No, a website is not *technically* required to create and maintain a Google Business Profile (GBP) in Australia as of December 2025, however, a website significantly enhances its functionality and performance. Google allows businesses to create a ‘website’ built directly within the GBP dashboard, utilising information from the profile itself.
This Google-hosted website is a simple, one-page site generated from your GBP data – business name, address, phone number, categories, description, and photos. Currently, it doesn’t support custom domains or advanced features like e-commerce. As of December 2025, Google continues to expand GBP features; the ‘Posts’ function now includes the ability to schedule updates up to 30 days in advance. Google also provides detailed performance data within GBP, including queries used to find your profile, actions taken (website clicks, direction requests, phone calls), and visibility in Google Maps and Search. In 2026, Google is expected to further integrate GBP with other Google services like Local Campaigns 360, offering more sophisticated advertising options for Australian businesses. The free website builder within GBP is designed for businesses without an existing online presence, but it’s important to note it has limitations compared to a dedicated website.
Essentially, Google Business Profile functions as a digital business listing, and the integrated website builder provides a basic online presence when a full website isn’t available, leveraging information directly from your profile.
