Put the one page that gets a customer to act (call, book, order or find you) in your Google Business Profile's Website field, at an address you control. That can be your own site, a Google Sites page, a site from a builder like Wix or Squarespace, or a simple one-page site. Google's free business.site websites were turned off in 2024, so Google no longer makes one for you.
To change it, open your profile on Google, select Edit profile, paste the full https address into Website, and save. Nothing ready yet? Leave the field empty. It's optional, and empty beats a dead link.
Checked October 2026 against Google Business Profile Help (the representation guidelines, the business links policy, and the pages on editing a profile, social links, bookings and local ranking) and Whitespark's 2026 Local Search Ranking Factors.
business.site is gone, and nothing replaced it
Until 2024, Google built a basic website for any Business Profile from the profile's own details, at an address like yourname.business.site. Google announced the end in January 2024 (MarTech):
- March 2024: the sites were turned off, and Google's notice said business.site and negocio.site addresses would be removed from the website field (Google's notice, quoted by dotgo).
- Until 10 June 2024: visitors were redirected to the Business Profile. After that, "page not found".
The reason, from a Google spokesperson: "due to low engagement, we are winding down websites made with Business Profiles" (Android Central, 19 Jan 2024). Google pointed owners to six builders instead: Wix, Squarespace, GoDaddy, Google Sites, Shopify and WordPress.
There's no replacement inside the profile. If your old address is still printed on a van, a menu or a card, it leads nowhere.
Google's rule for the Website field
The rule sits in Google's guidelines for representing your business, under "Website & phone":
Provide a phone number that connects to your individual business location, or provide a website that represents your individual business location. […] Do not provide phone numbers or URLs that redirect or "refer" users to landing pages or phone numbers other than those of the actual business, including pages created on social media sites.
In practice: the page is about this location, with your name and your details, not a chain's homepage or a branch across town. And it isn't a forwarding address: no redirect to somewhere else, no social profile standing in for a site.
The field is optional. Google's eligibility rules ask for in-person contact with customers during your stated hours, at your address or at theirs. They don't ask for a website (Google). Whether you need one at all is its own question: do I need a website for my business.
What about a Linktree or another link-in-bio page? Google's text doesn't name them, for or against. A link-in-bio page that is your business (your name, a way to call, the map, your work, a way to book) fits Google's wording far better than a page that's only a list of exits to Instagram and Facebook. Nobody can promise you Google's verdict, and we won't. But if the page mostly sends people somewhere else, Google's rule is against it.
What to put there, by type of business
Start from what a customer does after tapping Website. Then pick the simplest thing that does it well.
| Your business | What the page must do | Good fits |
|---|---|---|
| Already have a working site | Load on a phone, show this location | Keep it. Link this location's page, not a chain homepage |
| Shop | What you stock, how to find you | Your store's site, or a one-page site with photos and the map |
| Restaurant, café, food truck | Menu, where you are, a way to order or reserve | A builder or a one-page site. Online ordering goes in the Order link (restaurants) |
| Salon, barber, nail or lash studio | Prices, your work, a way to book | A one-page site with prices and photos; the booking tool goes in the Book link |
| Plumber, cleaner, handyman, other trades that travel | Call, a quote request, photos of jobs, the areas you cover | A one-page site to start |
| Several services in a competitive city | A page per service, on your own domain | A builder (Wix, Squarespace) or a designer. Start with how to make a website for your business |
| Nothing ready yet | — | Leave the field empty until you have something |
The options, with US prices checked October 2026 (other countries see local prices and tax):
- Google Sites. One of Google's own suggestions. Simple pages, with forms from Google Forms. For your own domain, buy one from any registrar (or through a Google Workspace plan), and the site's address must use a subdomain such as www (Google). More in our Google Sites guide.
- Wix or Squarespace. Full sites with several pages on your own domain. Wix Light is $17.77 a month and Squarespace Basic $19, both billed yearly; Wix's booking and payments start on Core at $29.77 (Wix, Squarespace). Wix has a free plan on a wixsite.com address with a Wix ad. Squarespace has a 14-day trial instead.
- Carrd. Simple one-page sites, priced per year: free for three sites with Carrd's branding, and Pro Standard at $19 a year adds your own domain and forms (Carrd).
- A one-page site. For a business whose customer needs to do one or two things: call, book, see the work, find the door. What goes on one.
InBio is one of those one-page options, and we make it. You get a page at in.bio/yourname in a few minutes, with tap-to-call, text and WhatsApp icons, Google's live map, your photos and your links. Pro ($9 a month) adds a quote form and lets you write the page's search title. Business ($29) adds booking, and each booking card has its own address that opens straight to the time slots (plans).
