Having a solid online presence is crucial for businesses nowadays, as it is the key to visibility. In the past, this would involve investing in physical advertisements such as billboards and flashing signs, but now it primarily entails establishing a strong online presence. Google states that 97% of customers use the internet to research local businesses, making it even more essential for solo entrepreneurs or freelancers to differentiate themselves from their competitors by establishing a strong online presence.
Online presence
Imagine yourself as a client seeking someone for web design work on a contract basis. Upon conducting a Google search, numerous companies and freelancers offering their services will be found.
Ways to improve your online presence
1. Have a website
If you inquire about improving your online presence, the majority of responses will suggest having a website. This is because your website serves as the virtual equivalent of your physical store, acting as your online location. It allows people to locate your business on the internet, regardless of whether you operate offline or online.
Your site will be used by shoppers and business buyers to obtain vital information, such as:
- Location
- Hours
- Prices
- Products or services
- History
- Advantages
- And more
If your company does not have a website, it becomes very challenging for individuals to engage in business with you. Given that a majority of over 70% of people examine companies on the internet prior to physically visiting or making purchases, it is crucial to ensure that locating your business online is a straightforward process.
When you want to enhance your online presence, you have a couple of options for having a website.
- Use a website builder, like Shopify or Wix
- Hire a web design agency to create your site
- Ask an in-house designer and developer to build your website
When deciding between these three options, there will be numerous factors that you must take into account.
- Price
- Time
- Advantages
- Disadvantages
It is generally recommended to have a professional web designer and web developer to create your website.
2. Optimize your website for SEO
Another highly effective method to enhance your online presence is through SEO.
The aim of this digital marketing strategy is to enhance your visibility in search results, such as on Google or Bing. For instance, if your company specializes in selling noise-canceling headsets like Bose, you desire your website to be displayed when individuals search for “noise-canceling headphones” on search engines like Google.
By implementing SEO, you enhance your website’s visibility on search engine result pages, ensuring it appears prominently in the top rankings.
It is highly important to secure a top position in search results because the majority of individuals (approximately 75%) tend to remain on the first page of search results, with the initial three results acquiring 75% of the total traffic. If your company does not rank within the top three, you will experience a significant decrease in website traffic, leads, and sales.
If you want to achieve a top position and enhance your online presence, what steps should you take to optimize your website? Prioritize allocating your time to three essential aspects of SEO.
- Off-page SEO: Focuses on your website’s presence across the web, like via its backlink profile.
- On-page SEO: Focuses on your website itself, like your product page content.
- Technical SEO: Focuses on your website’s backend, like its page speed and architecture.
You will optimize your site for these three areas by doing a few examples such as:
- Auditing your website to determine the current status of your SEO
- Researching keywords (or search terms) related to your business, products, or services
- Incorporating keywords into your website and its pages
- Building relationships with industry bloggers, journalists, and publishers
- Producing new content regularly, like blog posts, and optimizing them for SEO
- Improving website usability, like by streamlining your site’s navigation and speed
You may choose to concentrate on certain SEO areas depending on your business, such as local SEO or ecommerce SEO.
To succeed in SEO, you must invest time and effort into mastering on-page and off-page SEO as well as technical SEO. Additionally, you should allocate time to optimize your website, including collaborating with your development team on web design and page speed projects.
In addition, it is unlikely that you will observe the outcomes of your efforts until a period of three to six months has passed.
3. Build an online experience that’s accessible to everyone
It is likely that you have utilized the zoom function on your browser, enabling you to easily read an article or browse a website. By enlarging the text, you were able to avoid the need for reading glasses or leaning in closer to your computer screen.
One example of an accessibility feature that your website should provide is demonstrated above.
By making your site accessible, such as enabling users to adjust font size and contrast colors, you enhance the ease of conducting business with your company. In addition, you demonstrate the core values of your business, which likely do not involve excluding individuals.
Naturally, there is a cost associated with constructing a website (and online experience) that is accessible.
On a positive note, it is now simpler than ever for companies to incorporate online accessibility. For example, WordPress websites can effortlessly install plugins that enable users to adjust your website to suit their specific requirements.
If the cost is preventing your business from implementing accessibility initiatives, your team should consider looking into ADA compliance. Violations of ADA can result in fines ranging from $55,000 to $75,000 for the first offense. Repeat offenses can lead to a fine of $150,000.
Considering the sequential thought process, it is essential to emphasize the importance of prioritizing accessibility, particularly when aiming to enhance your online visibility. Even if you employ alternative strategies to boost your online prominence, violating the Americans With Disabilities Act and incurring fines can adversely impact your brand and hinder your endeavors.
4. Schedule time for managing your online presence
Increasing your online presence is not something that happens suddenly; it is a gradual process that requires time. For example, strategies such as SEO typically necessitate a few months before producing noticeable outcomes. Additionally, SEO is a continuous strategy as you will constantly be vying with competitors in search results as well as other platforms like social media.
