The services list mistake that hides tow companies from lockout and jump-start searches
Most tow profiles list towing and nothing else, so drivers searching lockout, jump start or winch-out find someone else. The 20-minute fix on Google.
A driver locked out of their car at a grocery store does not search "towing." They search "car lockout near me" or "locksmith for car." A driver with a dead battery in a parking garage searches "jump start service." If your Google profile only says towing, you may not show up for either one.
This is one of the most common mistakes we see on tow company profiles. The fix takes about 20 minutes, and it matters more in winter, when dead batteries and slide-offs pick up.
What the mistake looks like
Open your Google profile and go to Edit services. On most tow profiles we look at, the list is short: towing, maybe roadside assistance, and nothing else.
Then look at your website. Often it has one page that says "24/7 towing and roadside" with a phone number. No page for lockouts, no page for jump starts, no page for winch-outs.
To Google, that looks like a company that only tows. So when someone searches for a lockout, the map shows the locksmith or the competitor who spelled it out.
Why it costs more than you think
Roadside calls are smaller tickets than a long tow. But they are fast, they often come with no motor club rate attached, and the customer remembers who showed up. A driver you helped with a jump start in January is the one who calls you when the transmission fails in June.
They are also a big share of review opportunities. A quick lockout that saves someone an hour in the cold often turns into a five-star review on the spot.
The profile numbers show how much room there is. The median tow company has 31 reviews, and 20.5% sit under four stars. Every extra happy roadside customer is a chance to move both numbers.
The fix on Google, step by step
1. Check your categories (5 minutes)
Your primary category should be Towing service. Then add secondary categories that match work you really do. Common ones include Roadside assistance service and Auto wrecker. Only add a category if you actually do that work. Google can remove categories that do not fit.
2. Fill out the services list (10 minutes)
Under Edit services, add every roadside service you offer, one at a time. Most tow companies can add some or all of these:
- Light duty towing
- Medium or heavy duty towing
- Flatbed towing
- Motorcycle towing
- Car lockout service
- Jump start and battery boost
- Flat tire change
- Fuel delivery
- Winch-out and recovery
- Accident towing
- Private property impound
Add a one-sentence description to each. Plain words work: "We get you back in your car without damage, usually within 30 to 45 minutes in our service area." Only say that response time if it is true for you.
The Google Business Profile guide covers the rest of the profile setup.
3. Add one post (5 minutes)
Write a short winter post: "Dead battery or locked out in the cold? We do jump starts and lockouts 24 hours a day in [your towns]." Add a photo of a truck on a real call. A dated post shows the profile is active.
The fix on your website
Your website needs a short page for each roadside service that brings in real calls. You do not need ten pages tomorrow. Start with the three you do most, which for many tow companies are lockouts, jump starts and winch-outs.
Each page needs four things:
- A headline with the service and the area: "Car lockout service in [town]."
- Your phone number as a tap-to-call button at the top.
- A short price range or "call for a quote in under a minute."
- Two or three sentences about how the call works.
Tow companies with a website hold a median of 47 reviews, against 17 for those without one. A site with clear service pages gives Google more to match against roadside searches. The website essentials guide lists what else the site needs.
Answer the calls it brings
More services listed means more calls at odd hours. 50.7% of tow profiles say they are open 24 hours. If you claim it, answer it. A lockout customer who hits voicemail will call the next listing within a minute.
If you cannot staff every overnight call, a text-back helps:
"Sorry we missed you. We are on another call. Reply with your location and what you need, and we will call you back right away with a time."
Run a normal week through the calculator to see what missed roadside calls cost you.
Quick checklist
- Primary category: Towing service. Add only secondary categories you actually do.
- List every roadside service on the profile, each with a one-line description.
- Post one winter roadside update with a real photo.
- Build website pages for your top three roadside services.
- Answer or text back every call, day and night.
If you want help with the profile, the pages or the after-hours answering, the free 14-day trial covers any service, no card required. Text or call (385) 249-3225.
Steven has spent the last several years running growth campaigns for local service businesses, towing companies among them, and builds the benchmark datasets on this site from public Google listings. About the editor