Do I still need a website if my customers find me on Google Maps?

TL;DR

Yes. Even if Google Business Profile drives most of your local traffic, you still need a website for AI search visibility, third-party citations, and customer trust. Google Business Profile is leased space; it can change rules, demote your listing, or be suspended without warning. A website is the only digital asset you fully own.

Google Business Profile (formerly Google My Business) is enough to drive local discovery for many service businesses, the profile shows up in Maps, in the local pack, and in AI Overviews when someone searches for "[service] near me." For a single-location plumber or HVAC company, the profile alone can produce a steady flow of leads.

It’s still not enough on its own, for three reasons. First, AI search engines (ChatGPT, Perplexity, Claude) rarely cite Google Business Profile listings, they cite websites with real content. Second, third-party directories and review sites cross-reference business websites; a missing or thin website weakens those listings too. Third, Google Business Profile is governed entirely by Google’s policies, listings can be demoted or suspended, and the only appeal path is through Google itself.

A small business website is a hedge. Even a 5-page site with good structured data acts as the canonical source AI engines and directories cite, and as the asset you own if Google ever changes the rules of GBP. The cost is minimal, under $25/year self-hosted, and the floor it provides is durable.

Key facts

Google Business Profile suspensions affect tens of thousands of small businesses per year, with appeal cycles often taking 30+ days.
AI search engines (ChatGPT, Perplexity, Claude) cite first-party websites at substantially higher rates than directory listings.
A first-party website with LocalBusiness JSON-LD and matching contact info improves the trust signal of the corresponding Google Business Profile.
Yelp, Bing Places, Apple Maps, and Facebook all cross-reference your website URL when present, improving visibility across multiple discovery surfaces.
Domain + minimal hosting cost for a small business website is roughly $25/year.

Common follow-ups

Can I just put my Google Business Profile URL on my marketing materials?

You can, but you’re publicizing a Google-owned URL rather than your own domain. If Google ever suspends or restructures the profile, every printed business card, vehicle wrap, and ad becomes broken. A first-party domain is durable.

How do I connect my website and Google Business Profile?

Add your website URL to the profile. Ensure your business name, address, phone, and hours match exactly on both. Ship LocalBusiness JSON-LD on your website with the same data: Google cross-references both as a trust signal.

What if I only serve one local area?

A small website still helps. A single-page site with your services, hours, contact form, and LocalBusiness schema is enough to act as the canonical source for AI engines and third-party directories. It does not need to be elaborate.

Sources

By Isaiah Grant, Founder, Rebuilt StudioUpdated Apr 27, 2026