The limits, in one line: no custom domain, no address or opening-hours block (write them in the bio or a post), no reviews embed, one booking diary per page, and no page per service. One more thing: if you change your InBio username later, the old address stops working, so settle it before it goes on your profile.
How to add or change the website on your profile
Sign in to the Google account linked to your profile first. Then, on Google Search (Google):
- Go to your Business Profile.
- Select Edit profile.
- Find Website. Paste the full address, starting with
https://. - Select Save.
In the Google Maps app:
- Tap Business at the bottom right.
- Tap Edit profile, then find Website.
- Paste the address and tap Save.
No Edit profile button? You're signed in to an account that isn't linked to the profile, or the profile isn't verified yet: Google says some businesses must verify before they can change anything. Once you save, Google reviews the change before it goes live.
Then check it the way a customer would: tap Website on your profile from your phone and make sure the page loads. Google also asks that the site doesn't block Googlebot.
Website, Book link, Social profiles: three different fields
A profile can carry three kinds of link, and each has its own rule.
Website. The rule above. One address, shown as the Website button.
Book, Order and Reserve links. These have a stricter policy (Google):
Local business links must lead to a dedicated landing page for your business. […] Local business links must allow customers to complete the designated action.
They "cannot be" social media sites, messaging links, app store links or link shorteners. So a wa.me WhatsApp link, a bit.ly link or your Instagram profile can't be your Book button, however people book you in practice. The link has to open a page where the booking actually happens.
Only verified profiles can add these links, and Google takes one link per domain. It also checks them regularly, and removes links that break the rules or that its crawler can't reach.
There are two ways to get a Book button. In your profile, select Bookings, then Get started, and pick a provider that works with Google; Google says it shows up "within a week", and the provider may charge you. Or add your own booking link (Google). Either way, Google decides which links stay.
Social profiles. Facebook, Instagram, LinkedIn, Pinterest, TikTok, X and YouTube get one link each, under Edit profile → Contact → Social profiles. Google says the feature is "currently available in select regions" and gives no click tracking for it (Google). If you have it, Instagram goes here, which frees the Website field for a page that does more.
What the website does for your map ranking
Google ranks local results on three things (Google):
- Relevance: "how well a Business Profile matches what someone is searching for."
- Distance: "how far each business is from the customer who's searching."
- Prominence: "how well-known a business is", "also based on info like how many websites link to your business and how many reviews you have."
Having a website isn't on Google's list. Links from other sites to your business are, and so are reviews. And "there's no way to request or pay for a better local ranking."
Whitespark's 2026 survey of local search experts (published 6 November 2025; expert opinion, not a measurement) puts the profile first. Its top five map-pack factors are primary category, distance from the searcher, keywords in the business name, an address in the searched city, and being open at the time of the search (Whitespark). Website factors count, lower down: the name, address and phone on your page matching your profile (#15), and keywords in the linked page's title (#17).
Below the map, the website leads. In local organic results, Whitespark's top four are website factors: a dedicated page for each service (#1), local keywords in your content (#2), the authority of links to your domain (#3) and keywords in the page title (#4). A page per service is also #2 on its list for showing up in AI search answers.
So:
- For Maps, the link mostly decides what happens after the tap. Get the basics right: the same name, address and phone as your profile, and your business and town in the page title.
- For ranking in the plain results below the map, the "emergency plumber Austin" searches, you need a real site with a page per service on a domain you own. One page won't do that, ours included.
What's behind the button still matters. In BrightLocal's 2026 survey of 1,002 US consumers, 54% said they check the business's website after reading positive reviews, up from 32% in 2019 (BrightLocal).
Tag the link so you can see it working
Add UTM tags to the address you paste, so your analytics can tell profile visits from other Google traffic:
https://example.com/?utm_source=google&utm_medium=organic&utm_campaign=gbp
Google's help pages for this field say nothing about UTM tags, for or against. Once the change is live, tap Website on your profile and look at the address bar. If the tags are still there, they work. If not, they were stripped, and your analytics will show the visit as plain Google traffic.
Google Analytics reads the tags; InBio's own stats don't, and sort visits by the site they came from. For the numbers worth watching, see link-in-bio analytics.
After the Website link: Book, social, and a check
If you take appointments, add a Book link next, to a page where the booking really completes. Add your Instagram and Facebook under Social profiles, if your region has it. Then, a few days on, tap every button on your profile from your phone, the way a customer would, and fix whatever doesn't land. More on building the page itself in our guides to a website for your business.
