Google is Shutting Down Websites Made With Google Business Profile

In a surprising move, Google has announced the discontinuation of the website creation feature within Google Business Profile, slated to take effect from March 2024. Initially offering businesses a convenient way to establish an online presence, this change brings a pivotal shift in how businesses manage their digital storefronts. 

Background

Google’s initiative to allow businesses to create websites directly through their Business Profile was a game-changer. Simplifying the process, it enabled even the smallest enterprises to establish an online presence without the need for extensive technical expertise. However, this chapter is coming to a close as Google announced the shutdown phase of websites made with Google Business profile.

The Transition Timeline

Businesses utilizing Google Business Profile websites need to be mindful of the timeline associated with this transition. Until June 10, 2024, Google will automatically redirect visitors to a business’s profile if they attempt to access the website. However, after this date, failure to update the Business Profile with the correct website information  result in customers encountering a ‘Not Found’ page.

Critical Action Steps for Businesses

To ensure a smooth transition, businesses are advised to take the following steps:

Check and Update Business Profile Information

• Log in to your Google Business Profile and verify that all information is accurate and up-to-date.
• Pay special attention to the website field and ensure it reflects the correct URL.

Create an External Website

• For businesses without an external website, consider establishing one using popular website builders or professional services.
• Ensure the new website aligns with your brand identity and provides essential information about your products or services.

SEO Optimization

• Implement SEO best practices on your external website to improve its search engine ranking.

Communication Strategy

• Inform your customers about the transition through various channels, such as social media, email newsletters, and in-store communications.
• Clearly communicate the updated website URL and any additional information they may need.

Impact on Businesses Without Google Business Profile Websites

For businesses that have not utilized the Google Business Profile website feature, there is no immediate impact. However, this serves as a reminder of the dynamic nature of online platforms, emphasizing the importance of regularly assessing and optimizing one’s digital presence.

Conclusion

As Google Business Profile phases out its website creation feature, businesses are urged to adapt promptly to avoid any disruptions to their online presence. This transition provides an opportunity for businesses to not only update their information but also to invest in a robust external website, enhancing their overall digital presence. By staying proactive and following the outlined steps, businesses can ensure a seamless transition into this new era of online visibility.