Australian SMEs using Google Business Profile websites given March 1 deadline to migrate

Basic websites created through Google Business Profile will be turned off from March 1, 2024, Google says, giving Australian small businesses a deadline to migrate to a new website provider.

Google Business Profile (formerly My Business) is the Google service that provides quick, easy-to-access business information through Google Search and Google Maps.

It allows web users to find addresses, phone numbers, and opening hours without visiting a business’ website directly.

Google previously allowed businesses to create their own free, no-frills websites through information entered into their Google Business Profile.

Domains registered under that system typically ended with ‘business.site’.

These websites will be turned off from the start of March, Google announced last week.

A small business website created through the Google Business Profile system. Source: Leaf Lane Cafe

Businesses that want to operate a full-fledged website after the end of Google Business Profile sites on March 1 will need to create their own by registering a domain name and selecting a hosting provider.

Customers attempting to access the expiring Google websites will be directed towards the relevant Google Business Profile until June 10, 2024.

“After that date, customers will get a ‘page not found’ error when attempting to visit your website,” Google states.

Google has also disabled the ability to create new websites through the Google Business Profile system.

Websites are pivotal to the marketing strategies of 78% of Australian small businesses, according to a recent survey conducted by online business discovery portal Localsearch.

The change to Google’s website creation tool means businesses should consider an upgrade, said Localsearch executive chairman Daniel Stoten.

“A well-designed website serves as the digital storefront for a business, allowing customers to discover services, gather information, and engage with the brand at their convenience,” Stoten said.

“With Google phasing out websites created through Google Business Profiles, it’s imperative for businesses affected by this change to act swiftly.”

The end of sites created through the Google Business Profile tool follows the sale of Google’s domain business to Squarespace in 2023.