Most small businesses need both a Google Business Profile and a website, because they do different jobs. The profile puts you on Google Maps and local results with your hours, reviews, phone number and directions, and it is often the first thing a nearby customer sees. The website is where you explain your services, prices and policies in full, take bookings or enquiries on your own terms and give search engines and AI assistants detailed pages to cite.
A recent post on X put the case for the profile bluntly: "Your Google Business Profile might be doing more selling than your website." For many local businesses that is true for the first contact. But a profile alone has limits, and the two work best when they agree with each other.
What does each one do?
| Google Business Profile | Website |
|---|
| Where it appears | Google Maps, local search results | Search results, links you share, AI answers |
| Cost | Free | Domain and hosting, plus template or build |
| Who controls it | You, but Google sets the layout and rules | You, fully |
| Best for | Hours, location, reviews, calls, directions | Services, prices, policies, booking, detail |
| Reviews | Collected and shown here | Can show selected reviews with a link |
| Detail | Short description, posts, photos | As much as you need, one page per service |
| Portability | Tied to Google | Yours, on your own domain |
Why is a Google Business Profile so important?
For searches with local intent, such as "dentist near me" or "café open now", Google often shows a map and a list of businesses before the regular results. Those entries come from Business Profiles. Google's own guidance on AI features in search tells site owners to keep their Business Profile information up to date, alongside the usual advice for websites.
What can a website do that a profile cannot?
- Explain each service on its own page, with what it includes and what it costs
- Show your policies, such as cancellation, deposits, refunds or fees
- Take bookings, enquiries or orders through your own forms or tools
- Show who you are, with names, experience and qualifications
- Answer questions in an FAQ that customers and AI assistants can read
- Keep working if your profile is suspended, edited by others or changed by Google
A profile description has a strict length limit. A website does not.
Do you need a website if you have a Google Business Profile?
If you are very small and get most work from walk-ins or calls, a profile may cover you for a while. Most businesses benefit from a website once customers start asking the same questions before they buy, or once you want people to book or pay without calling. Our guide to whether you need a website if you are on Instagram covers the same question for social media.
A one-page site is often enough to start. See one-page small business websites.
How do you make the two work together?
- Use the same name, address and phone number on both, written exactly the same way.
- Add your website link to the profile.
- Match the hours. Update both when they change, including holidays.
- Pick the right categories on the profile.
- Link to your profile from the website, so people can read reviews or get directions.
- Keep services consistent. If the profile lists a service, your site should have a page about it.
- Add photos of the real place and team to both.
Inconsistent details, such as old hours on one and new hours on the other, confuse customers and can confuse search systems.
What about AI assistants?
When people ask ChatGPT, Perplexity or Google's AI features for a local recommendation, the answer may draw on business listings, review sites and the business's own website. A consistent profile and a clear website give those systems the same facts from two places. Our guide to getting your local business recommended by ChatGPT goes further.
What if you work from home or travel to customers?
Google Business Profile supports service-area businesses, such as mobile hairdressers, cleaners or tutors who visit students, where you can show the areas you serve instead of a public address. Check Google's current rules for your situation when you set it up. On your website, list the towns or districts you cover in plain text so customers know before they enquire.
Where do reviews fit in?
Reviews are collected on the profile and shown in Maps. On your website you can show a few with names and dates and link to the full set. See customer reviews on your website.
What should you set up first?
If you have neither, start with the profile, because it is free and quick. Then build a simple website with your services, prices, about and contact information, and link the two. On getsites, templates are grouped by trade on the templates for small businesses page, and 21 of the 48 are free (checked 29 October 2026).
Frequently asked questions
Is a Google Business Profile enough without a website?
For some very small local businesses, for a while. Most benefit from a website once customers need prices, policies or booking before they choose.
Is a Google Business Profile free?
Yes. Creating and managing a Google Business Profile is free.
Does a website help my Google Business Profile?
They support each other. Linking the profile to a website with consistent details gives customers and search systems more information to go on. Google does not publish a formula for how much each counts.
What details must match between my website and profile?
Business name, address, phone number, hours and the services you offer. Write them the same way in both places.
Should I show Google reviews on my website?
You can show a few accurately, with names and dates, and link to your profile for the rest. Do not edit or invent reviews.