I get asked all the time whether a business should invest in their website or their Google Business Profile first.
It is not close.
I have a client right now who is number one in the map pack and number one in organic for his main keyword. Same market, same city, same business.
His Google Business Profile gets 8x more traffic than his website.
He is winning both games and one of them is worth almost nothing compared to the other.
Search any local service with "near me" on your phone. Plastic surgeon near me. Roofer near me. Personal injury attorney near me.
Count how far you scroll before you hit a website. On most queries you will pass the ads, the map pack, and the people also ask section before a single website shows up.
Nobody scrolls that far.
So when a business owner tells me he spent 15k on a website redesign and hasn't touched his profile in two years, I already know what his lead flow looks like.
The website still matters. It closes the people who click through and it is what LLMs pull from when they need to know what you actually do.
But it is the conversion asset, not the acquisition asset.
If you have limited time and limited money, put it into the profile.
Physical address. Correct category. Description filled to the character limit with your service and city in it. Photos every week. Updates every week. Reviews every single day.
Fix the website after the phone starts ringing.