According to figures released by StatisticBrain, 57 per cent of all travel reservations are made over the Internet. If your business isn’t online yet, that’s 57 per cent of potential customers  you’re missing out on. The world is going digital, and your business should be no different. But the Internet is a vast, mysterious place, and if you have no online presence yet, the prospect of building one can be incredibly daunting. So, how do you go about it?

Joining the realms of the Internet is similar to going swimming in a freezing cold pool. The faster you get in, the quicker you’ll get used to it. To get your business online, it’s best to dive right in by making a website. This instantly makes your business visible and can dramatically increase exposure and traffic. No matter what you’re selling, you will always benefit by having a website. It doesn’t need to be anything extravagant or overly complicated, as long as you make sure it contains the information you want your potential clients to know, displayed in a clear, simple manner. Essentially, your site should act as a shining example of your business and why it’s better than your competitors.

So, now you have your website. Next, you need to become familiar with the basics of search engine optimisation (SEO). SEO sounds complicated, but it is simply the use of keywords and phrases that help search engines like Google find your site when those keywords are typed in. This is an important step, because 86 per cent of consumers will use a search engine to research products, services or local businesses to help make their decisions, and of that 86 per cent, 88 per cent will take direct action as a result. Google reviews are also a common factor in users’ decision-making processes, and 84 per cent of Internet users will trust online reviews as much as a personal recommendation. So, by putting your business on the web and encouraging your existing client base to leave a review of your services, potential future customers will be more inclined to consider using your services.

Now that you have a successful website, you need to engage with your audience. Knowing the demographics of your client base will help you engage more effectively because it will enable you to cater directly to them with things that you know will interest them. By updating your website and social media pages frequently with things like scenic photos, upcoming events and activities, information about location or history of the area, and anything that you think might be of interest to people, you can ensure you stay on the minds of your existing customers, while encouraging and enticing potential customers to notice you.

Cultivating a successful online presence might seem pointless, but on top of improving business, it can be an enjoyable, creative process. While it’s tempting to keep things simple by avoiding the Internet entirely, in the case of small business owners, it’s an effective platform that can boost revenue, customers and much more, and it’s a step you shouldn’t be willing to miss.