Google Business Sites Will Be Discontinued Soon: What Does It Mean For Your Small Business?

It is not uncommon for Google to come out and say they’re discontinuing a product or are replacing an outdated product with a new one. 

That’s what happened recently when Google announced the discontinuation of websites built on Google Business Profile. 

The change is going to be especially impactful for small businesses and local stores that built their online presence through Google Business Profile and ultimately Google Website. 

But what is the whole story behind Google Business sites shutting down? What are the timelines and what can you do next to keep your online presence intact? 

Let’s find out. 

Overview – Why and When are Google Business Sites Shutting Down? 

With the listing of a business on Google Business Profile, Google also provided the option for small businesses to establish their online presence and get a free “.business.com” domain name. 

For businesses who didn’t want the hassle of developing full-fledged websites, this feature allowed brands to build a free and quick single-page website and get it running in no time. It also became a cost-saving and resource-saving way for developing a website considering they don’t have to outsource or hire talent and create a website on their own. 

Google recently announced that they will shut down Business Profile websites in March 2024. It was a move some saw coming since the sale of Google’s domain business to Squarespace in 2023. 

It means that customers who attempt to revisit the Google Business Website will be redirected to the Business Profile instead. But this redirection will only work till June 10th, 2024. 

Beyond this date, users attempting to visit a Google Business Website will land to a “Page not found” error instead. This means that businesses who still want a website, quickly need to look for alternative platforms to create one to get it up and running. 

Who will this affect? 

All local and small businesses that built a website through Google Business Profile will be affected. If you just have your business listed on Google Business Profile but not a website, you don’t have to be concerned about this update. 

Why the need for Google Business Sites Shutting Down? 

Most SEO experts think that Google is doing this so that it can put its focus on other core offerings that help websites boost their online presence, the primary ones being Google Business Profiles and Google Search. Google understands that its website-building tool is basic and not at par with other website-building platforms such as WordPress, Squarespace, and Wix. 

A spokesperson for Google mentioned that “Websites made with Google Business Profiles are basic websites powered by the information on your Business Profile.” 

In hindsight, it is essential to know that Google has time and again put emphasis on building high-quality websites. With its single-page feature and lack of quality parameters, it knew that its website-building product didn’t meet its own standard for a good website. 

Google wants to encourage companies to create better websites and manage them on platforms that are better equipped for the same. This development by Google implies that although free websites are a good stepping stone for startups, they eventually require an upgrade that offers better hosting control, design elements, and functionality. 

For brands that have relied on Google Business Profiles for websites, it is time to reevaluate. If Google Business sites are shutting down, what does it mean for you? 

What Does it Mean for Small Businesses? 

The move certainly poses challenges for small businesses that rely on Google Business websites for their online presence. Considering they have to migrate to a better platform, they have to work on building a better website so as not to be overshadowed by the competition. But before you can take additional steps, you need to clearly understand how the discontinuation will affect you. 

• Google Business Profile Updates

First and foremost, let’s get it out of our way so that your Google Business Profile won’t be affected in any way. Google Business Profile Management is a core product offering by Google and is a listing service. Building ready websites was just one of the features that it offered along with it and only that aspect is getting discontinued. 

Google has also always emphasised keeping your profile updated. With this move, you have all the more reason since your visitors will be directed to your Business Profile once your site is discontinued. 

To maintain your online presence, you need to build a new website. Once you are ready with one, make sure that you update that on your Business profile too. Add the new site address before the deadline of 10th June 2024 to ensure a smooth transition. If possible, try to do that by March 2024 itself so that your visitors are directed to a functioning website instead of your Google Business Profile.

• Ad Campaign Management

There are two ways to manage your ad campaigns as a result of Google business sites shutting down. If you manage to build a new website before March 1st, you can change the link before that date to keep running your ads on Google. However, only do this if you’re absolutely sure of building a site on time. Because if you don’t have a site and your campaigns are still running, it is going to result in a waste of costs and leads. 

Another action you can take is to pause your campaigns until you don’t have a ready site. This way you’ll be safe and have time to create a killer website that can generate conversions from ad leads.

• Redirecting Third Party Domains 

You also need to revisit all the third-party domains where you’ve set up a custom domain to direct traffic to your Google Business Profile website. The visitors from those sites will be redirected to your Google Business Profile until June 10th. You can simply log in to your hosting company account and select the “redirect” option to reroute your third-party domain to a different website. 

Google Business Sites Shutting Down – What to Do Next? 

