Website, Instagram or Google Business Profile: what each one does
Many people ask whether they need a website when they already have Instagram. The three do different things, and they work better together than apart.
Instagram: a relationship with people who already follow you
Instagram is great for showing your day-to-day, building closeness and keeping people who already know you nearby. But it has limits:
- The platform's algorithm decides who sees your posts, and it changes often.
- The profile isn't yours: the rules, the reach and even access to the account depend on the platform.
- It barely helps people looking for a service on Google. Posts rarely show up for searches like "prenatal nutritionist".
- Important information gets lost in the feed: prices, how it works, frequently asked questions.
Google Business Profile: the search engine's business card
The Google Business Profile (formerly Google My Business) is the panel with phone number, opening hours, reviews and photos that appears next to the results or on Google Maps. It's free and builds trust, especially through client reviews.
On the other hand, the space is small and standardized: you have little control over how you present your services, and the profile is designed mainly for businesses that serve clients at an address or in a defined area. It requires verification and works best when it points to a website with more detail.
Website: the only one that is yours
The website is where you control everything: the copy, the order of the information, the page for each service and the path to getting in touch. And it's what helps the most to show up on Google for people who don't know you yet, because each page can answer a different search.
- The domain and the content are in your name; no platform can take them down.
- A page for each service shows up for specific searches.
- It signals professionalism: many people look up the website before contacting someone they found on Instagram.
- Some things require a website, such as an app's privacy policy or a business account on app stores.
The downside is that a website doesn't bring in visits on its own from day one: it has to be built well for Google and takes some time to earn its ranking. See what usually gets in the way in Why my website doesn't show up on Google.
Side by side
| Best for | Limit | |
|---|---|---|
| Staying close and showing your work | Reach decided by the platform | |
| Google profile | Quick contact and reviews | Small, fixed format |
| Website | Being found by service and convincing | Has to be built well and takes time |
How to make all three work together
- Make the website the base: everything points to it.
- Put the website link in your Instagram bio and on your Business Profile.
- Use Instagram to attract and hold attention, and the website to explain and close the contact.
- Ask happy clients for reviews on your Business Profile.
If you can only pick one to start with, pick the one that matches how your clients look for you. If they search on Google, you'll miss having a website.