Local Business Websites vs. Google Business Profile & Map Pack

April 18, 2023

When your company shows up within the top 3 positions in the Google Map Pack it may bring you more business per month than you will get from your website in a year.

A local business with a reason to celebrate. Photo by krakenimages on Unsplash

Why is this true?

It’s because Google shows its Local Service Map Pack either at or near the top of its search results pages. It’s the first thing searchers see. 

This is Google’s way of showing users the most relevant answers to their searches. 

Google Local Map Pack Example of a search for “Architect Santa Fe”

Google shows the top three or more businesses in its Map Pack for any relevant search query related to local businesses.

For 93% of Google Local searches,
the Local 3-Pack takes the top dog position on Google. 

As an example, the search above for “Architect Santa Fe” shows the Local Map Pack in the top position of the search results.

It’s also true that showing up in the Local Map Pack brings you more business because searchers put more trust in business listings in the Google Map Pack compared to “regular” organic search listings that show up below the Map Pack, and compared to ads that show up above or below the Map Pack.

“68% of searchers trust the listings in the local 3-Pack, 27% trust organic results below the 3-Pack, and only 10% trust paid search results.”

Need help with your Google Business Profile? 

Kicking Ass Media offers a free do-it-yourself guide, or if you prefer we will optimize your Profile and grow your online Business Profile visibility.  

Is Google killing local business websites?

One of Google’s highest priorities is to provide good experiences for their users. But they also want users to stay on Google and click on ads, because that’s how they make money.

So Google tries to provide everything users need on the first page of the search results, without searchers ever needing to actually move off the platform and click through to websites.

A great example is the Google Local Map Pack, which provides all of the basic information about businesses in one easy to access place.

How can we tell if Google is having it's way? We can tell they're getting their way because consumers are relying less and less on websites to make their shopping and buying decisions.

Businessman in a quandary. Photo by Junior REIS on Unsplash

Does that mean your local business doesn’t need a website?

There is a trend for local businesses to just go with a Google Business Profile, hope to show up in the top 3 positions in the Map Pack, and not bother with the time and expense of building and maintaining a website.

But there are 5 very important reasons your business still needs a website.

  1. Only the top 3 or 4 businesses can show up at the top of the first page in Google in the Local Map Pack. It’s competitive. If your business doesn’t show up in the Map Pack, then your website may become your most visible online presence.
  2. Even if your business does show up in one of the top Map Pack positions for one or two search-terms, what about other keyword search terms? There could be hundreds or even thousands of keywords your Google Business Profile listing doesn’t rank for.
  3. Say you’re top dog in your business category in the Google Map Pack for all of the search phrases that are most important to your business. Does that mean you don’t want any more business? Of course not. Even if adding a website would only increase your business by 10 – 20% over what you get from being in the Google Map Pack, not having a website would be like leaving money on the table.
  4. Google’s Map Pack is very location dependent, especially with Google’s “vicinity” update. That means you might be at the top of the Map Pack in your neighborhood, but not even show up for people searching for your business services in other parts of town or outside of town. But you don’t just want customers from within your neighborhood, you also want them from as far away as possible. That’s when a business website has a clear advantage in potentially being visible to prospects in a larger geographic area.
  5. A website can be very effective at gaining ideal client leads, in a way that a Google Business listing cannot. Google only shows the top level information for each business in the Google Map Pack, including location, contact information, hours of operation, primary business services, the number of customer reviews and the star rating. This can leave searchers uncertain about whether a particular business is the best fit for their particular needs, desires or problems. It may also hinder businesses from quickly communicating their expertise and their unique selling proposition, what they do better than their competition.
Infographic via Kicking Ass Media LLC

Business Lead Generating Machines

One of the most urgent reasons to have a website for your business is to get ideal client leads to your business 24/7/365.

What do we mean by “ideal client leads.” That’s easy. It means prospects
who need the services and products that make your business the most money.

Say, for example, you have an HVAC business. Most of your client calls are for repairs of existing systems. You make enough money from these calls to pay your technicians, but you really want to be selling more new installations, because that’s how you make the most money.

If you have a business website you can create a one purpose landing page, where the only prospects that click through are those that are responding to your ads, YouTube videos, Facebook posts, or blog articles that focus on new HVAC installations.

Your single purpose landing page has no other distractions on it and the only actions prospects can take on this page is to call your business, provide their name and contact information, or leave. That’s it.

The response rate for single purpose landing pages is much higher than for prospects landing on your home page, or from those picking an HVAC business from the Google Map Pack.

Now, imagine creating single purpose landing pages individually for every service or major product your business offers. Maybe not for services you break even on, but for every service you want to promote.

Increasing Business Profitability with Paid Ads + A Business Website

Many local businesses do not take advantage of paid ads on Google, Microsoft and Facebook because they’re afraid it will be a money pit and they will lose money instead of making money.

But combining paid ads with a well designed website featuring
single purpose landing pages has the potential to make businesses a lot of money.

Maximizing return on ad spend is crucial for businesses of all sizes. By sending ad respondents to single purpose landing pages that are focused on solving client problems, business websites can achieve their maximum profitability potential.

As mentioned previously, single purpose landing pages are standalone web pages designed to capture leads, promote a product or service, or achieve a specific marketing goal. Unlike the main website pages, they are usually created for a specific campaign or offer and are highly focused on a single call-to-action. These pages have a minimalistic design with no distractions, which makes it easy for visitors to complete the desired action.

The Benefits of Single Purpose Landing Pages

  1. Improved Conversion Rates: Since single purpose landing pages are highly focused on a single goal, they have better conversion rates than the main website pages. This is because visitors are not distracted by other links, offers, or information that could take them away from completing the desired action.
  2. Better Targeting: Single purpose landing pages can be designed to target a specific audience or segment of visitors, making them more effective in capturing leads or converting customers.
  3. Improved Ad Relevance: By sending ad respondents to a single purpose landing page that matches the ad copy and message, businesses can increase ad relevance and improve their Google Ads or Microsoft Ads Quality Scores, resulting in better ad performance and lower ad costs.
  4. Better Analytics: Single purpose landing pages allow businesses to track and measure the success of their marketing campaigns accurately. With better analytics, businesses can make data-driven decisions and optimize their campaigns for better performance.

The Key Elements of Single Purpose Landing Pages

  1. Define Your Goal: The first step in creating a single purpose landing page is to define your marketing goal. Do you want to capture leads, promote a product or service, or achieve a specific marketing goal? Defining your goal will help you create a highly focused landing page that can achieve your desired outcome.
  2. Identify Your Audience: Once you have defined your goal, you need to identify your target audience. Who are you trying to reach with your landing page? What are their pain points, needs, and desires? Identifying your audience will help you create a landing page that resonates with them and converts them into customers.
  3. Craft Your Copy: Your landing page copy should be clear, concise, and persuasive. It should communicate the benefits of your offer, highlight the unique selling proposition, and address the pain points of your audience. Use persuasive language and compelling visuals to capture the attention of your visitors and encourage them to take action.
  4. Create an urgent Call-to-Action: Your call-to-action should be highly visible, prominent, and compelling. It should clearly communicate the desired action and offer a sense of urgency to encourage visitors to act immediately.
  5. Optimize for Conversion: To optimize your landing page for better conversion rates, you need to eliminate distractions, use persuasive visuals, and create a sense of trust and credibility. Use social proof, customer testimonials, and security badges to reassure visitors and make them feel comfortable taking action.
Grow loyal customers with email: Photo by Solen Feyissa on Unsplash

Business Profitability with a Business Website + Email Marketing

Most local businesses are missing the boat when it comes to email marketing. 

It seems like too much trouble to collect prospect and customer emails. Marketing to an email list feels like a whole other business, one they don’t have time to try to understand or succeed at.

