Create the master record
Document the approved business name, legal and trading context, customer-facing phone, website destinations, real locations, service areas, hours and primary categories.
The source of truth should have an owner, change history and supporting evidence.
Separate shared facts from platform choices
Core identity should stay consistent, while categories, attributes and supported actions vary by platform. Consistency does not mean forcing identical text into different systems.
Record the reason for each platform-specific choice.
Control access and changes
Keep primary ownership with the business, assign named managers and remove obsolete users. When a fact changes, update the website and priority platforms from the same approved change request.
Shared passwords and undocumented agency ownership create avoidable recovery risk.
Audit by customer impact
Prioritise errors that block contact, send customers to the wrong place or misrepresent availability. Then review completeness, media and measurement.
A quarterly review is more valuable than a one-time bulk cleanup that no one owns afterward.
How this becomes a project
A useful next step is a short audit of your current pages, search footprint, proof and measurement. The output should identify the few constraints worth fixing before more content or media is added.