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There are two ways to run a business after it reaches some profitability: always optimizing or just kicking back and relaxing. Some people are happy with just their Facebook page and others would optimize and increase sales further by funneling people in through Google Maps.

(This is why I've taken photos of some restaurants in Google Maps and posted them; they aren't doing any advertising on their own so it's nice to help them along and get more visitors).

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I don't really disagree and a Facebook page is probably a lot better than nothing. I would note that SquareSpace seems to do a good business (assuming that's a reasonable conclusion to draw from the amount of advertising they do) so there does seem to be a market for simple template-driven websites.

(on the other hand, given they advertise a lot on podcasts and the like, they may not be targeting traditional local businesses.)

I think they're mostly targeting the people those local businesses ask for assistance with those ads, to be frank :)

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