The Quick Answer
If you are a local service business with limited budget, start with Google Business Profile. It is free, gets you visible in Google Maps quickly, and generates calls from people actively searching for your services.
If you sell products online, need to explain complex services, or want to build long-term organic traffic, prioritize a website.
Most businesses need both eventually. This guide helps you decide which one deserves your attention and budget first.
What Each One Actually Does
Before comparing them, let us clarify what you get from each.
Google Business Profile
Your Google Business Profile (formerly Google My Business) is a free listing that appears in Google Search and Google Maps when people search for local businesses.
When someone searches "plumber near me" or "best pizza Phoenix," the map results they see come from Google Business Profile listings.
What GBP gives you:
- Visibility in Google Maps and the local "map pack"
- Direct calls and direction requests from search results
- Customer reviews displayed prominently
- Business hours, photos, and service descriptions
- Posts and updates to engage potential customers
- Messaging capabilities for customer inquiries
- Insights on how people find and interact with your listing
What GBP does not give you:
- Full control over your online presence
- Detailed information about your services
- Blog content or educational resources
- E-commerce capabilities
- Email capture or lead magnets
- Professional credibility beyond reviews
Website
A website is your owned digital property where you control the content, design, and user experience.
What a website gives you:
- Complete control over branding and messaging
- Detailed service pages that answer customer questions
- Blog content that ranks in organic search
- Contact forms that capture leads
- Integration with booking systems, CRMs, and payment processors
- Professional credibility and trust signals
- A platform for paid advertising to drive traffic to
- An asset you own rather than rent
What a website does not give you:
- Automatic visibility in Google Maps
- Direct integration with Google's local search features
- Free hosting (you pay for domain and hosting)
- Instant traffic (SEO takes time)
When to Prioritize Google Business Profile
GBP should come first if most of these apply to your situation:
You Serve a Local Geographic Area
If your customers are within a 30-mile radius and they search for services "near me," GBP is where they will find you. Electricians, plumbers, restaurants, salons, dentists, and home service providers all depend heavily on local map visibility.
Your Services Are Straightforward
When customers already know what they need (haircut, oil change, emergency plumber), they do not need a website to convince them. They need to find a provider quickly and see that provider has good reviews.
You Have Zero Online Presence Right Now
If you are completely invisible online, GBP gets you on the map within days. A website takes weeks to build and months to rank. GBP is faster to value.
Budget Is Extremely Tight
GBP costs nothing but your time. If you cannot afford a $1,000+ website right now, a well-optimized GBP keeps you in the game while you save.
Customers Decide Based on Reviews and Proximity
For commoditized services where customers compare 3 to 5 options quickly, reviews and location matter more than website sophistication. A 4.8-star rating with 50 reviews beats a fancy website with no social proof.
You Can Generate Reviews Consistently
GBP works best when you actively collect reviews. If you have a system for asking satisfied customers to leave reviews, GBP becomes increasingly powerful over time.
When to Prioritize a Website
A website should come first if most of these apply:
Your Services Need Explanation
Consultants, coaches, specialized contractors, and B2B service providers often need to educate potential customers before they are ready to call. A website lets you explain your process, showcase expertise, and answer objections.
You Sell Products Online
GBP cannot process transactions. If e-commerce is part of your business model, you need a website.
You Want Organic Search Traffic Beyond Local
GBP only helps with local and map searches. If you want to rank for informational queries like "how to fix a leaky faucet" or "best CRM for small business," you need website content.
Your Customers Research Before Buying
Higher-ticket services typically involve more research. Customers compare multiple providers, read about approaches, and look for expertise signals. A website full of helpful content builds trust that a GBP listing cannot.
You Plan to Run Paid Advertising
Google Ads, Facebook Ads, and other paid channels drive traffic to a destination. Without a website or landing page, you have nowhere to send paid traffic effectively.
You Serve Customers Nationwide or Internationally
GBP is inherently local. If geography does not limit your customer base, a website is your primary discovery channel.
Credibility and Professionalism Matter in Your Industry
Some industries judge providers partly by their online presence. Law firms, financial advisors, and professional consultants often need polished websites to be taken seriously.
The Real Answer: You Need Both
Here is the honest truth: Google Business Profile and a website work together. They are not either/or choices in the long run.
GBP without a website:
- Limits the information customers can find about you
- Reduces credibility for research-oriented buyers
- Leaves you dependent on a platform you do not control
- Misses organic search traffic opportunities
Website without GBP:
- Misses the local map pack entirely
- Loses customers who search "near me"
- Makes it harder to collect and display reviews
- Ignores the highest-intent local searches
The question is not which one to have. It is which one to invest in first when resources are limited.
A Practical Approach: Phase Your Investment
Phase 1: Google Business Profile (Free, Do It Now)
If you have not claimed your GBP, do it today. It costs nothing and takes an hour.
- Claim and verify your listing at business.google.com
- Add accurate business information, categories, and service areas
- Upload quality photos of your work and location
- Write a clear business description
- Start asking customers for reviews
This gives you immediate local visibility while you plan the next step.
For help with GBP setup and optimization, see: Get Found on Google
Phase 2: Simple Website ($1,000 to $2,500)
Once GBP is generating calls and you have budget, invest in a focused website:
- Homepage that explains what you do and who you serve
- Services page with clear descriptions
- About page that builds credibility
- Contact page with form and phone number
- Mobile-optimized, fast-loading design
This gives customers a place to learn more before calling and establishes professional credibility.
