Google has announced it is discontinuing its free Google Business Profile website feature on 1 March, which is set to impact a significant number of Australian small businesses. Businesses around the country will need to migrate their websites to alternative platforms before 1 March if they want to keep their website online.
Maintaining a robust online presence is crucial for businesses in our increasingly digital world. With Google phasing out websites created through Google Business Profiles, it’s imperative for businesses affected by this change to act swiftly.
In our most recent State of Small Business report, Localsearch found 78 per cent of small businesses are using websites as a key tool in their marketing strategy, and a quarter (24.5 per cent) have expanded their online presence to reach wider audiences and connect with communities. Responding to this phase-out accordingly is just one way to stay ahead of the curve.
With limited time, resources, and budget, it can be challenging for small businesses to execute big changes to marketing operations. The same can be said for responding swiftly to major disruptions to their day-to-day functioning. At Localsearch, we work with over 28,000+ Australian small businesses to maximise their digital presence. We recommend following these simple steps to make a smooth transition for you and your business.
What to do if you have a website made by a Google Business Profile
All impacted websites should have already received email communications from Google, to the email address linked to the website. To ensure your online presence remains uninterrupted, there are some quick and simple steps businesses can take:
Select an alternative website solution
When selecting a new website provider, it’s important to consider ease of use, cost, integration with marketing tools, security features, search-engine compatibility, and the provider’s track record for reliability.
Update your Google Business Profile and other online platforms
Once your new website is ready, update your Google Business Profile, Localsearch Business Profile, social media and any other online presence profiles you may have with the new site address. This should be done before the deadline to avoid any disruption to your online presence.
Adjust your ad campaigns
If you have any Google Ads or social media campaigns linking to your Google Business Profile website, update the URLs in your ads to the new website. This should be done before 1 March to prevent any impact on your ad performance.
Inform your customers
Communicate with your customers about the change in your website address so they know where to find you online. It’s a good idea to include links in bios on social media accounts, and to either send a newsletter and/or post about the website change to keep your base informed.
What will happen to ad campaigns linked to a website from Google Business Profile?
If your Ads campaign is linked to a website from Google Business Profile, you should change the link before 1 March to keep your ads running. Alternatively, you can choose to pause your campaigns until your new website is up and running.
What happens to my website after 1 March?
Your website will be turned off on 1 March, and customers attempting to visit your website will be redirected to your Business Profile until 10 June. After that they will encounter a “page not found” error.
