9 Common Mistakes to Avoid on Your Home Medical Equipment Google Business Profile (and How to Fix Them)

If you’re a home medical equipment (HME) or durable medical equipment (DME) provider, your Google Business Profile (GBP) is one of your most powerful (and free!) tools for reaching new customers. It’s how people find you when they search for “CPAP machines near me” or “mobility scooters in [your city].” But if your profile isn’t optimized—or worse, contains errors—you're missing out on valuable business.

We see it all the time: businesses think they’ve set up their GBP correctly, but in reality, they’ve made simple mistakes that cost them potential customers.

In this guide, we’ll break down the most common mistakes HME/DME businesses make on their Google Business Profiles—and, more importantly, how to fix them.

1. Not Claiming or Verifying Your Google Business Profile

The Mistake:

Many HME and DME providers never claim their Google Business Profile. When a profile isn’t claimed or verified:

• Customers see incorrect or outdated information (like old hours or the wrong phone number).
• Anyone (yes, even competitors) can suggest edits to your listing.
• You lose control over your online presence, making it harder to attract customers.

How to Fix It:

• Step 1: Visit the Google Business Profile Manager and search for your business.
• Step 2: If it says “Own this business?” -- click it and follow the steps to claim ownership.
• Step 3: Complete Google’s verification process (usually via postcard, phone, or email).

Example:

A DME provider in Florida didn’t claim their profile, and their listed hours were outdated. Customers kept showing up when they were closed—frustrating for both staff and customers. After claiming their profile, they fixed the issue and reduced customer complaints.

2. Inaccurate or Incomplete Business Information

The Mistake:

Imagine a customer searching for “oxygen concentrators near me” and finding your profile—only to call the wrong phone number or drive to an outdated address.

Common GBP mistakes include:

• Incorrect business name, address, or phone number (NAP).
• Old website links or missing links.
• Not selecting the correct business categories (e.g., choosing “Medical Supply Store” instead of “Home Medical Equipment Supplier”).

How to Fix It:

• Ensure your NAP (Name, Address, Phone) info is consistent across all listings, including your website and social media.
• Pick the right business categories to appear in relevant searches.
• Add a detailed business description with keywords like “CPAP supplies, home oxygen therapy, and mobility aids.”

Example:

A provider in Texas had listed their category as “Retail Store,” which meant they weren’t showing up when people searched for “HME providers.” Once they updated it to “Home Medical Equipment Supplier,” they saw an increase in calls.

3. Not Adding High-Quality Photos

The Mistake:

Many businesses overlook the visual aspect of their Google Business Profile. A lack of photos makes your business look untrustworthy or unestablished.

How to Fix It:

• Upload clear, high-quality photos of:
  • Your storefront (helps with easy identification)
  • Your showroom or key products (e.g., CPAP machines, lift chairs, oxygen concentrators).
  • Use before-and-after images of installations (e.g., ramps, mobility aids).
• Avoid blurry, poorly lit, or stock images (customers want to see the real deal!).
• Make sure to add a profile picture and cover photo (keep it a clear, high-quality logo or image that represents your business).

Example:

A mobility equipment provider started posting photos of their products in action (like a customer using a new scooter). This engagement increased, and they received more calls asking about availability.

4. Ignoring Local SEO Best Practices

The Mistake:

Even with a great profile, if you’re not optimized for local search engine optimization (SEO), you won’t show up when people search for “CPAP supplies near me” or “oxygen concentrators in [city].”

• If your GBP lacks local keywords, Google may not know where to rank you.
• Not building local backlinks can weaken your authority.
• If customers don’t check in or upload photos, your profile engagement drops.

How to Fix It:

• Add local keywords to your profile description (e.g., “We provide home medical equipment in Des Moines, IA”).
• Build local partnerships with clinics, senior centers, and hospitals to earn backlinks.
• Encourage customers to upload photos when they visit your store.

Example:

An HME provider added city-based keywords to their description and category sections. Within three months, they ranked higher for “oxygen concentrator near me” and saw an increase in local traffic.

“But where do I start?” With VGM Forbin! Let Us Guide You in the Right Direction

We’re happy to help! Our team of experts specializes in helping HME businesses like yours optimize their online presence through search engine optimization and Google Business Profile. Learn more about our SEO services and reputation management program.

5. Ignoring Google Reviews (or Not Responding to Them)

The Mistake:

Reviews build trust—but if you have no reviews (or a bunch of negative ones with no responses), potential customers may choose a competitor instead.

How to Fix It:

• Encourage customers to leave reviews (send follow-up emails or place QR codes in your store).
• Respond to all reviews—both good and bad.
  • Positive reviews: Say thanks! A simple “We appreciate your feedback!” can go a long way.
  • Negative reviews: Respond professionally and offer to resolve the issue.

Example:

A provider with 10+ negative reviews started responding to complaints and reaching out to unhappy customers. Many reviewers updated their ratings, and the business saw an improvement in local search rankings.

6. Not Utilizing Google Posts for Promotions &Updates

The Mistake:

Your GBP isn’t just a static listing—it's a marketing tool. But too many HME/DME providers set it up and then never update it.

