8 Ways to Build a Professional Online Presence - Essential Steps for New Businesses

In today’s digital age, over 97% of consumers use the internet to find a business and over 87% of consumers research products and services online before making a purchase decision. Simply put – if your business doesn’t have an online presence – it needs to ASAP!

Your online presence is your business card, storefront, and sales pitch all rolled into one, and if you don’t have one – you’re missing out on significant opportunity. Establishing a professional online presence is crucial for entrepreneurs, small business owners, and startups looking to build their brand and attract and retain customers.

But it’s not easy! Many small businesses and startups don’t know where or how to start. What social media platforms do I use? Should I hire a professional? How do I create a website?

Don’t worry – Integrity Marketing is a local digital marketing agency with experience helping new businesses create a professional online presence from the ground up. In this guide, we’ll walk you through ten essential steps for getting started. Keep reading!

The Importance of a Professional Online Presence

As stated earlier – A strong online presence is no longer optional; it’s a necessity. For new businesses, the internet is often the first point of contact with potential customers. A well-crafted online image can set you apart from the competition and lay the foundation for long-term success. Let’s dive a little deeper into the importance of of having a professional online presence:

It’s Your Customer’s First Impression

First impressions are often made online. When someone searches for your business, they should find a professional, truthful and engaging representation of who you are and what you offer. This can build trust and encourage potential customers to choose your products or services over those of your competitors .

A poor first impression online can lead to a number of negative consequences, including lack of trust and credibility among potential customers, a poor user experience, high bounce rates, and loss to competitors.

It Builds Credibility and Trust

A professional online presence reassures customers that your business is legitimate and trustworthy. With so many scams and fly-by-night operations out there, showing that you are a credible business with real people behind the scenes can significantly influence buying decisions.

You Can Stand Out & Be Competitive

In today’s competitive market, potential customers have numerous options. A negative first impression or poor online presence can drive them straight into the arms of competitors who have a more appealing or professional online presence.

It Helps Drive Business Growth

An effective online presence drives traffic, generates leads, and ultimately converts visitors into customers. By leveraging the right tools and strategies, you can create a digital presence that supports your business growth and objectives – instead of driving people away.

Step 1: Define Your Brand Identity

Your brand identity is the foundation of your online presence. It includes your logo, color scheme, typography, and overall style. A consistent and recognizable brand identity helps customers remember you and builds loyalty. Many startups and new businesses don’t quite have these design elements together yet, but start by following these steps:

Understanding Your Brand

Start by defining what your brand stands for. What are your core values? What message do you want to convey? Who is your target audience? Understanding these elements will help you create a cohesive and compelling brand identity.

Creating a Visual Identity

Your logo, color palette, and typography should reflect your brand’s personality and speak to your target audience. You will use elements consistently across all your online platforms to create a unified look and feel, so you want to get them right from the start. You can either take a DIY approach using Canva or another graphic design platform or hire a freelancer or digital agency to help with your branding.

Crafting Your Brand Voice

Your brand voice is how you communicate with your audience. Whether it’s formal, casual, or somewhere in between, your tone should be consistent and resonate with your target market. This is going to be important when it comes to the content on your website and your captions on social media.

Step 2: Build a Professional Website

Your website is your digital business card. It’s where potential customers will go to learn more about your business, browse your products or services, make purchase decisions, book a service, and contact you with inquiries. There is no other marketing tool that works harder than a website – 24/7 brand promotion, and you don’t have to lift a finger.

For small businesses or startups there are two different routes you can take when it comes to building one. You can opt for a DIY build, using platforms like Wix and Square space that are extremely user friendly and can help you create a professional-looking site without needing to code. It can be as simple as finding a template you like and inputting your own photos, content and contact information.

If you’re not quite the DIY type of business owner or want something more custom and professional, you can always hire a web agency or freelance web designer. Their expertise will ensure that your website not only looks professional and matches your branding & design preferences but ensures that your website will be optimized for both user experience and search engines. This can help save you time and money in the long run because you won’t have to figure out coding or SEO by yourself. Wondering how to choose the best web agency for your needs? Check out some tips here.

Step 3: Optimize for Search Engines (SEO)

Unfortunately having a beautiful, professional website is just part of the equation. You must optimize it for search engines in order to gain visibility and drive organic traffic to your site. Otherwise – it’s shouting into a void or planting a seed that never harvests.

Keyword Research

The number one thing you want to do when it comes to SEO is keyword research – I.E Identify the keywords and phrases your target audience is searching for. Tools like Google Keyword Planner and SEMrush can help you find relevant keywords to incorporate into your content.

For example – Imagine a potential customer named Alex is looking to remodel their kitchen and searches “home remodeling contractor near me” on Google. You want to effectively address the specific search intent of users like Alex, and use headings on your website that make it clear to both search engines and users that the company is local to that city and specializes in remodeling.

