Google Business Profile (formerly Google My Business) is a powerful free tool — and if you haven't set it up, you absolutely should. But a growing number of Australian small business owners are making a costly mistake: they think their Google Business Profile is a substitute for a proper website. It isn't. Here's why.
What Google Business Profile Can Do
Your GBP listing lets you appear in local map searches, display your hours and phone number, collect reviews, and post updates. For local visibility, it's genuinely valuable — especially for "near me" searches. But it has serious limitations that a website doesn't.
You Don't Control the Experience
On your Google listing, Google decides what to show and how to show it. Your competitors' listings appear right alongside yours. You can't tell your full story, showcase your portfolio properly, or guide a visitor through a conversion journey. You're just one option in a list.
No Landing Pages, No SEO for Specific Services
A GBP listing can't rank for specific keyword searches the way a website can. If someone searches "split system installation Wollongong" or "NDIS dietitian Brisbane", a website with a dedicated service page will rank — your GBP alone won't. Without service-specific pages, you're missing thousands of high-intent searches every month.
You Can't Capture Leads Properly
A website gives you contact forms, call tracking, online booking, and email capture. You can integrate Google Analytics to see exactly how visitors are finding and using your site. Your GBP gives you basic insights — but nothing close to the data and conversion tools a website provides.
Trust and Professionalism
When a potential customer or referral partner looks you up, what do they find? A business without a website signals that it's either new, very small, or not serious about its online presence. A professional website — especially one with client case studies, real reviews, and detailed service pages — builds the kind of trust that converts browsers into buyers.
The Fix: Use Both
Google Business Profile and a professional website work best together. Your GBP drives local visibility and gets people clicking; your website converts them into leads. Without a website, your GBP is a half-finished strategy. With both working together, you've got a reliable, consistent flow of inbound enquiries.