People find you on Google Maps and are stuck with the "call" and "website" buttons, with no option to message. Add a link to directions in your profile: a person from the map answers a few questions and lands in your chat. This way, local searches turn into conversations instead of missed calls.
Why does a map profile lose customers?
A person found you nearby and is ready to reach out, but their options are limited: call or visit the website. Many dislike calling, especially with unfamiliar businesses, and the website leads to more searching for how to book. A barrier stands between "found" and "messaged," causing some warm leads to drop off right on the map.
A customer from the map is one of the hottest leads: they are looking for a service nearby right now. Losing them over button choices is the most frustrating.
Where to place the link to directions?
Anywhere the profile allows an external link:
in the website field if there is no separate site
in the booking or reservation link
in posts and profile updates
in message response templates
The idea is simple: wherever the person clicks, they end up not on the website, but on a short path leading to the chat.
Why is a path better than a website in the profile?
A website in the profile greets a person with a general page where they have to search for how to book. The path greets them with a relevant question and ends with a conversation. A customer from the map is ready to act, not to browse, so a short path is more effective than even a good website.
What does this offer local businesses?
A profile on maps attracts people searching nearby and ready to come. The link to directions turns this flow into chats instead of missed calls. The customer answers a few questions and reaches you with a ready message. This is how Mate works: create a path for free upon registration, place its link in your profile, and a person from the map will end up in your chat warm. You can see how it looks on the homepage.
Frequently Asked Questions
Isn't it better to leave a phone number in the profile?
Keep the phone number, but not as the only option. Some people call, while others dislike calls and leave if there's nowhere to message. The link to directions caters to the second type: they answer questions and end up in a chat where they feel more comfortable. Let both options be in the profile, and you won't lose those who call or those who prefer to message.
Where does the link lead if the field only has the website?
Place the link to directions there instead of the website if your goal is engagement, not reading. A person from the map will click this button, answer a few questions, and enter the chat. A separate website is not required: for local businesses that thrive on messaging, the path in the website field works better than a menu page.
Will this help improve ranking on maps?
The link does not directly affect position, but it helps indirectly. Profiles that receive more inquiries and reviews are favored by Google. When it's easy for someone to message, inquiries and reviews increase, which signals to the maps. So, a convenient link doesn't work directly on the algorithm but influences user behavior that the algorithm notices.
Should I create a separate path for traffic from maps?
Yes, if you want to see how many customers come specifically from the map profile. A separate link for this channel tracks clicks, showing the contribution of maps rather than a general total. Plus, the path for maps can be slightly different: people from there often search nearby and for immediate needs, and the questions can be tailored accordingly.
What if I have multiple locations on maps?
Then give each location its own link to directions. This way, you not only lead people to chat but also see which location brings in more customers from the profile. The questions in the paths can remain general, while the links and statistics differ. This is more convenient than a single entry for all addresses, where it's unclear where the person came from.
