For years, your Google Business Profile (GBP) has been one of the most powerful tools for getting found locally. And don’t get us wrong — it still matters.
But here’s the shift we’re seeing across every industry, especially home services:
👉 Google is changing.
👉 AI is changing how people search.
👉 And your website is now doing the heavy lifting more than ever before.
If your strategy still leans heavily on your Google Business Profile alone, you may already be losing ground — without realizing it.
Let’s break down why your website is now the most important digital asset you own.
Google Controls Your Business Profile — You Control Your Website
Your Google Business Profile is rented space.
Google can:
- Change features (like Q&A, reviews, categories, visibility)
- Pull content from anywhere on the web
- Suppress or rewrite information using AI
- Temporarily suspend or restrict listings — sometimes without warning
Your website, on the other hand?
- You own it
- You control the messaging
- You decide what converts visitors into customers
When Google needs context, clarity, and trust signals, it looks to your website first.
AI Search Is Pulling Answers From Websites — Not Just GBP
Google is now using AI summaries, featured snippets, and answer-style results more aggressively than ever.
And where does that information come from?
👉 Your website content
- Service pages
- FAQs
- Location pages
- Schema and structured data
If your website is thin, outdated, or unclear, Google fills in the gaps — sometimes inaccurately.
A strong website gives Google clean, authoritative answers to pull from. A weak one gives Google permission to guess.
Your Website Is What Converts — GBP Just Starts the Conversation
Your GBP might get the click.
Your website decides whether that click turns into a call, form fill, or booking.
High-performing websites:
- Load fast
- Clearly explain services
- Answer common customer questions
- Build trust immediately
- Make it easy to take the next step
We consistently see this pattern:
Businesses with strong GBPs but weak websites get traffic — but struggle with conversions.
Traffic without conversions is just noise.
Test your website’s load speed on Google PageSpeed Insights HERE
Reviews, Rankings & Trust Signals Still Live on Your Website
Google is increasingly evaluating off-GBP trust signals, including:
- On-site reviews
- Case studies
- Before/after examples
- Clear service explanations
- Consistent NAP information
Your website acts as the proof layer behind everything shown in search.
If your site doesn’t support what your GBP promises, rankings and visibility eventually follow suit.
Your Website Future-Proofs Your Marketing
Algorithms change. Platforms shift. Features come and go.
Your website remains the foundation for:
- SEO
- Paid search
- Local service ads
- Social traffic
- AI search results
- Retargeting
- Conversions
A well-built website doesn’t just respond to changes — it absorbs them.
The Bottom Line
Your Google Business Profile still matters — but it’s no longer enough on its own.
Today, your website is:
- Your authority signal
- Your conversion engine
- Your protection against algorithm changes
- Your most valuable long-term marketing asset
At Redesign, we build websites that don’t just look good — they support search visibility, guide AI results, and convert real customers.
If you’re unsure whether your website is helping or holding you back, a preliminary audit is the best place to start.