by Shane O'Neill, CMO
Your Website Still Matters — But Your Google Business Profile Might Matter First
Let’s be clear right out of the gate: your website still matters and is your #1 salesperson. It’s your brand’s digital home—where your story, your collections, and your reputation all come together. But here’s the thing: it’s not always where customers start their journey.
For most jewelry shoppers, the first stop isn’t your homepage. It’s your Google Business Profile (GBP)—the little box that pops up when someone searches “jewelry store near me” or “engagement rings in [your city].” And whether you realize it or not, that box might be doing more heavy lifting than you think.
Your Google Business Profile: The New First Impression
When someone’s deciding where to shop, your GBP often answers every question they have in about 10 seconds.
Are you open? Where are you located? Do people like you? What does the store look like? Can they call or text you easily? That’s the moment where shoppers decide whether you’re worth a visit — long before they’ve clicked your website link.
In other words, your Google Business Profile is your digital handshake. It introduces your business to potential customers, sets expectations, and builds trust — all before they walk through the door (or even visit your site).
Your Website and GBP Should Work Together
Here’s where a lot of retailers get it wrong: they think they have to choose. But the truth is, your Google Business Profile and your website are partners, not competitors.
Your GBP helps people find you.
Your website helps people choose you.
Once someone clicks through from Google, your site should reinforce everything your profile promised — expertise, style, trust, and a reason to buy from you instead of the store down the street.
The two should feel consistent: the same photos, tone, promotions, and store information. If your GBP shows bright, modern imagery but your website feels dated, you lose that trust in seconds. Likewise, if your site highlights custom design but your profile says nothing about it, you’re leaving opportunities on the table.
How to Make Your GBP Work Harder
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Keep it current. Update your hours, photos, and holiday closings. Google rewards accuracy.
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Ask for reviews. Fresh, authentic reviews build credibility and visibility.
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Use all the features. Add products, link to your site, enable messaging, and respond to inquiries quickly.
Remember, Google wants to connect users with the most active and reliable businesses. If your profile looks alive, you’ll show up more often.
The Bottom Line
Your website is still your most important owned asset — your digital showroom. But your Google Business Profile is often the front door.
If one looks great and the other looks forgotten, you’re creating friction in the customer journey. When both are optimized and aligned, you build a seamless experience that attracts, convinces, and converts.
Because in today’s search-driven world, being found and being chosen are two different things. And you need both to shine.
Looking to take your marketing to the next level? Contact us.
