The Website URL is the website where the Geo Location service will be used.
For example, if you need to use the Geo Location service in http://mywebsite.com then http://mywebsite.com will be the website URL.
Use your domain name if you plan to use the Geo Location service in all pages of your website or a particular URL if you need to use in that URL and all its sub pages.
For example if you need use the Geo Location service in http://mywebsite.com/blog and/or all its sub pages, then the Website URL should be http://mywebsite.com/blog