• Not using Google Posts means missing out on free advertising.
• Customers won’t know about your latest products, special offers, or business updates unless you tell them.
• A dormant profile can make a business look inactive or outdated.

How to Fix It:

• Post weekly updates about new arrivals (e.g., CPAP machines, mobility scooters).
• Share seasonal promotions (e.g., "10% off compression stockings this month!”).
• Important business updates (e.g., “Now accepting Medicare for diabetic supplies”).
• Be sure to use eye-catching images and clear calls to action (e.g., “Call us today to learn more!”).

Example:

A DME provider started posting weekly about product highlights featuring their most popular medical equipment. Within a month, they saw a 25% increase in calls and website visits.

7. Failing to Add Products & Services

The Mistake:

Many HME and DME providers assume that customers will visit their website to see what they offer. But Google wants to display that information upfront—right on your GBP.

• If your profile doesn’t list your products/services, customers may assume you don’t carry what they need and move on.
• Not having clear categories makes it harder to appear in search results.

How to Fix It:

• Add your most popular products and services to your profile:
  • “Portable oxygen concentrators” instead of just “Medical Equipment.”
  • “Hospital Beds for Home Use” instead of “Home Care Supplies.”
• Include pricing information (if possible) to make it easier for customers to compare.
• Update products monthly to keep the listing fresh and reflect current stock and promotions.

Example:

An HME provided added CPAP machines, oxygen concentrators, and mobility aids to their GBP product listings. Within two months, their profile views doubled, and they received more direct inquiries from local customers.

8. Not Enabling Messaging or Call Tracking

The Mistake:

Many DME providers disable Google Messaging, missing out on easy customer inquiries. Others don’t use call tracking, so they have no idea how many leads their GBP is generating.

• Customers prefer quick responses—if they can’t message you directly, they might contact a competitor instead.
• Without call tracking, you can’t measure your GBP’s effectiveness.

How to Fix It:

• Enable Google Messages so customers can contact you instantly.
• Set up auto-replies to let customers know when to expect a response.
• Turn on Google Call Tracking to monitor calls from your profile.

Example:

A DME provider activated Google Messaging and assigned a team member to respond. Within one month, they received 30% more inquiries about their rental equipment.

9. Not Monitoring Insights & Performance Metrics

The Mistake:

If you’re not tracking your GBP performance, you have no way of knowing what’s working (or what’s not).

• Many businesses never check their Google Business Profile Insights—so they miss valuable trends.
• Without data, you can’t optimize your strategy to attract more customers.

How to Fix It:

• Check Google Business Profile Insights monthly to see:
  • How customers find you (direct search vs. discovery search).
  • What actions they take (calls, website visits, direction requests).
  • Which posts or updates get the most engagement.
• Adjust your strategy based on what’s working. If most customers click “Call,” prioritize phone support. If your website visits are high, ensure your site is easy to navigate.

Example:

An HME business noticed that 70% of their GBP visitors clicked “Get Directions.” They optimized their profile with a map, parking details, and store images—leading to an increase in in-store visits and sales.

Final Thoughts: Optimize Your GBP, Grow Your Business

Your Google Business Profile (GBP) is a game-changer—but only if it’s set up correctly. Too often, HME and DME providers miss out on free, high-value online visibility simply because of overlooked details. Whether it’s an unclaimed profile, incorrect business details, or a lack of reviews, these mistakes can hurt your ability to attract new customers, retain existing ones, and grow your local presence.

Quick Recap of GBP Mistakes to Avoid:

• Not claiming or verifying your profile -> Fix: Claim it today at Google Business Profile Manager.
• Inaccurate business information -> Fix: Ensure your name, address, and phone number (NAP) are consistent everywhere.
• No or poor-quality photos -> Fix: Upload high-quality images of your store, products, and showroom.
• Ignoring customer reviews -> Fix: Respond to all reviews, good and bad, to build trust and engagement.
• Not posting updates or promotions -> Fix: Use Google Posts to highlight new products, promotions, and business updates.
• Failing to list key products and services -> Fix: Add detailed descriptions of the products you offer
• Not enabling messaging or call tracking -> Fix: Turn on messaging and track calls through Google’s call history feature.
• Ignoring local SEO best practices -> Fix: Use location-based keywords in your profile and business description.
• Not tracking performance insights -> Fix: Regularly check GBP Insights to adjust your strategy based on customer behavior.

Why This Matters for Your HME/DME Business

Google is the first place customers go when searching for medical equipment and supplies. If your profile is outdated, missing key information, or underutilized, you’re losing potential business to competitors who have optimized their profiles.

Need Help? VGM Forbin is Here for You

At VGM Forbin, we specialize in digital marketing solutions tailored for HME/DME providers. We’ve helped countless businesses just like yours improve their local SEO, website traffic, and customer engagement—and we can do the same for you.

Want to stand out in local search results? Let’s chat!

Contact VGM Forbin today for expert guidance on optimizing your Google Business Profile and growing your business.
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