Getting more customers online does not always require a large marketing budget or a presence on every social media platform. Small businesses can start with their website, Google Business Profile, relevant directories, and the social platforms their customers already use.
That usually means a useful website, visibility in Google search, accurate business details, genuine customer reviews, and an easy way for customers to contact the business or make a purchase.
Start With the Website
Customers often visit the website after seeing the business on Google, a directory, or social media.
It should quickly answer basic questions: What does the business sell? Who does the business serve? Where does it operate? How can someone contact the company?
A service business should give each main service its own page instead of putting all services on one page. An online retailer should let customers browse and compare products easily.
Make it easy for customers to contact the business. If customers request quotes, the website should have a clear quote request option. If the business takes bookings, the booking option should be easy to find.
When a website answers customers’ questions clearly, visitors are more likely to contact the business or make a purchase.
Make the Business Easier to Find on Google
Customers check a business online before contacting it.
A local customer may search for an electrician in their area. A business owner looking for accounting software may compare several products before choosing one.
The website should have pages for the services or products customers are searching for.
For example, a plumbing company that provides boiler installation, emergency repairs, and bathroom plumbing can create a separate page for each service. Each page can explain the work, answer common questions, and provide contact details.
SEO can help these pages appear when people search for the services or products the business offers.
Pages should provide useful information instead of repeating the same keywords throughout the content.
Keep Google Business Profile Updated
For local businesses, Google Business Profile can show business information in Google Search and Maps.
Business owners can add or update information such as opening hours, phone numbers, website details, service areas, and photos. . Google Business Profile Help
Customers need accurate information when they want to contact a business.
If the listed phone number is wrong or the opening hours are not up to date, some customers may choose another company.
Businesses should update their profile whenever their information changes.
Build Trust With Customers
Customers may compare several businesses before choosing one.
Reviews give customers an idea of what previous customers experienced.
A detailed review can describe the quality of a contractor’s work, the food at a restaurant, or the support provided by a software company.
Businesses can ask customers to leave genuine reviews and respond to customer reviews. Google does not allow businesses to offer discounts, free products, or other rewards in exchange for reviews.
Businesses should collect honest feedback rather than trying to get more five-star reviews.
Create Content That Answers Customer Questions
Content can bring visitors to the website when they are researching a product or service before choosing a business.
A roofing company could publish an article explaining the signs that a roof needs replacing. An accounting firm could explain common bookkeeping mistakes. A software company could publish a comparison of different ways to manage customer data.
These topics are directly related to the products or services the business offers.
Someone reading the article may not become a customer immediately, but the content can put the company in front of them while they are searching for information about a problem or service.
The business can then link to a relevant service or product page so readers can learn more about the product or service.
Choose Channels That Reach Potential Customers
A small business does not need to advertise everywhere.
The best marketing channel depends on where customers search for and choose the business.
A local restaurant may benefit from Google Search, Google Maps, Instagram, and local publications. A B2B software company may focus more on search, LinkedIn, industry publications, and email.
Paid advertising can be effective when the business knows which customers it wants to reach and has a landing page that matches the ad and its offer.
A business should not spend money on a platform just because it is popular. The business should choose channels where its potential customers are likely to see its ads.
Make It Easy to Become a Customer
Getting visitors to a website is only the first step.
A customer who wants to buy should be able to complete the purchase without unnecessary steps. Someone looking for a service should be able to request a quote. Someone comparing software should be able to request a demonstration or start a trial.
The next step should be clear on the relevant page.
For example, an article about commercial cleaning can link to the company’s commercial cleaning service page. From there, a visitor can request a quote.
This gives the visitor a clear path from reading the article to requesting a quote.
Track Where Customers Come From
A business should know which marketing activities are producing enquiries and sales.
A service company can track phone calls, quote requests, and booked appointments. An ecommerce company can track orders and revenue. A B2B company can measure how many qualified leads turn into sales.
Website traffic and search rankings can provide useful information, but they should not be the only metrics you track.
If one page attracts 1,000 visitors but produces no enquiries, while another attracts 100 visitors and generates ten leads, the second page may be far more valuable to the business.
The most important numbers are enquiries, leads, sales, and revenue.
Focus on the Places Customers Search
Getting more customers online does not require a business to be on every website or social platform.
A small business can improve its online visibility by focusing on areas that help customers find the business and decide whether to use its products or services.
The website should explain the business and its services clearly. Search visibility helps them find the right pages. An accurate Google Business Profile helps local customers find the company. Genuine reviews show what previous customers experienced. Content can answer questions customers have before buying. Clear calls to action make it easier to become a customer.
A local service business will use its website, Google Business Profile, and reviews differently from an ecommerce or B2B company.
Businesses should choose the platforms their customers use.