For local businesses, most customers never make it to your website before deciding whether to contact you. They see your Google Business Profile first — your hours, photos, reviews and map position — and that's often where the decision gets made.

A profile that's unclaimed, outdated or poorly optimized quietly costs businesses calls and visits every single day. Accurate categories, regular photo updates, a steady stream of reviews and prompt responses to questions all feed directly into whether you show up in the local map pack.

Your website still matters for building trust and closing the sale, but the Business Profile is usually the first impression — and first impressions decide whether that website visit happens at all.