In March 2023, Google announced that it would be discontinuing its Business Profile websites platform, officially shutting the service down on June 10, 2024. This decision has major implications for the thousands of small businesses and entrepreneurs who rely on these sites as their primary online presence. While the change is inevitable, it doesn’t have to spell doom for affected companies. With proactive planning and by taking the right steps now, business owners can withstand this transition and come out the other side with an improved online presence.
Understanding the Shutdown
When Google first launched Business Profile websites in 2016, they provided a free and easy way for local businesses to claim a web address on Google and build basic one-page sites through the Google My Business dashboard. However, it became clear over time that the platform had limitations that prevented businesses from creating fully-fledged online destinations.
In its announcement, Google stated it was discontinuing the websites to focus resources on features within Google Maps and Search that provide more value for businesses. Specifically, it wants to direct attention to features like business profiles, posts, customer reviews, photos, and more.
The shutdown timeline is as follows: As of March 2023, businesses could no longer create new Business Profile websites through Google. The existing sites will remain live until June 10, 2024, at which point they will all be permanently deleted. Any businesses that fail to transition to a new website platform by that date will lose their online presence.
This will undoubtedly impact visibility and customer interactions for thousands of small companies. However, Google has been transparent about the change over a year in advance, allowing businesses time to prepare. The key is taking proactive steps now rather than scrambling last-minute.
Immediate Steps for Affected Business Owners
1. Assessment
The first step is determining if your business currently has a Google Business Profile website. Log in to your Google My Business dashboard and check if you see a “Website” section listing your Google site URL. If so, you’re affected and need to transition.
2. Exploring Alternatives
Start researching options for a new website platform immediately. Consider do-it-yourself website builders like Wix, Squarespace or Shopify that offer a range of customizable templates at affordable prices. You can also hire a web designer or developer to build a custom site. When comparing options, factors like costs, features, and ease-of-use are important to consider.
3. Planning for a New Website
Take time now to plan key aspects of your new site, such as:
– Gathering all relevant text, images, videos for your pages
– Choosing a design theme and colors that match your brand
– Outlining the site structure and essential pages
– Creating a content rollout plan for launch
Advanced preparation will help ensure a smooth transition and launch of your new website within the given timeframe.
Building a New Online Presence
Tips for Selecting a Website Platform
When reviewing website hosting platforms, make sure to consider:
- Intuitive interfaces for non-technical users like drag-and-drop builders
- Mobile responsiveness and responsive design templates
- Features like online booking, reviews, and e-commerce if applicable
- Storage, bandwidth and hosting capabilities for your needs
- Reliability, security measures, and customer support offered
- Upfront costs as well as monthly/annual subscription fees
The Importance of a Custom Domain
It’s highly recommended to buy your own custom domain name (such as www.yourbusiness.com) for your new site rather than using a subdomain provided by the hosting platform. Benefits include:
– Your brand is represented by a professional, memorable URL
– You control the domain indefinitely rather than being limited to one service
– A custom domain can help boost your website’s credibility and authority
Essential Website Elements
Key elements to include in your new site design for better usability and search performance include:
- User-friendly mobile navigation and one-page scrolling on small screens
- Optimized page speeds and minimal distractions for positive user experience
- SEO-optimized content like targeted keywords, descriptive images and meta descriptions
- Calls-to-action on relevant pages for contact/booking and easier conversions
- Social media sharing buttons to grow your following and engagement
- Google Business Profile integration to keep all listing info in sync
Developing these foundational pieces will set your new website up for success in driving new customers post-launch.
Updating Your Google Business Profile
Step-by-Step Guide to Updating Your Profile
Once your new website is ready, log into Google My Business to update your listing:
1. Click “Edit” next to “Website” and remove the current Google site URL.
2. Click “Add a website” and enter the URL of your new custom domain site.
3. Verify ownership of the domain by adding a HTML file to your site or uploading an TXT record to your domain host.
4. Submit the changes and test that your updated profile publicly reflects the new site.
Maintaining an Updated Profile
It’s crucial to regularly update your Google profile with fresh information and content like new photos, service/product catalogs and customer reviews. Keeping it accurate will strengthen your local SEO efforts and help ensure search users find your business. Schedule profile maintenance into your broader marketing calendar.
Communicating with Your Customers
Communication Strategies
Develop a clear communication plan to notify customers about your website’s new address. Methods can include:
- Personalized emails announcing the transition
- Social media posts across profiles to boost awareness
- On-site messaging when visitors arrive from old Google site URL
- Print updates like revised business cards reflecting new site
- In-store signage or window stickers for walk-in traffic
Leveraging the Transition
You can also use this opportunity to promote other aspects of your business. For example, highlight recent projects or sales in addition to the website change. Collect email signups with an offer in exchange for the new site information. Overall, reassure customers that your business is evolving to better serve them.
Transition Complete: Maintaining Success Beyond 2024
While discontinuing its Business Profile websites, Google is giving businesses over a year to transition – an admirable heads up. For companies that take proactive steps outlined here, this change brings opportunities for new beginnings with an improved website presence. Staying up-to-date on platform changes is part of responsible digital marketing, and thoughtful planning will help you leverage them to your advantage. Focus on keeping customers informed and strengthen your online presence through the transition.
For businesses seeking to build a new site but don’t want to take on a long-term platform commitment, Digitalift is offering affected companies a free basic website with their hosting and maintenance package. This provides an affordable option for those looking for short-term assistance during the transition period.
Digitalift also aims to assist any local small businesses that may be seeking to establish an online presence. Any local company can receive a no-cost basic website from Digitalift, allowing them to get online and start attracting more customers. Digitalift’s mission is to help local businesses of all sizes succeed in today’s digital economy.
Don’t Wait Until The Last Minute!
If you own a business that currently uses a Google Business Profile website, don’t delay in starting your evaluation and planning process. Digitalift is offering affected companies a free basic website with paid hosting and maintenance to help during this transition period. Any local small business can also take advantage of their no-cost basic website offer.
Feel free to contact Digitalift directly if you need assistance exploring website options or have additional questions. Their team is ready to help local businesses through every step of the process. Be sure to also share your experience with navigating this transition – feedback can help other companies in similar situations.
With diligent preparation over the coming months and support from partners like Digitalift, you’ve got this! Don’t let the shutdown discourage you; instead see it as an opportunity to update your online presence. Act now so you can continue engaging with customers and driving new business beyond June 2024.