The Hidden Cost of Being Difficult to Find Online
When did you last do a general internet search to see how your business appears to customers?
Not a search where you enter your business name, but a search where you enter what potential customers would to find your services. If your business didn’t show up where you thought it should, or if a competitor showed up before you, have you considered what this means for your business?
Poor online visibility means missing out on potential customers, new enquiries and valuable business opportunities.
Every Search Is a Potential Opportunity
Consider how individuals tend to search. More often than not they conduct searches to look for a service or a product to solve the particular need they have. When enquiries are made, it is because an individual needs a solution.
When a search is conducted and your business is not evident, your business will probably not even be thought of. Offering a great product or service is only part of the equation. It is equally important to be easy to find.
If someone searched for your services, would they find you, or a competitor?
Take a look at your website.
– Does it articulate what your business does?
– Do visitors know if your services are for them?
– Are the most pressing questions of your customers answered?
– Do you provide propositions to help develop confidence in your business?
– Is it easy to get in touch with you?
If you answered “no” or “I don’t know” to any of the above, you are likely missing sales as a result of an under-performing website. Your website should generate business by helping visitors understand your business and providing them the confidence they need to move on to the next step.
Visibility Is About More Than Google Rankings
When people start thinking about how to develop an online presence, their first thoughts are usually about rankings.
While rankings are a key consideration, visibility extends beyond that.
Your prospective new customers discover businesses using a combination of Google Search, Google Maps, reviews, social media, and a growing number of AI recommendation services that do so before sending customers to your website.
Being visible means that you have made your business offerings, your unique value proposition, and your competitive advantage all clear and understandable to your audience.
The online competition isn’t always won by the biggest business. The businesses that are providing the best customer experience and the most helpful information win the most business.
How does your online presence represent your business?
Think about the experience of entering two businesses that provide the same services.
One is a website that is modern, professional, and user-friendly. It leaves no room for confusion.
The second website described is the opposite. It looks old, and is frustrating to use. Which would you trust more?
Potential clients establish an opinion of you long before they even think to call, all thanks to your online presence. This is why it is important to be clear, as well as creative.
The Benefit of a Minor Update
One of the most common false beliefs is that a redesign is a requirement for an improved online presence. In fact, the opposite is often the reality. There are many things that can positively improve an online presence
And one of the first tasks should be taking the time to evaluate your website’s SEO performance which can help you understand why competitors may be appearing ahead of you and what steps you can take to improve.
Search Is Evolving – Are You Ready?
The most dramatic shift in the way that people search the internet is the shift towards using more advanced technology to search.
While most searches still start with Google, more and more people are using AI to search for businesses, evaluate the services offered, and to ask what used to be considered too many questions before they make a decision. This does not alleviate the importance of SEO.
In fact, the value of SEO is only going to increase from here. Building content around your business to show your expertise is what modern SEO is all about. To an extent, having content that is easily understandable to both search engines and AI is also important. Spending time and resources on creating valuable content will pay off in the long run.
What Should You Do Next?
Assess your website with an understanding of your customers.Instead of searching for your companyname, look up the services you offer.Make sure your website is mobile friendly. View your website and the websites of three competitors.
Ask yourself:
– Would this company be easy to describe?
– Would this website help me, the customer?
– Would I feel this website is legitimate?
– Is it intuitive what I should do next?
Have a person who has never been to your website, ask them to spend 5 to 10 minutes on your website and tell you their thoughts. This will help you identify things that you might have overlooked.
Getting found is just the first step. From that point, your website needs to answer customers questions, reassure them, and get them to make contact.
How Freetimers Digital Can Help
Since 1997, we have been helping companies enhance their presence on the internet. We customise all our solutions to the needs of the business to ensure an increase in valuable visitors, improved exposure in Google and AI related searches, and converted website visitors to potential business customers.
We’ve got your back if you need a detailed evaluation of your existing website, insights into why your competitors rank better, or an enduring SEO plan aimed at long-term growth. When offering advice, we are honest and direct and feel free to adjust according to the overall objective of the business.
If you’re interested in learning how your website can be more than just a digital business card, contact our team for a no-cost SEO assessment. We will highlight potential areas for improvement, demystify the technical jargon, and guide you on the first steps to enhancing your site’s traffic.