How to Audit Your SMB Website and Online Presence (Realistically)

Many business owners see the internet as a separate entity, a potential avenue for growth. They see their business on one side and this vast “internet thing” on the other, wondering how to connect the two. But the reality is, the internet isn’t primarily about your business; it’s about your customers. It’s a bridge connecting people with problems, wants, and needs to the solutions, ideas, and things that businesses like yours provide. Search engines and social media act as our guides across this bridge. So, as a business owner, your online presence isn’t just a marketing tool; it’s how you make your business understandable and discoverable to the people actively seeking what you offer. This guide offers a simple, jargon-free approach to auditing your online presence, focusing on how well you’re serving those potential customers.

1. The “Referral Search” Test: Your First Impression

Even when someone is referred to your business, they often do their own research online. This is your first impression.

• Search: Go to Google or Bing and search for your business name. Try variations with your location too (e.g., “[Your Business Name] [Your City]”).
• Results: What comes up? Ideally, you should dominate the first page. Look for:
  • Your website
  • Google Maps/Bing Places listing
  • Online directories (Yelp, etc.)
  • Online reviews
• Consistency: Is the information (name, address, phone number) accurate and consistent across all listings? Inconsistencies confuse potential customers. Pay close attention to the listings in online directories like Yelp, Google My Business, and Bing Places. These are crucial for visibility and often show up high in search results. Ensure the information on these listings is consistent with your website and other online platforms.
• Mobile Test: Repeat the search on your phone. Many people search on mobile, so this is crucial.

2. Website Walkthrough: The Customer Experience

Now, click through to your website. Put yourself in your customer’s shoes.

• First Impressions: Is your website clean, professional, and easy on the eyes? Does it reflect your brand?
• Speed: Does it load quickly? Slow websites frustrate visitors.
• Navigation: Is it easy to find what you’re looking for? Can a potential customer quickly find your services, contact information, or pricing?
• Mobile-Friendly: Does the website look good and function well on mobile devices?
• Content: Does your website answer common customer questions and solve their problems? Does it provide valuable information? Is the text easy to read and understand?
• Call to Action: Is it easy for customers to contact you (phone number, email, contact form)?
• Reviews and Social Proof: While on your website, think about how customers might find you outside of a direct search. Are there prominent links to your profiles on review sites? Are you actively encouraging customers to leave reviews? Positive reviews build trust. If you use social media, check that your profiles are up-to-date and consistent with your brand.

3. The “Why” Behind It All

Why is all this important? Because people use the Internet to find solutions to their problems. They’re looking for value. A strong online presence builds trust, makes it easy for customers to find you, and ultimately drives business.

4. Simple Steps to Improve

• Accurate Listings: Ensure your business information is accurate and consistent across all online directories and platforms.
• Gather Reviews: Ask your customers for reviews.
• Website Basics: Create a simple, fast, and mobile-friendly website with essential information (contact details, services, FAQs). Many easy-to-use website builders are available.
• Customer Focus: Put yourself in your customer’s shoes. What information do they need? What questions do they have? Provide those answers online.

Your online presence doesn’t have to be fancy or expensive. It just needs to exist, be easy to navigate, and provide value to potential customers. Focus on the fundamentals, and you’ll be well on your way.

For further reading on this topic, check out my Digital Marketing 101 post for Local Business Owners here.

Ready to get your online presence working for you, not against you? I can help! For a reasonable investment (around $1500 for most small and local businesses), I’ll handle everything – from ensuring accurate listings to building a user-friendly website and setting up systems to gather reviews. Contact me today for a free consultation to discuss your needs.

Call/Text: (720) 840-7819
Email: gary@garyjohnson.blog

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