The Importance of a website for Google my Business

In today's digitally-driven world, a robust online presence is critical for the success of any business, especially local businesses. Having a website and a Google My Business (GMB) listing are two powerful tools that can significantly enhance a business's visibility, credibility, and engagement with its target audience. Below is a detailed report on the benefits of a local business having a website and how it can complement a Google My Business listing.

1. Increased Online Visibility

Website Benefits:

24/7 Access: A website provides your business with a platform that is accessible around the clock, offering potential customers information about your services, products, and location even when your physical storefront is closed.
Global Reach: While a GMB listing is excellent for local visibility, a website extends your reach beyond local searches. This is beneficial for businesses that serve customers outside their immediate geographic area or want to expand.

How it Compliments GMB:

Broader Presence in Search Results: A Google My Business listing primarily targets local customers, often appearing in local search results, Google Maps, and Google’s Local Pack. However, having a website allows your business to rank in organic search results as well, offering a wider scope of visibility. Together, they ensure maximum presence across different areas of Google's platform.

2. Enhanced Credibility and Professionalism

Website Benefits:

Trust and Authority: A professionally designed website establishes your business as legitimate and trustworthy. It offers detailed information about your products or services, customer testimonials, and showcases your brand's expertise, which is harder to convey through a GMB listing alone.
Brand Storytelling: A website allows you to control your brand’s narrative, using visuals, videos, and blogs to present your business's unique values, mission, and story.

How it Compliments GMB:

First Impressions Matter: GMB listings provide basic information such as your business hours, address, and reviews. A well-designed website reinforces the information provided on GMB by offering a professional, customized experience that speaks to your audience on a deeper level. Customers can follow up on the information from your GMB listing by visiting your website for more comprehensive details, which boosts credibility.

3. Complete Control Over Content and SEO

Website Benefits:

Content Management: A website offers the flexibility to provide in-depth descriptions of your products or services, blog posts, company news, FAQs, and any other relevant information to help your customers make informed decisions.
Search Engine Optimization (SEO): SEO-optimized websites increase your chances of ranking higher on search engines for relevant keywords. This can bring in more organic traffic over time.

How it Compliments GMB:

Consistency: Consistent information across both your GMB profile and your website helps build trust with both Google and your customers. Mismatched information can confuse potential clients and negatively impact your local SEO.
GMB Posts and Links: You can create posts on GMB that link directly to your website's blog articles, promotions, or landing pages, driving traffic from your GMB listing directly to your website. This keeps users engaged and moving along the customer journey.

4. Expanded Marketing Opportunities

Website Benefits:

Digital Marketing Hub: Your website can serve as the hub for various digital marketing strategies, including email marketing, social media integration, paid ads, and affiliate marketing. It provides a platform for you to capture leads, sell products directly, or offer newsletters.
Analytics: With tools like Google Analytics, you can track user behavior, measure conversions, and gain insights into customer demographics and preferences. This data can be leveraged to refine your marketing strategy.

How it Compliments GMB:

Enhanced Local Marketing: GMB offers features such as "Posts" and "Q&A" sections where businesses can interact with local customers. A website expands these efforts by allowing you to use data collected through your GMB listing (such as commonly asked questions or local trends) to better tailor your website’s content to meet local demand.
Linking Campaigns: You can run targeted campaigns, such as limited-time offers or local events, and link them back to your website through your GMB profile, offering a cohesive marketing strategy.

5. Customer Engagement and Conversion

Website Benefits:

Direct Interaction: A website offers tools such as live chat, contact forms, and comment sections, allowing for real-time interaction with customers. This can improve customer satisfaction and increase conversion rates.
E-commerce Capabilities: If you sell products, a website provides the option for customers to make purchases directly online. Even service-based businesses can use their website for booking appointments, registering for events, or contacting customer support.

How it Compliments GMB:

Call to Action (CTA) Synergy: While a GMB listing can display your contact number, address, and basic information, it lacks the robust CTAs that a website offers. A well-designed website with prominent calls to action (CTAs) like “Buy Now,” “Book an Appointment,” or “Learn More” can convert casual visitors into paying customers. GMB listings can include website links, driving traffic toward these CTAs and ultimately improving conversion.

6. Improved Customer Experience

Website Benefits:

Comprehensive Information: A website can house all necessary information about your business, including detailed product descriptions, pricing, service offerings, blog content, and customer support options.
Mobile Responsiveness: With a responsive design, your website can offer an optimal viewing experience across various devices, ensuring that potential customers can easily navigate it, whether on desktop or mobile.

How it Compliments GMB:

Quick Information Access: Customers often turn to Google My Business to get quick details such as opening hours, location, or reviews. A website offers the next level of detail, such as product/service explanations or pricing, which is not usually featured on GMB. Having the two linked ensures that customers get both quick answers and detailed information, leading to a better overall experience.

7. Competitive Advantage

Website Benefits:

Outshining Competitors: While many local businesses rely solely on Google My Business, having a professional website can set your business apart from competitors. A website lets you showcase your full portfolio, add customer reviews, and provide more detailed information than your competition might offer.

How it Compliments GMB:

Improving Your Local Ranking: GMB's algorithm considers various factors when ranking businesses, including the presence of a linked website. A well-optimized website can help improve your overall local search rankings by driving traffic, increasing engagement, and providing valuable backlinks from other sites.

Conclusion

A Google My Business listing is an excellent starting point for local businesses to improve their visibility in search results and attract nearby customers. However, a dedicated website adds a wealth of benefits, ranging from enhanced credibility and control over content to increased marketing opportunities and improved customer engagement. When used in tandem, GMB and a website can create a comprehensive, effective, and synergistic online presence, helping businesses capture more local and even global opportunities.

Investing in both platforms ensures that businesses remain competitive, reachable, and appealing to both new and returning customers.