It is crucial to allocate time for managing your online presence because of this fact. This allocated time can vary and include tasks such as creating new content for your website, addressing reviews on Facebook, or planning and executing advertising campaigns on Google.
For optimal results, anticipate dedicating time every week to effectively manage and enhance your online presence.
If your job doesn’t involve boosting your company’s online presence, then it can be overwhelming to think about the amount of work that goes into it. This is why many businesses choose to either hire an in-house specialist or collaborate with a digital marketing agency that focuses on enhancing online presence.
5. Create relevant content
By creating interesting content, you can improve your social media presence, effectively showcasing your brand and establishing yourself as an authority in your preferred industry or sector.
Common forms of web content include:
- Starting a blog
- Video blogs (“vlogs”)
- Podcasts
- Online brochures and e-books
When creating content, it is important to incorporate a call-to-action (CTA), which prompts your audience to subscribe, get in touch, or enlist your services.
6. Get noticed by major search engines
Improve your online visibility by making it simpler for your clients to locate your business when conducting searches. Search engine optimization (SEO) involves strategically incorporating keywords into your website content in order to rank higher on search engine results pages.
If you are working in a popular industry, you should think about using long-tail keywords to attract customers. For instance, imagine you are a freelancer specialized in web design. The keyword “web design” alone cannot make search engines identify your distinct business amidst the multitude of other web developers in the field.
By creating blog posts titled “current trends in web design,” you increase the likelihood of attracting clients who are searching for such topics, thus generating more clicks.
If your business operates in a specific geographic area, local SEO can be beneficial. After the COVID pandemic, there is a growing interest among consumers and companies to support local businesses. To enhance your visibility in local searches, it is helpful to include geographic terms in your keyword phrases, such as “graphic designers in San Francisco.”
7. Build a subscriber list
Keeping an email list ensures continued engagement with your current customers, as it allows you to share email updates containing blog posts, industry news, and details regarding upcoming promotions.
To capture customer data, utilize your most valuable content. For instance, provide an online guide or eBook titled “Top Tips for Enhancing Your Home’s Curb Appeal.” To access the guide, visitors must input their names and emails. Utilize this data to expand your subscriber list and enhance your outreach.
This method is a fundamental way to manage online presence, and the great thing is that content accessed through a subscription is not reliant on catching the attention of current search engines. Although there are paid email platforms like MailChimp and Constant Contact available, their free resources can be utilized to send a restricted amount of emails to a small set of followers.
8. Invest in online advertising
In the beginning stages of your small business, it is improbable to expect customers to discover your website solely by relying on a search engine. It may also take several months for search engine optimization (SEO) strategies to yield significant results.
Many online business owners are utilizing pay-per-click advertising to reach potential customers, considering this approach. For instance, if your business specializes in athletic wear, when a customer conducts a search for “athletic wear” on a search engine, a small banner ad will be presented on the search results page by the search provider.
Digital marketing is beneficial because it allows your advertisements to target a precise audience using the same keywords as your search engine optimization strategy. Furthermore, it is considered an investment.
These types of digital ads have the capability to enhance your online visibility by directing visitors to your website. This is where potential customers and clients can opt for your newsletter, seek additional information, or even make purchases of your products or services.
9. Make it personal
While it is important to prioritize conveying business information effectively, do not shy away from adding a personal touch. By sharing your story, both current and potential customers can gain a better understanding of who you are.
Creating videos is an effective method for potential customers to associate your brand with your persona. By establishing a YouTube channel, you have the opportunity to engage in personal and direct conversations regarding your enthusiasm for the industry. Subsequently, these videos can be shared across your various online platforms, expanding your reach and visibility.
For freelancers who run a consulting business, it is crucial to be exposed in this way. Sharing your story is beneficial as it allows clients to gain a better understanding of your character and expertise. This, in turn, increases their confidence in your capability to meet their specific requirements.
10. Network with other businesses
Increase your visibility by connecting and sharing content with other local businesses.
It can be challenging to follow this approach because you want to steer clear of local businesses that compete with you. Ensure that you and the fellow small business owner have a shared understanding of your target market and communicate in a similar manner to your customers and readers, which is referred to as “brand voice.”
11. Get listed on other sites
When developing your on-site SEO strategy, it is essential to focus on utilizing appropriate keywords and search terms that will capture the attention of present-day search engines. However, it is equally important to acknowledge the potential of off-site SEO in facilitating connections with the desired target audience.
Off-site SEO entails the process of securing backlinks from external websites to drive increased traffic, resulting in a higher likelihood of potential consumers discovering your brand.
Networking with other businesses is an excellent method to accomplish this goal. In addition, you can locate online directories where you can register your small business. These directories often focus on specific industries, which can enhance your ability to engage with your desired audience effectively.
