It’s a common misconception among small business owners: all I need is a website and my business is good to go online. Unfortunately, that’s not the case at all. While your website acts as a hub for your online traffic, it certainly isn’t the only source, nor should it be viewed that way. There are a number of other places online your business should have a presence, and most owners don’t even realize it. Here are three basic things your small business should be doing online – and probably isn’t.
1. Be Active on the Right Social Media Platforms
A lot of businesses already have a Facebook page, but that doesn’t mean they’re using it correctly. The first thing to realize about social media is that every business is different – what works well for one may not work for another. It’s worth testing the waters: create a profile on the major platforms – Facebook, Instagram, and LinkedIn are the most reliable starting points for most small businesses today – but you don’t need to actively post on all of them right away. Focus on one or two, learn where your customers actually spend their time, and go from there. Maybe it’s Facebook. Maybe it’s Instagram. Either way, showing up consistently on the platform your customers actually use is worth far more than a half-updated profile on every platform that exists.
2. Claim and Optimize Your Business Listings
Did you know there are literally hundreds of online directories your business could be listed on? You don’t need to be everywhere, but a handful are absolutely vital. Chief among them is your Google Business Profile – the free listing that shows up in Google Search and Maps whenever someone searches for a business like yours nearby. Bing Places and Apple Maps matter too, especially since a growing number of customers search directly from their phone’s default map or voice assistant instead of typing a search into a browser. Think about your own habits: when you need a product or service in town, do you pull out your phone and search, or look something up in a phone book? Your customers are doing the same thing, so make sure your business shows up accurately wherever they’re looking – consistent name, address, and phone number across every listing.
3. Optimize Your Website for Local Search
It doesn’t matter how good your website looks if search engines can’t find it for the searches that matter to your business. If you don’t show up when a customer searches for products or services like yours, you’re losing business – and you can earn that visibility for free by ranking organically, without paying for ads. The first step is making sure your website is optimized for the right local keywords. For example, if you’re a pizza restaurant in Piqua, Ohio, you’ll want your site to target phrases like “pizza restaurant in Piqua, Ohio” or “restaurants in Piqua, Ohio.” Likewise, a local clothing store that sells women’s shoes should target terms like “women’s shoes in [your town].” The more specific and local your keywords, the easier it is for the right customers to find you.
The Wrap Up
A great website is the foundation, but it’s only one piece of your online presence. Being active on the right social platforms, keeping your business listings accurate, and optimizing your site for local search are three of the most basic – and most overlooked – things a small business can do to bring in more traffic and turn that traffic into customers.