Momma always said actions speak louder than words, but when it comes to owning a business, that old adage needs a slight edit. Your actions and your online presence speak louder than words. While word of mouth is still valuable in today’s technology-focused age, it pales in comparison to what is displayed through your various digital channels. 

Website

Having an online presence in the form of a website is essential to a business’s legitimacy in 2024, and according to Forbes, it better be a good one. The outlet reports it takes users just 0.05 seconds to form an opinion about your website! With this in mind, creating one that clearly provides users key information andis easy to navigate is crucial. Furthermore, a study conducted by Visual Objects cites more than 75% of consumers visit a business’s website before an in-person visit, making it even more important to have a stellar digital front door. From there, you can lead users to your other digital channels, like review sites and social media pages. 

Review sites

Google is the most popular search engine in the world, seeing 85.1 billion users in 2023, according to Forbes. Clearly, creating a Google Business profile should be a priority before setting up shop. Establishing your presence on the platform takes some time, as authentication is required. If you’re a new business, keep this in mind as your grand opening draws near.

Once created, customers can rate their experience on your page. Depending on the type of business you own, review sites Tripadvisor and Yelp may also be good spots to have a presence. The feedback left on these pages is important to consumers, as Global Newswire reports 95% of people browse online reviews before opening up their wallet.

Simply having a presence on these platforms isn’t enough, though. You must keep them up to date. If your hours change, make note of that. If you relocate your office, update the address. Having cohesive information across the board is non-negotiable. Moreover, you should respond to negative comments in a timely manner. Doing so shows previous and future customers that you care about their experience, value their feedback and are dedicated to continuous improvement.

Social media

A robust social media presence may not be right for every business, especially those in the B2B sector. However, I recommend all, no matter the industry, have at least a Facebook page and LinkedIn profile. Instagram, X, TikTok – they are not for everyone. Evaluate the nature of your business, as well as your audience and goals when making social media platform decisions. 

Social media usage is on the rise, with no signs of slowing down anytime soon. In fact, younger generations are treating it like a search engine. While 24% say they use social media to gather information, the percentage almost doubles for Generation Z (46%), according to Forbes. These queries most often relate to restaurants, fashion and sports, so if you fall into one of those categories, your social media presence needs to be in tip-top shape.

With the year coming to a close, spend time evaluating your website, review profiles and social media pages to position yourself for a successful 2025. And, if thinking about your online presence or lack thereof has you feeling a little overwhelmed, the PR pros at Obsidian are here to assist!