A workable routine is to standardise at the begin of every quarter and log every change with a date.
Handled steadily, business listings stop being a project and become a habit. The data from most clean-up projects indicates clean-up work pays back fastest for boutique agencies.
Nine times out of ten, the pattern repeats: the businesses that audit every month are the ones that stop worrying about it. Where the marketing lead has changed twice, expect unverified claims somewhere in the profile. Just as important, if a listing cannot be claimed, document it and move on rather than duplicating it. Get the facts to agree, and map providers will do the rest without being asked.
Left alone, a broken website field spreads to sources the business never submitted to. Crucially, keep the description factual; the categories carry the relevance work. Comparisons between competitors tend to show the effort scales badly if it is left until a rebrand forces it.
Related references
Practitioner surveys show the gap between a tidy profile and a neglected one widens in a rural catchment. A stale address is straightforward to miss because nothing visibly breaks.
An abandoned profile costs more in a dense market over a wide service radius than it does in a quiet one. Treat the business description as a single source of truth, not as a field to be improvised per site -- and it rarely happens quickly. Anyone who has run a bulk audit knows the majority of profiles carry at least one contradiction. Crucially, keep the record well-structured, revisit it at least annually, and most local problems solve themselves.