Key takeaways
Make it easy for potential customers to see where your business is based and where you operate.
Make sure your contact details are easy to find, particularly if social media is your main online presence.
Keep your Google Business Profile and website, if you have one, up to date with clear information about your business, services and location.
We spend a fair bit of time researching builders, tradies and other businesses in the construction industry, and there's something we come across surprisingly often. We find a business on Instagram, have a look through their work and then realise we have absolutely no idea where they're based.
Not just which suburbs they service. Sometimes we can't even work out which city they're in.
When there's no website, no Google Business Profile and no location mentioned on their social media, there's nowhere else to look.
It's an easy detail to overlook, particularly if you've built your business through word of mouth and referrals. But if you're looking to reach new customers, making it easy for them to find out where you operate and how to contact you is a pretty good place to start.
Your customers don't know what you know
You know your business inside out, but someone discovering it for the first time doesn't.
They might have come across a project on Instagram, seen your business mentioned in a Facebook group or heard about you through a recommendation. They're interested enough to look you up, but if they can't establish whether you're local or find a way to get in touch, they may simply move on.
The good news is that making this information easier to find doesn't require a complete overhaul of your online presence.
Start with your social media profiles
Check that your Instagram bio, Facebook page and LinkedIn profile clearly communicate where you're based and what you do.
Make sure your contact buttons are activated and your details are up to date. If you don't have a website, a simple link in bio tool like Linktree can bring your contact information and other useful links together.
Check your Google Business Profile
If you don't have one, set one up. It's a free way to help people discover your business through Google Search and Maps, and find important information about your business.
If you already have one, make sure your details are accurate and up to date.
And if you have a website, check the basics
Your services, general location and contact information should be easy to find. You don't need to list every suburb you service or publish your home address, but visitors should be able to quickly understand whether your business is relevant to them.
Don't make potential customers work harder than they need to
You might be doing fantastic work, have a great reputation and get plenty of business through word of mouth. But when someone discovers you for the first time, they don't necessarily have that context.
A few small changes to how you present your business online can make it easier for new customers to find you, learn more about what you do and take that next step towards getting in touch.