On-Page SEO

In addition to using keywords, you will also want to optimize other aspects of on-page SEO, such as page titles, meta descriptions, and interlinking. You’ll also want to ensure your content is high-quality, informative, and engaging to keep visitors coming back.

Technical SEO

Improve your site’s performance by addressing technical aspects like site speed, mobile-friendliness, and secure connections (HTTPS). These factors can influence your search engine rankings and overall user experience.

To learn more about the history of SEO, visit one of our more in-depth blogs here. 

Step 4: Leverage Social Media

Social media platforms are powerful tools for connecting with your audience, promoting your brand, and driving traffic to your website. These platforms allow you to connect with your target audience almost instantly and really bring out the personality of your brand and employees.

Choosing the Right Platforms

Not all social media platforms are created equal. Identify where your target audience spends their time and focus your efforts on those channels. Popular options include Facebook, Instagram, LinkedIn, and Twitter. You can also highlight your social media platforms on your website by linking or embedding them.

Creating Engaging Content

Share a mix of content that informs, entertains, and inspires your audience. You can post everything from high-quality photos or videos of your new products and behind the scenes videos of your workshop to educational tips and interactive polls and Q&As.

Building a Community

Engage with your followers by responding to comments, messages, and reviews. Building a sense of community can foster loyalty and turn customers into brand advocates.

Step 5: Start a Blog & Promote Value Driven Content

Blogging is an excellent way to bolster your online presence and drive long-term success. The reason being is that Google values E-E-A-T – Experience, Expertise, Authoritativeness, and Trustworthiness to assess the quality of content and the credibility of websites.

Consistent delivery of high-quality, relevant content helps establish that you the author is an authority in their field. Plus, high-quality, valuable content captures and holds the attention of your audience. When users find content that is relevant and useful, they are more likely to engage with it and stay on your site longer.

Choosing Topics

Write about topics that interest your audience and align with your business. Answer common questions, provide how-to guides, and share industry insights to establish yourself as an authority in your field.

Consistent Posting Schedule

Maintain a regular posting schedule to keep your audience engaged and coming back for more. Consistency also signals to search engines that your site is active and worth ranking.

Promoting Your Blog

Share your blog posts on social media, in email newsletters, and through other marketing channels. The more exposure your content gets, the more traffic you’ll drive to your site.

Step 6: Implement Email Marketing

Email marketing is a powerful way to nurture relationships with your audience and keep them informed about your business.

Building an Email List

Collect email addresses through sign-up forms on your website, social media, and in-person events. Offer incentives like discounts, free resources, or exclusive content to encourage sign-ups.

Crafting Compelling Emails

Write engaging and personalized emails that provide value to your subscribers. Use attention-grabbing subject lines, clear calls to action, and visually appealing designs.

Analyzing Performance

Track metrics like open rates, click-through rates, and conversions to measure the effectiveness of your email campaigns. Use this data to refine your strategy and improve results over time.

Step 7: Utilize Google My Business

Lastly but not least, you’ll want to claim and optimize your Google My Business. Google My Business is a free online tool that lets businesses manage and update their listings on Google, including key details like photos, business hours, address, and customer reviews. It also displays your business’s exact location and a local map in search results.Think of it as an extension of your website slash another social media platform to utilize.

Setting Up Your Profile

Create a Google My Business account and complete your profile with accurate information, including your business name, address, phone number, and hours of operation.

Adding Photos and Updates

Upload high-quality photos of your business, products, and services. Regularly post updates to keep your profile fresh and engaging.

Collecting Reviews

Encourage satisfied customers to leave positive reviews on your Google My Business profile. Respond to reviews to show you value customer feedback and are committed to providing excellent service.

Step 8: Monitor and Improve

Creating a professional online presence is an ongoing process. Regularly review your efforts and make adjustments to stay ahead of the competition.

Analyzing Website Performance

Use tools like Google Analytics to track key metrics like traffic, bounce rate, and conversion rate. Identify areas for improvement and implement changes to optimize your site.

Gathering Feedback

Solicit feedback from customers, employees, and industry peers to gain insights into how you can enhance your online presence. Use this feedback to inform your strategy and make data-driven decisions.

Staying Current

Stay informed about the latest digital marketing trends and best practices. Continuously educate yourself and your team to ensure your online presence remains competitive and effective.

Build Your Small Business’s Success Online—Connect with Integrity Marketing for Expert Support

Establishing a professional online presence is crucial for new businesses looking to succeed in today’s digital landscape. It is no longer enough to rely on word of mouth, print materials, or referrals.

By following these eight essential steps, you can create a strong, cohesive, and engaging online image that attracts and retains customers.

And remember, your online presence is a reflection of your brand. Invest the time and effort needed to make it shine, and don’t hesitate to seek professional help if needed. At Integrity Marketing, we’re here to support you every step of the way. We work with small businesses and startups in the local Seattle area, helping them with everything from logos and branding to building and optimizing their websites and creating new email accounts.

If you’re ready to build your professional online presence, get in touch with us today.