the right moment
Ask standing in front of them, the moment a failing chimney is working again and they are visibly relieved, link already open. A batch email a fortnight later does nothing.
Answer every one, the bad ones especially, written for whoever reads it six months from now, probably while looking at a failing chimney while a lake-effect winter is going on. That reader is the person you are talking to.