• Choose a New CMS

A clear indicator that your site is a Google Business Profile website is if your website URL ends in .business.site. The first step you need to take is to develop a new website with a new Content Management System.  And if you’re going to change your platform and build a website, might as well go about it the right way. 

Some of the top CMS systems you can consider to build your website are:

• Wix
• WordPress
• Squarespace
• GoDaddy
• Shopify

While these are all good platforms to build your website, consider doing an audit to figure out which platform works best for you. A rightly implemented CMS can give you all the tools to launch your website in no time and put the spotlight on personalised journeys and conversion-driven traffic. 

Some points you can consider before choosing a CMS are:

• Ease of Use

Considering that your previous website was built on Google Business Profile, you’re probably looking for the same ease of use with your new platform too. With limited resources and time, you want a manageable platform and one doesn’t consume too much of your time. 

A good CMS platform separates design, management, and content publishing from coding and technical management. Platforms like WordPress are open-source CMS where anyone can make changes and manage the content on the platform. You can enable your employees to update the content easily which will boost productivity and efficiency. 

• Business Objectives

Your choice of CMS needs to reflect your business objectives. If you’re a local or a small business, you need to fulfil your website objectives without overspending or underdelivering. Consider all your business’s unique requirements and make a sound decision based on that. 

For example, if you’re a small online fashion store in Australia, you can consider building your site on Shopify considering it offers features suited to small online businesses and makes it easy for them to manage their orders and track their performance. 

On the other hand, if you have a small plumbing business in Sydney, you can create a simple site on WordPress or Wix to manage your content and convert website visits. You can also consider doing some research on the specific features that each platform offers such as third-party integrations, developer plugins and so on. The more specific you are about your objectives and requirements, the better platform you’ll be able to choose for building your website. 

• Cost of the CMS System

Cost is one of the primary factors of consideration when you choose to migrate from a Google Business profile website to a CMS platform. Considering that the former platform was free, you either want to opt for a free platform or pay for a minimal subscription. 

For example, WordPress is one of the most popular free open-source platforms to host your website. You can explore thousands of themes for your website and more than 55, 000 plugins to improve your website features. 

You can also explore other platforms that have a minimal fee such as Wix ($16 per month) and Squarespace ($16 per month). The higher costs are not always worth it but free platforms are also not the easy way out. Each platform has its benefits and drawbacks but the idea is to not invest in a CMS that has features you don’t need.

• SEO Friendliness 

We cannot talk about online presence and not talk about SEO. With the decision of Google business sites shutting down, you can take this opportunity to work on a website that is built for SEO. Even as a small business, you need to understand and follow basic SEO principles to garner visibility and generate leads from website traffic. 

Your CMS will play a crucial role in determining your SEO success. Understanding how your CMS platform allows URL creation, titles, and meta descriptions and how it integrates with SEO tools can hugely boost your content strategy. 

• Integration with Backend Systems

With a growing business, you’d need to develop a website on a platform that supports new features and integrates with existing backend systems. The more adept your CMS is at integrating with the systems, the better your brand’s chances of increased continuity online and enhanced digital experiences. Ensure that your CMS can integrate with backend systems. That way, you can eventually build a powerful omnichannel experience for your customers. 

• Build a New Website 

When you finally decide to develop a website on your chosen CMS, it’s time to start the process. Don’t wait it out, since Google business websites are shutting down, you only have so much time to redirect your site to an alternative platform. 

You can hire website developers to at least build a basic, presentable website to have a concrete presence for now and then make the iterations later to build a more sophisticated website. Or you can revamp your online presence and build a new and enhanced website by hiring outsourcing services. Just ensure that you follow a deadline as you want the website live before the Google business sites shut down. 

• Update and Communicate

Once your website is live, make the required changes in your Google Business Profile. Update your details and include the new website link so that customers who look for your business on Google and easily find your Google Business Profile and your website in one go. 

Besides, take some proactive steps to communicate with your audience and let them know that you have a new website. You can send out emails, and update them on social media. Or if you’re a retail store, you can print new business cards containing information about the new website. 

Is Building a New Website Worth It? 

A website is an online identity of a brand. If you’ve leveraged Google to build your website, you simply know that it’s the bare minimum effort you made to have an online presence. And if that identity is also erased, you need to step up. 
You inevitably have to build a website on a new CMS since Google Business sites are shutting down. So it’s better now than never or later. By doing so, you’re not just encouraging a smooth transition but also improving your competitive edge online. Contact us on how you can transition to a new platform and build a site that aligns with the best SEO practices.