One of the most annoying things is looking for a company online and finding nothing about them. I realized that when I am researching a business, if I can’t find them online, 9 out of 10 times I look for someone else.
What can you do to make sure you’re visible online, and convert consumers from searching online to coming into the store?
I’ve broken down the type of business into three separate groups (business to business, restaurants, retailers) because each group has different options for their online presence. I’ve further differentiated, basic, intermediate, and advanced strategies for businesses.
Business to Business:
B2B companies needs to be able to show potential clients that they are trustworthy. Because, for many, clients don’t actually see the ‘office’, it’s important that the trust be conveyed in other ways.
Letting clients know there is an office, a telephone line, and contact form is a bare minimum. A more advanced strategy is to make sure clients know why you are better than other companies.
Basic
- Office Location
- Directions To
- Phone Number
- Fax Number
- Contact Email
Intermediate
- Services Offered
- About the Company
- Awards and Press
Advanced
- Newsletter
- Social Media Presence
- Company Blog
Restaurant:
More and more often consumers are researching restaurants ahead of time before deciding on one. What before used to be a friend recommending a good place to eat, is now being replaced by the web. Customers are able to see reviews, recommendations, and even create reservations all online.
Making sure your restaurant is visible means giving consumers basic information and convincing them to come dine with you. Use your online presence as an extension of your dining room ambiance, conveying your culture. Consumers should at least be able to find you and call you to make a reservation.
Basic
- Restaurant Location
- Directions To
- Hours
- Phone Number
- Fax Number
- Contact Email
Intermediate
- Online Menu
- About the Restaurant
- Restaurant Reviews
- Awards and Press
Advanced
- Newsletter
- Social Media Presence
- Blog
- Online Reservations
Retailers:
The retail industry is becoming more competitive, with wholesalers cutting costs to make smaller stores less profitable. A good way to combat this is to enter a new space, specifically online. Being easy to find and get in contact with, helps you get a leg up on your competition.
One thing I suggest, if possible, is becoming eCommerce enabled. Selling online as well as in store, opens up a new entry point for consumers. Although it may seem expensive and labor intensive, it allows your local store to have a global reach.
Basic
- Store Location
- Directions To
- Store Hours
- Phone Number
- Fax Number
- Contact Email
Intermediate
- Product lines
- About the Store
- Sales and Coupons
Advanced
- Newsletter
- Social Media Presence
- Store Blog
- eCommerce
Conclusion
What used to be the bastion of sales, the mall, is now evolving to the Internet. The prime difference is that anyone is able to open a store online. The question left to ask is, why don’t you have an online presence? Why have an amazing store, that most consumers don’t know about?
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{ 7 comments read them below or add one }
Excellently written article! For any business that is serious about competing, an online presence isn’t even an option really, as Samir mentioned, if the customer can’t find a website for them, it’s a big turnoff. Even if they provide an excellent service, it is hard to see them as the best option because businesses that only have an offline presence seem almost primitive. I myself used Site build it, they’ve built a customized website for me, if anyone wants info on it take a look at http://tinyurl.com/ykbrzsb , I can only speak for myself and say that I am more than please. Many businesses are putting themselves at a major disadvantage in this technology age, I dont mean to be rude but it seems like the over 50 crowd refuses to change their way of thinking, I know my dad wouldn’t.
I think small business, whether a merchant or service, should be encouraged to think of their online presence, as an extension of the “handshake”. The website, as we know it, should be more of a “landing page” with easy access to and from social networks, like Twitter, and
Facebook. If small business owners, begin to think of themselves as publishers, and communicators, around what they do..then existing and new prospective customers will begin to connect. This will be especially valuable for the neighborhood business.
It is really a way of thinking. The problem is that so many developers and clients think about the site and content. Some developers are afraid to explain to the client that they need to invest in a good, long tem SEO strategy so that they get traffic and compete. So they just take the dev contract and and execute. Of course, they should be developing the site with good SEO practices, but that it not enough. So while content IS king, I would rather have less of a site initially (based on budget) and better SEO. Then the client can covert revenue and invest more into the site. If no one can find the most amazing site, then what is its purpose? Ii isn't one or the other. But is is a discipline.
I'd disagree with you. I'd always think content first and find a way to make it SEO friendly. I'd much rather my site be built for a person, than just to rank.
I like this very simple breakdown as a presentation to clients. It is organized well. I have written a blog post SEO is Never Done http://bit.ly/tQCfB which also digs into the question: Why Do You need a Website? Do you want new potential clients to find you? Then think SEO first, and content second. Then look at your B2B list and and the basics.
Vince that's an awesome question. I'd definitely recommend either using your home address or a P.O. Box. It's just comforting to know that I can send mail to company if I need to.
Great recommendations. What are your suggestions for online presence for a small service company? Often, we work out of our homes and don't have a traditional office or location.