When adding a website URL to your Google listings it is important to consider what are you trying to link to. The content on the URL you link to is important and impacts ranking in the local results.  For a majority of businesses, it makes sense to link to your homepage since that URL has the most authority, backlinks, and relevance. 

However, for some businesses that have built out location specific landing pages, it is worth linking them to the relevant Google Business Listing.  This can help optimize your listings and provide better results for local searches. This would also be applicable for businesses that have multiple departments under a single address like a grocery store that has a pharmacy attached. If they all link to the same generic homepage and not the specific department page, clients may not complete their user journey and click out.

The goal is always to provide better results for new and existing clients. If you are still unsure what is the best URL option to link your Google Business Profile listings, we recommend selecting whatever page ranks the strongest organically.