Why You Need Both a Google Business Profile and a Website (and Why Only One Is Not Enough)
If you own a local service-based business in your, you’ve probably already heard that you should create a Google Business Profile. The reason for doing it is because it’s free, it helps you get on Google Maps, and it easy to do. And for some businesses, a GBP might be enough to start getting inquiries. And this can make people wonder if a website is really necessary. And the answer to that questions is “yes”. While a Google Business Profile is useful, it can’t do the heavy lifting on its own.
The Purpose of a Google Business Profile
A Google Business Profile has all the basics. It is a quick snapshot of your business. It has your business name, address, services, reviews, and contact information. It works best for people who are nearby and looking for a business like yours. And, a GBP can often be the first thing that potential client sees when they go to Google to look for a business that offers your services.
The Reason a Website is Important
When someone is scanning through all the Google Business Profiles, what they see is pretty generic and so if they feel comfortable enough with visiting or calling a business based off their GBP alone then they will click through to their website for more information. And, if your GBP doesn’t have a website link then people will keep on scrolling. Your website gives you a chance to talk about what you do, who you help, and how your services work. A profile can let someone know you exist, but your website can help them feel good about choosing you over someone else.
From an SEO point of view, Google uses data from both. Both your GBP and your website can help people find you in your area but your website gives them more information about your businesses and can hone in a lot more on more specific keywords you potential clients are using to find a business like yours. And, Google checks both your GBP and your website to make sure your services, locations all match up. This gives you a higher trustworthiness score in the eyes of Google.
Why Depending on Just One Thing Stops Growth
The other important piece pertaining to have your own website is ownership. You don’t own your Google Business Profile the same way you own your website. With very little notice, Google can change GBP features, suspend profiles, or make them less visible. You are at risk if your whole online presence depends on your Google profile. With your website, you have more control and it keeps working for your business independent of any changes Google might make to Google Maps or the Business Profiles.
How a Website Can Improve Conversions
Conversions are another thing to think about. A Google Business Profile is great for providing directions to your location and for displaying phone numbers but, it’s not meant to explain your services, guide someone through your process, or answer frequently asked questions. Your website can help visitors trust, and sort through inquiries so that you only hear from people who are a good fit.
Your Google Business Profile is like the front door, and your website is the conversation that happens when someone walks in. One gets noticed, while the other builds the relationship. You need both of these things working together to support your business.
Next Steps
I’m a Waterloo SEO Specialist who works with local service-based businesses in the therapy, health and wellness, and home improvement fields. If you are interested in learning more about how I can help improve your visibility in the search engines and improve conversions, schedule a discovery call so we can talk about what’s working, and what’s not.