The key to making the most of the web is making your business as accessible as possible, letting people interact with you in a way that suits them, whenever they want to. Your customers are online 24/7, and as such they expect to be able to interact with businesses and organisations whenever and wherever they are online. Of course, that doesn’t mean having to have a presence on every single online channel; it means being clever about selecting the ones that are most important to your audience.
At the most fundamental level, this means a basic, professional looking website with easy to find, relevant information about your business. At a more advanced level, that could be a fully-blown booking tool that lets customers schedule their own appointment or booking with you, essentially giving your businesses a 24/7 receptionist.
-Think multi-channel – but focus on the ones that really matter
One of the first things to consider is through which online channels to make your business visible. Yes, your website is your flagship, but you need to get your brand to where your potential customers are. As a small business, you likely don’t have either the time or resources to do everything, and investing in a fruitless channel can end up being a costly mistake. Think hard about where your customers are spending their time online, and focus your efforts accordingly.