The End of An Era | Why Your Business Needs a New Website After Google Shuts Down Websites Made With Business Profiles

Google has announced that it will be shutting down its Business Profiles platform on July 1, 2024, which currently powers over 200 million websites globally (1). This platform allowed businesses to easily create basic websites connected to their Google My Business listings, but the impending shutdown means companies need to seek new solutions.

According to a BrightLocal survey, 92% of consumers said they were more likely to trust businesses with professional websites, while 82% expect companies to have a website to consider using them (2). Additionally, Nielsen Norman Group found sites with inadequate customization and information result in nearly double the website abandonment rates (3).

With such high risks of losing credibility and online visitors after Business Profiles discontinuation, it is crucial for affected businesses to build fully customized websites showcasing their brands.

Top reasons include:

Complete Brand Customization: Business Profiles limited modification abilities. New websites allow for reflecting unique brand identities.

Enhanced Credibility & Professionalism: Generic Business Profile sites all appear similar. Custom websites better establish business legitimacy.

Optimized for SEO: Businesses can optimize new websites specifically for search engine discoverability and traffic. Business Profiles offer minimal SEO control.

Improved Lead Generation: Fully-developed websites allow features like email signup forms, live chat, and appointment scheduling to capture more leads.

Top recommended website building platforms available in 2024 include:

WordPress: The world's most popular CMS, powering over 43% of sites (4). Offering endless templates and customizability.

Wix: Featuring an extremely user-friendly drag and drop site builder with great flexibility.

Shopify: The top choice for ecommerce businesses, with built-in online store tools.

Squarespace: A superb platform providing beautiful designs and powerful ecommerce & marketing tools.

As the Google Business Profile offering sunsets, companies must develop new websites allowing them to maximize their brands, credibility, leads and sales online for years to come.

Here is a brief summary of why having a quality website helps businesses boost their success:

Websites Matter More Than Ever

In today's digital world, the first place potential customers turn to when researching or seeking out a business is their website. Studies show that close to 80% of people research a business online before ever stepping foot in their actual location. Simply put, no website equals lost opportunities.

Drives New Leads & Customers

An optimized, professional website presents the ideal front door for driving new traffic and introducing customers to your brand. Well-designed sites capture visitor attention and convert them into leads through clear messaging and conversion tools like email signup forms.

Builds Credibility & Trust

Consumers place their trust and dollars into businesses that present themselves as reliable experts. A website that effectively communicates your brand story, skills, and value proposition is essential for appearing credible in your industry. First impressions matter greatly online.

Allows Full Brand Control

Third-party directories provide limited ability to customize and control brand presentation. Your own website grants complete flexibility to showcase colors, photos, products, services, and content that represent your unique identity and offerings.

Websites enable businesses to tell their stories on their own terms, boost visibility, engage customers and build loyalty. Every business looking to find growth and success in the digital age requires an impactful online presence through a quality website. There is too much opportunity at stake without one.

Sources: (1) https://www.forbes.com/sites/johnlincoln/2022/02/16/new-google-business-profile-users-skyrocket-past-200-million-monthly-users/ (2) https://www.brightlocal.com/research/local-consumer-review-survey/ (3) https://www.nngroup.com/articles/website-abandonment-rate-misunderstood-metrics/ (4) https://kinsta.com/wordpress-market-share/

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