By GMB Fox Team
Key Findings:
Consumers trust details from local business websites more than from Google My Business or online directories.
A whopping 64% of consumers have used Google My Business to find contact details for local businesses.
The GMB features consumers are most likely to have used include opening hours, directions, and reading reviews.
Only 8% of consumers never look at websites when choosing which local business to use.
A staggering 50% of consumers would be deterred from using a local business if contact information was outdated on their website.
When it comes to local SEO, Google My Business (GMB) is a heavy hitter. But don’t count local business websites out just yet. Our latest report dives into how consumers are using both resources to find the local businesses they need and which source they trust more.
To get a clearer picture, we asked 500 US-based consumers about their experiences with Google My Business listings, local business websites, and online directories. Here’s what we found.
Most Commonly Searched-for Local Businesses
Restaurants and Cafés (56%)
Grocery Stores (37%)
Clothing Stores (34%)
Hotels and B&Bs (34%)
Medical Practices and Healthcare (28%)
It’s no surprise that restaurants top the list. Everyone loves finding a new place to eat, and they’re usually the most likely to recall their searches. In fact, 87% of respondents have searched for businesses on Google, with the average person recalling searches in about five different industries.
Sources for Contact Information
64% of consumers have turned to Google My Business to find a local business’s address or phone number. Yet, local business websites are still a go-to for many: 49% of consumers visit these sites for contact details. So, while GMB is powerful, it’s clear that a well-maintained website is still vital for capturing leads.
Trust and Accuracy
When asked which source they believe has the most accurate contact information:
56% of consumers trusted local business websites over Google My Business (32%) and online directories (12%).
This indicates that while GMB is essential for visibility, consumers still see business websites as the gold standard for reliable information.
Popular GMB Features
What features do consumers actually use on Google My Business?
Checking opening hours
Finding directions
Reading reviews
Visiting the business’s website
Looking at photos
Most of these actions are passive, focusing on information retrieval rather than interaction. This means local businesses need to ensure their GMB listings are complete and accurate to capture those warm leads.
Website Importance
Despite the prevalence of Google My Business, 76% of consumers look at local business websites at least half the time when deciding on where to go. Websites provide the rich details that GMB listings simply can’t cover—like unique offerings, in-depth product details, and compelling visuals.
Avoiding Pitfalls
So what deters consumers from using a local business? The biggest issues include:
Outdated contact information
Poorly written content and typos
Outdated pricing information
Lack of prices
Difficulty finding the website in search results
In fact, 91% of consumers would be discouraged by at least one of these problems. That’s a major wake-up call for local businesses to prioritize their online presence!
How Do Consumers Prefer to Contact Businesses?
When it comes to contact preferences:
Phone calls are the top choice.
Emails follow, then visits to the business location.
Interestingly, consumer preference for phone calls has grown over the years. This is where a responsive and knowledgeable staff can really shine.
Conclusion
In a digital world where visibility is everything, GMB Fox ensures your business isn’t just online—it’s the first choice customers make. Let us handle the complexities of digital marketing, so you can focus on what truly matters: growing your business.
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