The Internet is a vast and valuable place, as long as you know how to find the information you’re looking for.
Search engines make this much easier, since they collect and index Web content so that it’s simple to track down what you want. But what about your own Web presence? How easy is it for people to find your small business online?
Constructing a strong Web identity is increasingly important for small businesses. According to Pew Internet research, nearly half of all Internet users use search engines on a typical day. If people can’t find you online, it raises the question of whether you really exist. Building a website is one thing, but creating an identity and a place where your customers can find you and the information they need is crucial.
However, not all small businesses have taken that advice. According to a study by Discover Financial Services, 62% of small businesses still don't have a Web site. As more consumers rely on search engines to direct them to the right products and services, small businesses need to take initiative to reach people online.Here are three questions you need to answer as you start to build your Web identity.
What should people know about my business?
No one knows your business better than you. What is the most important thing for people to understand about you?
Is it your products, your company’s history, a special service you provide? What sets your small business apart from others? It could be as simple as your great location. Identify what people should know about your business and feature it prominently on the site.
By focusing on the most important aspects of your company, you increase the chances of people investigating your offering further. It will also distinguish your business from your competitors.
What do I have to offer my customers online?
Based on the experiences and exchanges you’ve had with your customers, what kind of content would they be interested in? Let that information inform and shape the experience you create for visitors to your site.
Would a simple explanatory page be enough? Something that outlines what your business does, your location and your hours. Or do you think that your customers want something extra? Photo galleries of your more popular products, or short videos that explain your service succinctly?
Take a look at your competitors’ Web sites to determine their shortcomings and how you can improve upon their mistakes on your own site. Then listen to your customers and let their opinions and comments improve your site so that it aligns with their expectations.
What is the best way to describe my business?
As you are constructing your Web site, you may be tempted to use industry jargon to describe your products and services. This may result in lengthy, technical paragraphs that are daunting for site visitors to read. Instead, use simpler terminology that people are more likely to use on a search engine.
To further optimize your site content for the Web, it’s advised that you keep your content short and sweet – and relevant. Don't just copy and paste your marketing language - that doesn't work very well on the modern Web. Instead, identify some specific key phrases that you want people to use to find your site. For example, “downtown Denver coffee shop” or “Houston flower delivery.”
Once you’ve identified the key phrases that adequately describe your business, use those throughout your site so that search engines detect them and start to categorize your business in that way.
There is certainly more to building an online presence for your business than the questions listed above, but it’s a great start. People don't look for information the same way anymore. While we haven't abandoned phone books and newspapers completely, the immediacy of the Internet is irresistible to many people when they’re searching for something.
