Module 8

How Your Website Supports GBP

Your website and Google Business Profile work together. A well-optimised website strengthens your GBP, and your GBP drives traffic to your website. Let's understand how they connect and how to make them work together effectively.

The Connection Between Your Website and GBP

What to do

Understand how Google uses your website to inform and verify your Business Profile.

Step by step

  1. Google cross-references information. Google checks whether your website information matches your GBP information. Consistency builds trust.
  2. Your website provides context. Google crawls your website to understand more about what you do, which services you offer, and what areas you serve.
  3. Website authority affects local rankings. A well-established, authoritative website can boost your GBP's performance in local search.
  4. GBP drives traffic to your website. The "Website" button on your listing sends customers to your site. Your GBP is a major traffic source.
  5. Reviews mention both. Customers might find you on Google, visit your website, then come back to leave a review. The journey connects both.
How much does website quality affect local rankings?

Local ranking factors include 'prominence', which Google partly determines from what it learns about a business from the web — including website quality, links, and content. While proximity and relevance are crucial for local pack rankings, your website's authority and optimisation can be the tiebreaker between similar businesses. A strong website supports your local presence; a weak or absent website is a missed opportunity.

Google's official guidelines

NAP Consistency on Your Website

What to do

Ensure your website displays the same business information as your GBP.

Step by step

  1. Display your NAP prominently. Your business name, address, and phone number should be visible on every page — typically in the header or footer.
  2. Match your GBP exactly. Use the exact same format. If your GBP says "123 High Street", don't put "123 High St" on your website.
  3. Include your full address. Even if you're a service-area business that hides the address on GBP, consider whether your website should show your location (or at least your town/region).
  4. Make your phone number clickable. On mobile devices especially, clicking a phone number should initiate a call. Use proper tel: links.
  5. Use schema markup (if you can). LocalBusiness schema markup helps Google understand your NAP data more precisely. This is a technical task — skip if it sounds daunting.

Optimising Your Contact Page

What to do

Your contact page is especially important for local SEO.

Step by step

  1. Include complete contact information. Full address, phone number, email address, opening hours. Everything a customer needs.
  2. Embed a Google Map. Adding a Google Maps embed showing your location reinforces your address and helps customers find you.
  3. List your opening hours. Match them exactly to your GBP hours.
  4. Add a contact form. Give customers another way to reach you. Some people prefer forms over calls.
  5. Mention your service areas. If you're a service-area business, list the areas you cover. This helps Google understand your geographic relevance.

Examples by industry

Contact page should list: phone (prominently), service areas (Plymouth, Saltash, Ivybridge...), hours when you answer calls, contact form for non-urgent enquiries, Google Map centred on your service area.
Contact page with: full address, phone, opening hours, embedded Google Map showing exact location, parking information, public transport options.
Contact page showing: practice address, reception phone, emergency number if different, opening hours, embedded map, public transport/parking info, new patient registration info.
Contact page with: office address, main phone, email for enquiries, opening hours, Google Map, information on accessibility and parking.

Location Pages (For Service-Area Businesses)

What to do

If you serve multiple areas, consider creating pages for each location you want to rank in.

Step by step

  1. Create pages for key service areas. If you want to rank in "plumber Plymouth" and "plumber Saltash", consider separate pages for each area.
  2. Make each page unique. Don't just copy and paste, changing the location name. Include unique content — local landmarks, specific services popular in that area, testimonials from customers in that area.
  3. Don't overdo it. A page for every tiny village is overkill and looks spammy. Focus on main towns and areas where you genuinely want more business.
  4. Link from your main service pages. Your main "Plumbing Services" page might link to "Plumbing Services in Plymouth", "Plumbing Services in Saltash", etc.
  5. Include on your sitemap. Make sure these pages are indexed by Google.

Website basics for GBP: