Module 8

What If You Don't Have a Website?

Not every business has a website, and that's okay. Your Google Business Profile can work without one. But if you want a web presence beyond GBP, here are your options.

Can You Succeed Without a Website?

What to do

Understand the trade-offs of not having a website.

Step by step

  1. Yes, many businesses do fine without websites. Especially for straightforward local services, a well-optimised GBP with good reviews can be enough.
  2. Your GBP becomes your web presence. It shows up in searches, displays your information, collects reviews, and lets customers contact you.
  3. You may rank slightly lower. Businesses with authoritative websites often have an edge in local rankings, all else being equal.
  4. You miss some credibility. Some customers expect businesses to have websites. Not having one might make some people wonder.
  5. You have less control. With a website, you control the content and design. With GBP alone, you're limited to Google's format and features.
  6. It depends on your industry. A solo plumber might not need a website. A law firm or medical practice probably does for credibility.

Examples by industry

Many successful plumbers operate with just GBP and word of mouth. A website helps but isn't essential if you have strong reviews and ask for work.
A website with your menu, atmosphere photos, and location is helpful but not essential if your GBP is complete and you're on TripAdvisor/Yelp.
Most patients expect a dental practice to have a website. Even a simple one builds credibility. Consider at least a basic site.
Clients researching solicitors expect to find a website with information about your expertise. A website is strongly recommended for professional services.

Google's Free Website Builder

What to do

Google offers a simple, free website built from your GBP information. It's basic but better than nothing.

Step by step

  1. Access through business.google.com. In your dashboard, look for "Website" in the menu.
  2. Google creates a one-page site automatically. It pulls information from your GBP — name, photos, description, hours, contact info.
  3. You can customise themes and content. Choose from a few templates and edit the text that appears.
  4. The URL is based on your business name. Something like yourbusiness.business.site — free but not your own domain.
  5. It's free forever. No hosting costs, no technical maintenance.
  6. Limitations are significant. Very basic design, limited customisation, can't add multiple pages, doesn't look professional compared to a real website.
  7. Better than nothing, but not ideal. Use it as a stopgap while you consider a proper website, or if you truly can't invest in one.

Simple Website Options (If You Want One)

What to do

If you decide you want a website, here are approaches from simplest to most involved.

Step by step

  1. Website builders (easiest). Wix, Squarespace, GoDaddy Website Builder — drag-and-drop tools that let you create a site without coding. Costs around £10-20/month.
  2. WordPress.com (easy). Managed WordPress hosting with templates. More flexible than basic builders. Similar cost range.
  3. Hire a freelancer. Find someone on Fiverr, People Per Hour, or local recommendations to build a simple site. One-off cost of £200-1000+ depending on complexity.
  4. Web design agency. For a fully custom, professional site. Costs £1000-5000+ for small business sites. More for complex requirements.
  5. DIY with WordPress.org. Self-hosted WordPress with themes and plugins. Requires more technical knowledge but very flexible. Hosting costs £5-20/month.

What a Minimum Viable Website Needs

What to do

If you build a website, here's the minimum it should include.

Step by step

  1. Homepage: Clear statement of what you do, where you are, and how to contact you. Key services mentioned.
  2. Contact page: Full NAP, contact form, Google Map embed, opening hours.
  3. Services/Products page: What you offer with enough detail to be helpful.
  4. About page (optional but helpful): Who you are, your experience, why customers should trust you.
  5. Mobile-friendly design: Most visitors will be on phones. The site must work well on mobile.
  6. Fast loading: Slow sites frustrate visitors and hurt SEO.
  7. SSL certificate (https). Most hosts include this free now. Essential for trust and SEO.

Alternatives to a Traditional Website

What to do

If a full website isn't right for you, consider these alternatives.

Step by step

  1. Facebook Business Page. Free, easy to set up, many customers use Facebook. Not a replacement for a website but establishes presence.
  2. Instagram Business Profile. Good for visual businesses (food, beauty, retail). Can serve as a portfolio of your work.
  3. LinkedIn Company Page. Important for B2B or professional services. Shows credibility in professional circles.
  4. Industry profile pages. Your Checkatrade or TripAdvisor profile can serve as your web presence if it's complete and well-reviewed.
  5. Linktree or similar. A simple page with links to all your profiles and contact info. Free and easy to set up.

Web presence decision made: