Few Business & Industrial Google Profile Visitors Click Through to the Website
Website clicks made up just 17% of actions on the typical business and industrial Google Business Profile in Diib's data, versus 30% for other industries. Direction requests made up 76%.
Business and industrial profiles mostly get used for directions, not for sending people to the website. If your profile is how new buyers first find you, it may be doing little to show them what you make or do.
For manufacturers, distributors, fabricators and other industrial businesses, the Google Business Profile mostly works as a map pin.
What the data shows
Diib looked at the three main actions people take from a Google Business Profile (calls, website clicks and direction requests). It covered profiles connected to Diib with at least 500 views between June 29 and September 26, 2026:
- For the median business and industrial profile (291 profiles), website clicks made up 17% of actions, versus 30% for about 12,400 profiles in other industries.
- Direction requests made up 76% of actions, versus 59% elsewhere.
- 30% of business and industrial profiles got fewer than 1 in 10 of their actions as website clicks, versus 14% of other profiles.
- Overall engagement was healthy: 16.8% of views led to some action, versus 13.1% elsewhere.
What this does and doesn’t tell you
This is aggregated Diib data from profiles connected to Diib. Heavy direction requests likely come from drivers, vendors, job applicants and customers finding a facility they already work with. That’s useful traffic, but it isn’t new business. The data can’t separate those groups.
What it does show is that few people use these profiles to learn more about the business. Prospective buyers who find an industrial company on Google are less likely to click through to see its capabilities, products or certifications.