But email marketing, even for local businesses, can be
one of the highest ROI ways to market your business.

Most business owners know that it always costs more to gain new customers than it does to market to existing customers. But, they also know it’s a challenge to build loyalty with their customers, or even to have their customers think about them when it comes time to buy again.

That’s why email marketing is so important.

It’s also a good reason to have a business website. Your website, and those single purpose landing pages are much more effective at capturing prospect and client emails than your Google Business Profile listing, or even getting in the top 3 spots in the Google Local Map Pack.

Profitability is the goal

As a local business owner, you're always looking for ways to increase profitability. Capturing prospect emails from your single-purpose landing pages and then marketing to those prospects is a proven strategy.

Just email your list on a regular basis with valuable content related to your business and incentives to keep them coming back to do business with you.

Why Email Marketing is Critical for Local Businesses

Email marketing is an exceptionally cost-effective way to reach your target audience and build lasting relationships with your customers.

It Increases Engagement

Email marketing allows you to connect with your customers on a personal level, providing them with relevant and valuable information. This builds trust and engagement, which can lead to increased sales and customer loyalty.

It Increases Sales

Email marketing can be a powerful tool for increasing sales. By providing your subscribers with relevant content and special offers, you can encourage them to make purchases or take advantage of your services.

It Increases Customer Lifetime Value

Email marketing can help you build long-term relationships with your customers, increasing their lifetime value. By providing them with valuable content and offers, you can keep them engaged and interested in your business for years to come.

How to Capture Prospect Emails

Given the benefits of email marketing, let's explore how to capture prospect emails effectively. Here are some proven strategies:

Use Single-Purpose Landing Pages

Single-purpose landing pages are designed to convert visitors into subscribers or customers. By focusing on a specific product or service, you can increase the chances of capturing prospect emails.

Offer a Valuable Incentive

Offering a valuable incentive, such as a discount or a free guide, can encourage visitors to provide their email address. Make sure the incentive is relevant to your business and provides real value to your prospects.

Use Opt-In Forms

Opt-in forms are a simple and effective way to capture prospect emails. Make sure your forms are prominently displayed on your website and offer clear instructions on how to sign up.

Leverage Social Media

Social media can be a powerful tool for driving traffic to your landing pages and capturing prospect emails. Use targeted ads and social media posts to promote your offers and encourage sign-ups.

How to Leverage Your Email List for Increased Sales and Revenue

Once you have a list of prospects, it's important to use it effectively to increase sales and revenue. Here are some strategies for leveraging your email list:

Provide Valuable Content

Provide your subscribers with valuable content related to your business. This could include how-to guides, industry news, or product reviews. By providing real value, you can build trust and engagement with your subscribers.

Offer Special Deals and Promotions

Offering special deals and promotions to your email list can encourage them to make a purchase or take advantage of your services. Make sure the offers are relevant to your business and provide real value to your subscribers.

Use Automated Email Campaigns

Automated email campaigns are a powerful way to reach your subscribers with targeted messages. Use them to welcome new subscribers, follow up on purchases, and provide valuable content on a regular basis.

Segment Your List

Segmenting your email list based on interests, behaviors, or demographics can help you provide more targeted and relevant content to your subscribers. This can lead to increased engagement and higher conversion rates.

Are you missing an arm? Image by Eduardo Davad from Pixabay

Which one Wins? A Google Business Profile or a Business Website?

If you own a local business you understand that it’s not enough to just do your business well. Not enough people will come. There’s way too much competition for that.

We live and do business as much in the digital world as we do in the physical one. It’s just today’s reality.

If your business is not visible and attractive to prospects online,
then your profitability will suffer and your business may fail.

Your online and physical business success depends, in large degree, on both your Google Business Profile and your Business Website. One is your right arm and the other is your left arm. It doesn’t matter which is which, if you have a choice it’s a lot easier to succeed in business with both arms.

Feature image via  Peter Fischer from Pixabay