The most important URL for a local business website — the page linked in the 'website' field of the Google Business Profile, typically the homepage for single-location businesses, which targets the primary category + city name as its keyword.
"Whatever you put in that web address, I like to call the Google business profile landing page. If somebody pulls up your Google business profile, clicks website, that page is where they end up."
"The most important URL for a local business website is we call it the GBP landing page. So if you go to your GBP, there's a box that says website. Whatever URL you put in that box is your GBP landing page."