How to link a website to Google Business Profile, and keep them in step
Add your site's address in the Website field of your profile, then make the name, address, phone number and hours on the site match the profile word for word. The link sends Maps visitors to you; the matching details stop Google and your customers seeing two different versions of your business.
Why the two need each other
A Google Business Profile is the panel that appears in Maps and beside search results for a local business: hours, photos, reviews, directions and a Website button. It answers quick questions; your website answers the rest, such as services, prices, the booking form and who you are. Google describes local results as based on relevance, distance and prominence in how local ranking works, and links from other sites count towards prominence. A clear, consistent website gives the profile something solid to point at and gives searchers a reason to choose you once they arrive.
Add or change the website link
Here's how to link a website to Google Business Profile, or change the link that's already there.
- Sign in with the Google account that manages the profile and search Google for your business name, or open the Business Profile manager. The editing panel appears above the results for verified owners.
- Choose Edit profile, then the contact section, and find the Website field.
- Paste the full address of the page you want, starting with
https://. Copy it from the browser's address bar on the live site so there's no typo. - Save. Edits can go through a review before they appear publicly, so check back after a day or so.
- Click the Website button from a phone on the live profile to confirm it opens the right page over HTTPS.
Which page to link
Link the home page in most cases. If you have several locations, link each profile to that location's own page with its address and hours. Avoid links that go somewhere else first: Google's profile guidelines say the website should represent your business and shouldn't redirect or refer people to other pages, including social media pages. A tracking link that bounces through another domain falls foul of the same rule. If you want to know how many visits come from the profile, add UTM parameters to the address instead, as explained in using UTM parameters.
Make the details match
| Detail | Rule of thumb | Where it goes wrong |
|---|---|---|
| Name | Your real-world trading name, nothing added | Keywords stuffed into the profile name, a different spelling on the site |
| Address | Same format in both places, including the unit or floor | An old address in the site footer after a move |
| Phone | One local number you control | A tracking number on one, the shop line on the other |
| Hours | The hours customers can actually visit or call | Holiday hours updated on the profile but not the site |
| Services | The same names for the same things | "Hair colouring" on one, "balayage" only on the other |
If you work from customers' homes, Google asks service-area businesses to hide their address on the profile and set a service area instead. Do the same on the site: name the towns you cover rather than publishing your home address.
Help each side support the other
- Put the city or area in your home page title and opening line, so a search that matches the profile also matches the site. Writing title tags shows a pattern.
- Give each main service its own section or page with a plain heading. Profile categories are short; the site is where you explain.
- Link to directions and reviews on the profile from the site with ordinary links. Don't copy reviews onto the site without permission; see collecting testimonials.
- Use the same photos sparingly. Fresh photos on the profile and real photos of the place on the site both help people recognise you on arrival.
With an Anticode site
Publish the site, and if you can, connect your own domain before adding the link, so the profile points at the address you'll keep. Anticode pages are served over HTTPS on both name.anticode.dev and custom domains. Anticode doesn't connect to Google Business Profile: there's no sync of hours or reviews, so when your hours change, edit them in both places on the same day. Anticode's built-in booking calendar offers six fixed times a day, so if your opening hours differ, say on the page that the times are request slots you confirm.
Checking it worked
Search for your business name on a phone, tap Website and confirm the page loads. Then put the profile and the site side by side and read the name, address, phone and hours aloud. In your analytics, visits from the profile usually arrive as search or Maps traffic, or under the UTM source you set.
Questions people ask
Do I need a website to have a Google Business Profile?
No, a profile can exist without one. A website lets you explain services, take enquiries and answer questions the profile can't.
Can I add more than one website link?
The profile has one main website field. Some business categories show extra links, such as booking or menu links, depending on what Google offers for that category.
Why is Google showing different hours from the ones I set?
Google may suggest edits from other sources. Check the profile for pending updates and make sure your website states the same hours, so the two sources agree.