Do I need a website or is Google My Business enough?

• While social media allows you to engage directly with your clients, a website is the first real introduction to your business when clients search on Google.
• Google My Business displays your company’s contact information more visibly in search results, but it still doesn’t provide the same level of customization and data control as your own website.
• A website allows you to stand out from the competition in ways that Google My Business listings cannot provide.

Online presence has never been more accessible – or more important – for small business owners. But a common question we encounter is:

“Is it enough for my small business to just have a Google My Business listing or do I need a website?”

Although small business owners are busy and want to simplify their marketing as much as possible, the fact is that you still need a website.

Here are seven reasons why a website is crucial for your business’s success:

1. Consumers/clients expect small businesses to have their own website

2023 has made it clear that having a website for your business is as basic as having a phone number. One study showed that 70% of consumers think it’s important for a small business to have a website. Another study says that 30% won’t even consider a business without a website. Yet another study showed that 68% of consumers believe every small business should have a blog – not just a website.

People are used to searching the internet to learn more about a business that interests them. Having a customized website gives you the chance to provide clients with a quick overview of your business before they physically step in. Your small business website can show your location in the community, feature multimedia, sell your products, tell your story, link to your social media pages, share contact details, and much more. Your website can be whatever you want it to be.

Customer expectations are important. Don’t disappoint people before they even show up because without a website, some of them might not show up at all.

2. Having a website gives you an advantage over your competition (every business has competition)

Just over half of all small businesses have a website. If you don’t have one, but your competitors do, a potential customer may visit your competitor’s site and learn almost everything they need to know.

On your competitor’s website, a potential customer can read their detailed “About Us” page and watch a video from the owner. The customer will be able to sign up for your competitor’s newsletter or read testimonials. They might be able to fill out a contact form, book an appointment, or calculate how much a particular service could cost. They might even place an order.

They will be able to do all of this and more on your competitor’s website. If you only have a Google My Business listing, you will miss out on all those great opportunities to serve and delight your customers. Not to mention the opportunity to collect their information so you can stay in touch and encourage return visits.

3. It’s easy to set up a simple website

Even just a few years ago, setting up a website was much more complicated than it is today. You had to hire a designer and coder, figure out how to purchase a domain, point that domain to a server, set up and maintain security, and much more. These days, if you can handle something as complex as filing taxes, building your own website is a breeze.

If you don’t need a complicated website, a website builder tool is probably the right choice for your small business. Website builders are easy to use on your own and will help you quickly create a website. They allow you to drag and drop text and images into templates – no coding required. Some website builder tools include a domain name, hosting, and other perks for a low monthly fee, making them budget-friendly.

Google has made its Google My Business listings quick and easy to set up, but creating your own website is just as easy. If you already have the information and images you used to set up your listing, you already have the elements needed for your website.

4. A website gives you a hub for all your marketing activities

Your online strategy likely includes Google My Business, a Facebook page (and other social media accounts), business listings, and more. But it’s important that all your initiatives are tied to one official hub: your website. Without a website, your marketing efforts are disjointed. There’s no single place where you have full control over the look and feel of your brand and the voice of your brand.

This also applies to your offline marketing efforts. From business cards to flyers to in-store materials and more, everything your customers interact with should feature your website. If they want to come back for more information, give them a central hub to do so. All roads should lead home!

Don’t forget to update your website with relevant information and add it to all your online properties (Google My Business, Facebook, Instagram, business listings, etc.). Use the areas where your brand is present as additional opportunities to direct people to your website for the full brand experience. Watch out for typos, especially on printed materials, as their replacement can be expensive.

5. You don’t have complete control over your Google My Business listing – Google does

Google My Business listings are a place where you can gather reviews and manage them, put your business on Google Maps, and help people learn important details about your business. There’s no doubt that Google My Business listings are a great resource for small businesses. We encourage you to claim your listing and optimize it to get the most out of it.

But on the other hand, Google has a long history of “modifying” some of its products on the fly. Just ask anyone working in local SEO, and they will tell you that Google constantly changes what elements appear in search results, including how the Google My Business program is implemented.

Google also reserves the right to remove your Google My Business profile if they find something they don’t like on it. It’s unlikely this will happen if you follow the rules, but it can happen, and it can be detrimental to a small business. Also, it’s possible for your competitors to edit your Google My Business profile, which is an obvious issue to keep in mind and monitor.

So, as great as the Google My Business program is, always keep in mind: you don’t have absolute control over your Google My Business listing. Google does.

6. Not everyone uses Google My Business

While Google My Business is a quick and convenient way to get essential information about a business (especially on a mobile device), sometimes users want more information to make a decision. Without a website, those customers can’t learn more about your business, and you won’t be on their radar.

While Google holds most of the search engine market share, you can’t disregard other popular search engines like Bing. A properly optimized website can rank across different search engines, but a Google My Business listing will only appear on Google.

There are also other business listings you can use. Make sure you have listed your relevant business directories and that your details are accurate and up to date.

Search engine market share worldwide – 4/2023. LINK

7. A website can do much more than Google My Business

Google My Business listings are not fully customizable and are limited to the fields that Google provides. With a website, you can do almost anything you want. Even drag-and-drop website templates can be customized and can reflect all the unique aspects of your brand in ways that a GMB listing can’t.

Websites offer valuable features that help grow your business. A few examples include:

• Newsletter sign-ups
• Detailed business information
• Direct purchases (including gift cards)
• Appointment scheduling
• Job applications
• Branded multimedia
• Business stories, founder and employee stories
• Social media links
• Optional blog

Conclusion – It’s better together

Google My Business listings are an important part of your overall online strategy. However, a website is the key element of a successful strategy and the glue that holds everything together. A website is the face of your brand and a direct line to your customers. It gives you the chance to inform, delight, engage, and stay connected with new and old customers.

It has never been more accessible to create a website. Your customers expect it, and it gives you the much-needed competitive edge. Use your website in combination with all your marketing efforts to increase your presence and grow your business.