One-Third of Businesses on Google Maps Lack a Functional Website
A digital presence is essential for modern business, yet the reality often falls short of expectations. A new study, which examined the Google Business Profiles of 8,426 businesses in the UK, found that 33% of verified listings do not have a functional website. This means that customers searching for these companies via Google Maps are frequently met with "dead" links or pages that have not been updated in years.
What defines an inactive business?
The study’s authors classified businesses as inactive if they lacked a website entirely, or if their link redirected to a social media profile, a booking application, or an expired domain. The worst performance was recorded in the health and beauty sector, where 53% of businesses lack their own web platform. Companies in this sector often rely solely on Instagram or specialized booking services.
Furthermore, 35% of construction and repair services, such as plumbers and electricians, fail to provide customers with a reliable website. Interestingly, statistics show this problem is more acute in large cities than in smaller towns. For example, in Birmingham, 42% of businesses fail to maintain a functional website.
Outdated information and risks
The research shows that the problem extends beyond the absence of a website. Among companies that do have a site, nearly one in five (18.9%) display a copyright date of 2024 or older. This indicates that the content has not been updated in a long time, which breeds distrust among consumers.
Additionally, there are technical risks. When a business fails to renew its domain, it may be purchased and utilized by third parties. Such practices are common and are often used to hijack traffic or for fraudulent purposes. Companies that do not monitor their websites put their own reputations at risk.
What should businesses do?
Experts advise business owners to periodically check their Google Business Profile data. The first step is simple: open your business link on a mobile phone, just as a typical customer would. If the link does not work or the page is outdated, it is essential to update or replace it.
Many businesses in Georgia also actively use social media; however, having a dedicated website provides a company with greater professionalism and independence. Enabling automatic domain renewal and maintaining regular website monitoring are the minimum steps any entrepreneur should take to ensure they do not lose customers in the digital space.