It's a fair question. Your Google Business Profile shows up on Maps, has your phone number, your hours, your photos and your reviews, and people can call you straight from it. Some businesses get most of their calls that way. So why pay for a website?
The short answer: you don't strictly need one to get started, but a profile alone puts a ceiling on how much work you get. Here's how to tell which situation you're in.
When a Google profile is enough, for now
A profile on its own can work well if:
- you're just starting out and money is tight
- you offer one simple service that customers already understand
- most of your customers call after a quick look at your reviews
- you're in a small area with few competitors
If that's you, put your energy into a complete profile and a steady flow of reviews first. That will do more for you this month than a website.
What a website does that a profile can't
It explains what you do, properly. A profile gives you a short description and a list of services. A website gives every service its own page: what's included, how long it takes, what it costs or what affects the price, photos of real jobs. That's what convinces the customer who's comparing you with two others.
It helps you show up for more searches. Google reads your website too. A page about "basement waterproofing in Barrhaven" is a clear signal for that search; a profile alone gives Google much less to work with. Google also says your position in regular web results counts toward prominence in local rankings.
It feeds AI assistants. When someone asks ChatGPT or Gemini who to call, the assistants that search the web read websites. A clear site with your services, areas and hours gives them something specific to use. Our guide on getting recommended by AI assistants explains why.
It's yours. Google controls your profile: its layout, its features, and whether it's visible. Profiles can be suspended by mistake, and features come and go. Your website, on your own domain, stays under your control.
It's where ads and promotions should land. If you ever run ads or a seasonal promotion, you need a page built for that offer.
It makes you look established. Many customers check whether a business has a real website before they hand over their address or a deposit. Fair or not, "no website" reads as "might not be around next year" to some people.
