A small business, especially one with a physical location serving a local community, may underestimate the importance of a positive online reputation.  You are not looking for nationwide or worldwide customers, so what’s the big deal?

Considering 82% of online searchers follow up via an in-store visit it is clear that local customers are using the internet to find information about local businesses.  Any business lacking an enticing web presence is at risk of losing business to well positioned competitors who manage their online reputations.

82 percent online searchers visit store

The Importance of Creating a Positive Web Presence

Internet searches, social media, review websites, and complaint forums are top of mind activities and destinations as consumers search for the best service at the best price.  Your company can provide a great product, with exceptional customer service, and at unbeatable prices but if it is not perceived as such online, and social signals show any negativity, new customers will hesitate to give their trust or money.

Most consumers are using social word-of-mouth, search results and online content like review and comparison sites to make informed spending decisions.  When Customer Joe searches for the type of service or product you provide, in your city, does your company show up in search results?  Does he see a professional provider with great reviews?  If the answer is no to either of these questions, chances are high you just lost a customer.

85 percent use internet to find local

The Benefits of Online Reputation Management

Ensuring a positive web presence has many benefits for small businesses starting with establishing your credibility as a reliable business and giving your company a competitive edge over others in your industry.  You need to position yourself as the first and best choice when customers are researching online before making a decision where to spend their money.

Your online reputation also serves as 24/7 advertising, getting the word out about your company to customers searching on the internet, specifically consumers in your community searching for your specific service.  Additionally, online reviews, business social media profiles and company websites rank higher in searches when good reputation management techniques and tools are used, providing exposure to a wider pool of prospective customers.

What a Small Business Can Do to Build a Positive Online Reputation

Don’t assume that your online reputation is being managed by your marketing efforts.  Your website and the advertisements you send out locally or online do not encompass your web presence.  Your online reputation is made up of everything online, including things like unsolicited reviews, website comments, complaint forum entries, “best of” and “worst of” lists, blog post mentioning your business, social media comments, and photos tagged with your company name.

Lower sales with incomplete search presence

Building a positive online reputation for your small business is vital to your local success and future revenue.  While this may sound like a lot of work, a business should look at concentrating on just a few impactful activities to start.

Monitor Your Online Reputation

Monitoring your online reputation in 2015 is not an option.  It is a necessity.  Hire an online reputation monitoring service or do it yourself, but you need to know what Customer Joe sees online and go to work fast on handling any negative information.  With so many choices for any service, there is just no reason for a customer to trust you or chose you if there is negative information showing up online about your business.

Get More and Manage All Online Reviews

Online reviews are huge as they not only show up in many places online and rank high in internet search results, but more importantly consumers trust these more than any web content or advertisement you could create and disseminate.  Think of how many times you have seen a one star review and decided to purchase from that company.  I would guess close to never.  You must incorporate a system for soliciting, monitoring and responding to online reviews.

Importance of easy to consume reviews

Build a Search Engine Optimized Website

Today it is easier than ever to create a website, and it is a business must have.  There are free and low-cost options that will serve their purpose and there are paid services that do more.  The important thing here to start is that when someone searches for either your name or your specialty, your website shows up in search results to even be a consideration for local search new business.  At the very least have a landing page showing your locations, services, hours and contact information.  It’s hard to trust a business that has not taken this basic step.

Get Established on Social Media

Keep it simple, and select just two or three social networks to avoid being overwhelmed in the beginning. The key is to find which platforms your prospective customers and audience prefer and establish profiles on those sites (Twitter and Facebook are general front runners).  Claim your company name, completely fill in your profile, and get a great photo to start to establish yourself.

Social media marketing is an activity that can greatly enhance your online reputation, but it can become time consuming.  First things first, establish your company’s presence and as you learn the ins and outs of your preferred networks look at starting a manageable social media marketing campaign for each.


As part of your website, maintaining a blog does two amazing things: shows you know your stuff and gives the internet great information (links) to include in internet search results about your company or services in your area.  Establishing your authority in your industry helps consumers trust you with their business.  It also helps when you show up multiple times in search results. Regular blogging – added to your social media profiles, reviews, and search engine optimized website – gives you some control over what is showing up at the top of search results.

Learn more about online reputation management and steps you can take to better position your business by subscribing to the ReputationLoop.com blog.


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Zach_Color_Trans_small_CroppedAbout The Author

Zach Anderson is the co-founder of Reputation Loop (helping small businesses grow by generating customer feedback and online reviews) who loves online marketing and golf.