For website options at different price points, see: How Much Does a Small Business Website Cost
Phase 3: SEO and Content (Ongoing)
With both GBP and a website in place, you can:
- Link your website to your GBP listing
- Create content that ranks in organic search
- Build local citations for stronger local SEO
- Develop service-specific landing pages
- Add blog content that establishes expertise
This compounds your online visibility over time.
Common Mistakes to Avoid
Mistake 1: Waiting for a Perfect Website Before Claiming GBP
Your GBP listing can exist and generate leads before your website is ready. Do not leave free visibility on the table.
Mistake 2: Building a Website Nobody Can Find
A beautiful website that does not rank in search and is not linked to your GBP listing is just an expensive business card. Plan for discovery, not just existence.
Mistake 3: Ignoring GBP After Initial Setup
GBP rewards activity. Businesses that post updates, respond to reviews, and add photos consistently outrank those who set it and forget it.
Mistake 4: Treating Your Website Like a Brochure
Static websites with thin content do not rank well. If your website is just five pages that never change, you are missing the long-term value of content marketing.
Mistake 5: Assuming One Handles Everything
Neither GBP nor a website is sufficient alone for most businesses. Plan for both, even if you phase the investment.
Industry-Specific Guidance
Restaurants and Food Service
Priority: Google Business Profile
Customers search for food by location and reviews. Your GBP listing with menu, photos, hours, and reviews does most of the selling. A website helps but is secondary for most restaurants.
Home Services (Plumbers, Electricians, HVAC)
Priority: Google Business Profile
Emergency and near-me searches dominate this category. Get your GBP optimized and generating reviews first. A website adds credibility and captures customers who research before calling.
Professional Services (Lawyers, Accountants, Consultants)
Priority: Website
These services require trust-building and often involve research before contact. A professional website with expertise content is essential. GBP matters for local visibility but website credibility comes first.
Health and Wellness (Dentists, Chiropractors, Therapists)
Priority: Both simultaneously if possible
Patients search locally and read reviews (GBP strength) but also research providers and services before booking (website strength). Invest in both if budget allows.
Retail and E-commerce
Priority: Website
You cannot sell products through GBP. An e-commerce website is fundamental. GBP helps with local foot traffic for brick-and-mortar locations.
Salons and Spas
Priority: Google Business Profile, then website with booking
Reviews and photos drive salon discovery. Get GBP optimized first, then add a website with online booking integration.
For booking system options, see: Online Booking for Small Business
How They Work Together
Once you have both, they reinforce each other:
Website content improves GBP rankings: Google considers your website when determining local relevance. Service pages with location keywords help your GBP rank better.
GBP reviews build website credibility: Displaying your Google rating on your website provides social proof you earned elsewhere.
GBP drives traffic to website: Your GBP listing links to your website, sending interested customers to learn more.
Website captures leads GBP cannot: Contact forms, email signups, and detailed inquiries happen on your website, not GBP.
Both improve overall Google visibility: Consistent information across GBP and your website signals legitimacy to Google's algorithms.
Getting Started
If you are starting from zero, here is the practical sequence:
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Claim your Google Business Profile today. It is free and takes an hour. Learn how
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Optimize your GBP over the next two weeks. Add photos, write descriptions, set up categories properly.
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Start collecting reviews immediately. Ask every satisfied customer. This builds momentum.
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Plan your website for the next 30 to 90 days. Save budget, clarify requirements, find a developer.
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Launch a focused website. Start simple. Five solid pages beat twenty weak ones.
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Connect everything. Link GBP to website, add GBP reviews to website, ensure consistent information everywhere.
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Build over time. Add content, collect more reviews, optimize based on what is working.
This sequence gets you visible quickly while building toward a complete online presence.
Ready to Get Started?
If you need help with either piece:
Google Business Profile setup and optimization: Get Found on Google
Professional website for your business: Small Business Websites
Or talk through your specific situation: Free Consultation
We will give you an honest assessment of what makes sense for your business right now.
FAQs
Do I need both a Google Business Profile and a website?
Eventually, yes. But if you can only do one right now, GBP is often the better starting point for local service businesses. It gets you visible in Google Maps immediately while you save for a proper website.
Can I rank on Google without a website?
Yes, in the local map pack. Your Google Business Profile can appear in local search results and Google Maps without a website. However, you will miss organic search traffic and have limited control over your online presence.
Is Google Business Profile really free?
Setting up and maintaining a GBP is completely free. Google makes money from ads, not from business listings. The only costs are your time to optimize it and optionally paying someone to set it up for you.
How long does it take to show up in Google Maps?
Your listing typically appears within a few days of verification. Ranking well in the local pack for competitive searches takes longer, usually 2 to 6 months of consistent optimization and review generation.
What if I work from home and do not want my address public?
Service-area businesses can hide their street address while still appearing in local search results. You define the areas you serve instead of showing a physical location.
Should I get a website before starting Google Ads?
Yes. Google Ads sends traffic to a destination. Without a website, you have nowhere effective to send paid traffic. A landing page at minimum is necessary for ads to work.
Eiji
Founder & Lead Developer at eidoSOFT