Your Google Business Profile (GBP) is a powerhouse for local SEO. It can bring in phone calls, foot traffic, and new customers directly from Google Search and Maps. But while getting engagement on your profile is great, one of its most critical—and often overlooked—functions is to act as a gateway to your main website.
Many businesses see views and calls from their GBP but struggle to get users to click that all-important “Website” button. This is a massive missed opportunity. Your website is the one place online where you have complete control over your brand story, user experience, and sales process.
While your GBP is a powerful tool, it works best when it funnels interested customers to your main site—the central hub of your digital presence. The quality of your web design is what will ultimately convert that visitor into a loyal customer. At Dubai Web, we help businesses create a seamless journey from discovery on Google to conversion on their website. This guide will show you exactly how to build that bridge.
Why Driving Traffic to Your Website from GBP is a Top Priority
You might be wondering, “If customers are calling me from my profile, why do I need them to visit my website?” While direct calls are valuable, encouraging website traffic offers deeper, long-term benefits:
- You Control the Environment: On your website, there are no competitors listed beside you. You control the entire user experience, from the visuals to the messaging, guiding visitors through a carefully crafted sales funnel.
- Deeper Analytics: Google Analytics on your website can tell you far more about user behavior than GBP Insights can. You can track how visitors interact with different pages, where they came from, and how they convert.
- Tell Your Full Brand Story: Your GBP is a snapshot; your website is the entire photo album. You can tell your company’s story, showcase detailed case studies, and build a much stronger connection with potential customers.
- Advanced Lead Capture and Sales: Your website can host advanced contact forms, lead magnets (like ebook downloads), and full e-commerce functionality, none of which are possible on your GBP alone.
5 Guaranteed Methods to Increase Your GBP-to-Website Traffic
Here are five actionable strategies to turn your GBP viewers into valuable website visitors.
1. Make Your Website Button Irresistible
The What: This is the most fundamental step. Ensure that the primary “Website” link on your profile is correct, functional, and leads to a high-quality, relevant landing page.
Why it Works: This button is the most direct path to your site. Any friction here will kill your click-through rate. If the link is broken, or if it leads to a slow, confusing, or non-mobile-friendly page, users will bounce immediately. This signals to Google that your website offers a poor experience, which can harm your rankings.
How-To: First, log in to your GBP dashboard and double-check that the URL in the “Website” field is correct. Second, choose the right landing page—for most businesses, this is the homepage. Finally, and most critically, optimize the landing page. Since most local searches happen on mobile, your website must be mobile-friendly. Test your landing page on your own phone. Does it load in under 3 seconds? Is the text easy to read? A poor mobile experience is the #1 reason for a high bounce rate from GBP traffic.
2. Use Google Posts as Strategic “Click Funnels”
The What: Consistently create Google Posts with the specific goal of driving a click to your website. Don’t just post an update; create a compelling reason for the user to want more information.
Why it Works: Google Posts appear prominently on your profile and allow you to include a direct call-to-action (CTA) button with a link. They are your free, prime advertising space. Instead of being a static profile, Posts turn your GBP into an active, dynamic marketing channel.
How-To: You can create “teaser” content by writing a short, engaging summary of a new blog post and using the “Learn More” button to link to the full article. You can also promote website-exclusive offers by creating an “Offer” post with a unique discount code that links to your services page. Finally, you can announce new products with a “Shop Now” button that links directly to that product’s page on your e-commerce site.
3. Leverage the Products Feature for Multiple Entry Points
The What: Meticulously build out your catalog in the “Products” section of your GBP, and ensure every single product has a direct link back to its corresponding page on your website.
Why it Works: The Products section acts as a visual, interactive catalog on Google. When users see a specific product they like, their immediate next step is to learn more or buy it. Providing a direct link removes all friction and guides that high-intent user straight to the point of conversion on your site. Without a link, you force the user to go to your homepage and search for the product, a step most won’t take.
How-To: Go to the “Edit products” section in your GBP dashboard. For every product you add, fill out all the details: a clear name, a high-quality photo, the price, and a good description. Most importantly, use the “Link” field for every single product. Link it directly to that product’s unique page on your website, not just the homepage.
4. Optimize Your Q&A to Guide Users to Your Site
The What: Proactively use the Questions & Answers section to answer common questions, and make your website the source of the “best” or “most detailed” answer.
Why it Works: Users in the Q&A section have specific, high-intent questions. They are actively seeking information. By answering their questions and providing a link for more comprehensive information on your site, you are being helpful while simultaneously creating a natural pathway to your website.
How-To: Start by seeding your own FAQs. Post your top 5-10 questions and then immediately answer them from your official business account. Incorporate links naturally in your answers. For example, in response to a question about prices, you can say, “You can find a complete breakdown of all our services and pricing on our official services page here: [link to your website’s service page].”
5. Craft a Business Description That Encourages a Website Visit
The What: While you cannot place a live hyperlink in your main business description, you can write it in a way that textually points users toward your website.
Why it Works: Your business description is your elevator pitch. It’s where you establish your expertise and tell users what makes you unique. By concluding with a mention of your website, you can plant the seed that your site is the next logical step for those who want to learn more.
How-To: You have 750 characters. Use them wisely to describe what you do and who you serve. In the final sentence, add a soft call-to-action. For example: “For a full gallery of our completed projects and detailed service information, please visit our official website.” This encourages users to actively look for the website button after reading about your business.
Conclusion: The Appetizer vs. The Main Course
Think of your Google Business Profile as the appetizer—it’s designed to attract attention, provide a taste of what you offer, and satisfy immediate hunger for information. Your website is the main course—it’s where you provide the full, rich experience, build a lasting relationship, and ultimately, secure the business.
For a successful digital strategy, the two must work together seamlessly. Implementing these five strategies will turn your GBP from a passive listing into a powerful, active machine that drives qualified traffic to your website. You can then build even more trust by doing things like learning how to display Google reviews on your WordPress website, creating a powerful feedback loop. If you’re a business in Dubai ready to create a complete digital presence where your local profile and main website work in perfect harmony, the team at Dubai Web is ready to help. Contact us to learn more.
