Use the Same Name Everywhere
Pick the trading name customers use and put it on the profile, the homepage, and the legal line. A keyword-stuffed profile name that does not match the site looks like two businesses.
The registered company can sit on Contact and in schema. It does not need to replace the name people search if that name is honest and consistent.
Match Hours and Address
Copy hours from one source of truth. If the shop closes on Sunday, both surfaces say so. A profile that says Open when the site says Closed wastes the tap from Maps.
The public address on the profile should be the place a customer can use. If you serve the whole country from one office, say that on the site. Do not invent branches.
Point the Profile to the Right URL
The website button should open the page that matches the category: Home for the brand, a service URL if the profile is for one offer, a location page if you truly have one. A blog index is the wrong door.
UTM is optional. A working HTTPS URL is not. If the click from Maps lands on a parked domain, fix DNS before you spend on posts.
Photos and Categories That Match the Site
Use the same kind of photos you use on the web: the work, the place, the people. Cover images that look like a different company confuse the visit.
Primary category should match the main offer. Extra categories are for work you actually do. Do not collect categories you cannot back with a page.
Keep Both Updated Together
When hours change, change the profile and the site in the same sitting. When a service launches, add the page and then the profile post or product — not the other way around with no URL.
Reviews belong on the profile. The site can quote ones you have permission to show. We do not highlight a count we cannot stand behind. For the search argument, read how local services get found.
