What Is Google Business Profile? The Complete Guide for Local Businesses
Discover what Google Business Profile is, why it matters for local search rankings, and how to use it alongside a professional website to get found by more customers.
If you've ever searched for a restaurant, plumber, or hair salon on Google and seen a map with business listings on the right side of the results, you've seen Google Business Profile in action. For local businesses, it's one of the most powerful — and completely free — tools available for getting found online.
What Is Google Business Profile?
Google Business Profile (formerly Google My Business) is a free tool from Google that lets business owners manage how their business appears on Google Search and Google Maps. When you claim and optimize your profile, your business can appear in the local pack — the group of three map-based results that appear near the top of Google searches for local services.
Your Google Business Profile includes your business name, address, phone number, website URL, opening hours, photos, customer reviews, and more. It's the foundation of your local online presence.
Why Does Google Business Profile Matter for Local Businesses?
The local pack — those three businesses that appear with a map at the top of local search results — captures a huge share of clicks from people looking for nearby services. If your business isn't in that pack, you're missing out on high-intent customers who are ready to buy.
- Appearing in local search results for relevant queries in your area
- Showing your hours, address, and phone number instantly to searchers
- Collecting and displaying customer reviews that build trust
- Enabling customers to call, get directions, or visit your website in one tap
- Sharing photos of your business, products, or work
How to Set Up Your Google Business Profile
Getting started is straightforward. Go to business.google.com, search for your business name, and claim your listing (or create one if it doesn't exist). Google will verify your business — typically by sending a postcard to your business address with a verification code. Once verified, you can complete your profile:
- 1Add your full business name, category, and description
- 2Enter your address, service area, phone number, and website
- 3Set your opening hours and mark any special hours
- 4Upload high-quality photos of your premises, products, or team
- 5Enable messaging so customers can contact you directly from your profile
Google Business Profile vs. Having Your Own Website
This is one of the most common questions local business owners ask: 'If I have a Google Business Profile, do I still need a website?' The short answer is: yes, and they work better together than either does alone.
Your Google Business Profile is what puts you on the map — literally. But it has strict limits on how much content you can include. There's no room for detailed service pages, customer testimonials, a photo gallery, or a contact form. A website fills those gaps and gives potential customers the deeper information they need to choose you over a competitor.
Google also looks at your website when deciding how to rank your Business Profile. A well-structured website with consistent NAP (Name, Address, Phone) information reinforces your local relevance and helps you rank higher in local search results.
How Avvio Bridges the Gap
Avvio is designed specifically for businesses that have a Google Business Profile but no website — or a website that's outdated and hard to update. By importing your data directly from Google, Avvio creates a website that perfectly mirrors and extends your Google profile, with consistent contact information, photos, and services already in place.
The result is a cohesive online presence: your Google Business Profile drives discovery, and your Avvio website converts visitors into leads and customers.
Have a Google Business Profile but no website yet? Avvio turns it into a professional website in 60 seconds — completely free to start.