Google Business Profile Websites Shutting Down

In a year marked by Google discontinuing various products like Google Domains, YouTube Stories, Stadia, and others, it's somewhat unexpected yet not entirely surprising that Google has announced the closure of its Google Business Profiles website service. This decision echoes Google's pattern of “streamlining” its offerings, though the termination of this particular service has caught many off-guard, especially small businesses.

A few years back, Google discreetly introduced a feature within its Google My Business platform, allowing businesses to create simple, yet functional, websites at no cost. This service even accommodated custom domain linking, making it a valuable tool for many small enterprises. While its functionalities were basic, I frequently recommended these sites to small businesses as a temporary or even a semi-permanent solution.

Contrary to my expectations of Google progressively enhancing this feature – possibly with a cautious approach to avoid anti-competitive perceptions – the decision to shut it down has been made. Speculations abound regarding the reasons for this closure, with some theories pointing towards its misuse for spam and scams, and possible pressure from competitors and regulatory bodies.

What does this mean for your business?

For businesses utilising this service, it's crucial to recognise that this change does not impact your Google Business Profile, a service that remains unaffected and vital. However, those who have relied on the free website feature need to urgently seek alternative solutions.

As the timeline for the discontinuation of websites created via Google Business Profiles approaches, it's vital for businesses to be aware of key dates and plan accordingly. In March 2024, these websites will be deactivated, and visitors will be automatically redirected to the business's Google Business Profile. This redirection is a temporary measure, lasting only until 10 June 2024. After this date, visitors attempting to access these sites will encounter a 'page not found' error.

For businesses using domains that end in business.site or negocio.site, it's important to note that these will be removed from the website field of your Business Profile in March 2024. Google advises updating your Business Profile with a new website address as soon as possible. This ensures a smooth transition for your customers and maintains your online presence.

For those not using a Google Business Profile-made website, these changes will have no impact. However, for those who are, it's a clear signal to act swiftly. Google's guidance includes creating a new website using alternative tools and updating your Business Profile accordingly.

Google has suggested several website builder options, including Wix, Squarespace, GoDaddy, Google Sites, Shopify, and WordPress. Each of these platforms offers distinct advantages, catering to different needs and expertise levels. From my perspective, although Squarespace might be slightly more expensive, its user-friendly interface and elegant design templates make it an excellent choice for many businesses. I plan to delve deeper into comparing these website builders in an upcoming blog post, so keep an eye out for that.

Furthermore, businesses running ad campaigns linked to a Google Business Profile website should update their ads to direct to a new site before 1 March 2024. This is critical to avoid any disruption in your advertising efforts.

If you're using a custom domain name that forwards traffic to your Google Business Profile site, you'll need to reconfigure this as well. Until 10 June 2024, visitors to your custom domain will be redirected to your Business Profile. To maintain a seamless user experience, it's advisable to sign into your hosting company account and set up a redirect to your new website before this deadline.

I can help!

For small businesses facing the challenge of this transition, I offer tailored support to help navigate these changes smoothly. My services range from selecting the most suitable website platform to creating a seamless migration plan that ensures your online presence remains strong and effective.

Get in touch for more information on how I can assist in making this transition as effortless as possible for your business.