How to add your website link to a Google Business Profile

The website link on your Google Business Profile is the button most of your visitors press. It is also the field most often left empty or pointing somewhere stale. This is how to set it, and what to put in it.

Where the field is

Google Business Profile is edited from search itself rather than from a separate dashboard:

1. Sign in to the Google account that manages the business.
2. Search for your business name in Google, or search for my business.
3. Your profile appears with an editing panel above the public listing.
4. Open Edit profile, then the Contact section.
5. Fill in the Website field and save.

If you manage several locations, use the Business Profile Manager instead and edit each location's Contact details there.

Which address to use

Small choices here matter more than they look:

• Use https, not http. If your site supports both, the secure version is the one to publish.
• Use the version that loads directly. If example.com redirects to www.example.com, list the destination, not the redirect. Every hop is a moment of delay for someone on a phone.
• Link the home page, unless a specific page genuinely serves the listing better — a single-location business almost always wants the home page.
• Keep tracking parameters out of it. A long tagged URL looks untrustworthy where Google displays it, and there are cleaner ways to see how much traffic the profile sends you — Search Console and your own analytics both separate it out.

The other link fields

Depending on your category, the profile offers more than one link, and using the right one puts a more specific button in front of people:

• Appointments — a booking page, for anything scheduled.
• Menu — for food businesses; point it at a real page rather than a PDF, which is awkward on a phone.
• Services or products — where supported, these become their own entries in the listing.
• Orders — for takeaway and delivery.

Fill in the ones that apply. Each is a separate reason for someone to press something rather than scroll past.

How long the change takes

Most edits appear within a few minutes, but some are reviewed before they go live, and a review can take up to a few days. Two things make a review more likely: changing several fields at once, and pointing at a domain with no history. If your edit is still pending after a week, check the profile for a notice explaining why — it is usually a mismatch between the listing and the site, such as a different business name or a missing address.

Why an empty website field costs more than it looks

A profile with no website gives an interested customer nowhere to go. They have found you, they are deciding, and the only thing to press is a phone number — which suits some people and loses the rest, the ones who will not ring a stranger at nine in the evening and want to read about you first.

It also means the profile is doing all the work of representing you, in Google's format, on Google's page, alongside your competitors. Do you need a website if you already have a Google Business Profile goes into where that stops being enough.

If your old link no longer works

If the website field points at a business.site address, it is pointing at an error page — Google retired those sites in 2024. See what happened and what to do, and put a working link in its place.

If you need something to link to, the profile you have just been editing is enough to build one from — see what it produces.