Google Business Profile vs website: why local businesses need both

Search for almost any trade plus a town name and you will see the same layout: a map with three businesses under it, then the regular results. That box is called the local pack, and the listings in it come from Google Business Profiles.

So a fair question from owners is: if the map is what people see first, do I even need a website? Or the reverse: I have a website, why bother with the profile? The answer is that each one does a job the other cannot.

What a Google Business Profile does

Your Google Business Profile (it used to be called Google My Business) is the free listing that shows on Google Maps and in the local pack. It holds:

• Your business name, phone number and hours
• Your address or service area
• Reviews and star rating
• Photos, services and short posts
• Buttons to call, get directions or visit your website

For "near me" searches, the profile is often the first thing a customer sees. Many people call straight from it without ever visiting a website.

What a website does that the profile cannot

• It tells the whole story. A profile gives you a few hundred characters. A website gives you a full page for every service, your process, warranties and project galleries.
• It helps you rank on the map. Google looks at your website when deciding how relevant your profile is. A profile linked to a strong site with clear service and town pages usually does better than one with no website or a thin one.
• It shows up in regular results too. Below the map there are ten more spots. A website can take one of those as well, which means two chances to be seen on the same search.
• It is yours. Google controls the profile layout, and profiles can be suspended. Your website stays on your domain.
• It closes the undecided. People comparing three contractors from the map often click through to the websites to decide. If you have none, you are out of that comparison.

How they work together

Think of it as a two step path:

1. A customer searches and finds you on the map through your profile.
2. They tap through to your website, see your work and service area, and call.

Each side makes the other stronger. The profile brings visitors to the site. The site gives Google more confidence in the profile.

Setting up your profile the right way

A half filled profile is one of the most common reasons a good local business does not show on the map. Go through this list:

• Primary category: pick the most specific one that matches your main service. Add secondary categories for other services.
• Service area: if you go to customers, list the towns or counties you cover and hide your home address.
• Name: use your real business name. Stuffing keywords or city names into it breaks Google's guidelines and can get the profile suspended.
• Services: add each service with a short description.
• Photos: upload real job photos regularly, not just a logo.
• Website link: point it to your site, ideally to the page that matches your main service.
• Reviews: ask every happy customer, and reply to every review, good or bad.

Make your details match everywhere

Your business name, phone number and area should be written exactly the same on your website, your Google profile, Facebook, Yelp and any directory. Small differences, like an old phone number on one site, make it harder for Google to trust which information is correct.

Which one first?

If you have nothing yet, claim your Google Business Profile today. It is free and takes little time to start. Verification can take a while, so get that moving first. Our step by step guide on getting your business on Google Maps covers verification and ranking in detail.

Then build the website and link the two. Once both are live and consistent, keep feeding the profile with photos, posts and reviews.

Want it done for you?

Our Website + Google Profile plan builds the site and sets up the profile together, so they match from day one. If you already have both and want ongoing work on the map, see our Google Business Profile optimization add-on.

Frequently asked questions

Do I need a website if I have a Google Business Profile?

Yes, if you want the most out of the profile. Google reads your website to understand your services and area, and customers click through to it for details before they call.

Which matters more for local search, the profile or the website?

The profile drives the map results and the website drives the regular results under the map. They support each other, so the strongest setup is both, with matching name, phone and services.

Is a Google Business Profile free?

Yes. Creating and keeping a profile costs nothing. You only need to verify that the business is yours.