Clicks to your website from GMB are down. Google has been adding a ton of features to local results, so that you don’t need to visit the website. You can get all of the info you need right in the local search results. You can no longer rely on just having an awesome website to get conversions. You need to make your listing awesome, and reviews are one of the most powerful ways to do this.
Local results used to take you to a business website, now you’re taken to the Local Finder which has almost everything someone would need to know about a business, and if your listing doesn’t have the info, don’t count on the user clicking through to your website – they’re more likely to just move on to the next business – so make sure you add all the things to your listing and get reviews!