1. Create a Google Business Profile

Creating a Google Business Profile is one of the simplest yet most impactful ways to increase your brand’s online visibility. 

This tool from Google enables businesses of all sizes (particularly those with a physical location or a designated service area) to showcase essential information, helping potential customers find you in local searches.

Your profile displays key information like your business hours, address, contact details, and service offerings, along with customer reviews and photos. This information shows up when people search for businesses like yours on Google, making it easy for customers to learn about your brand.

More than just displaying information, a Google Business Profile drives organic traffic and serves as a foundational element for your online presence. Here’s how:

Drive Local Traffic and Boost Visibility

Your Google Business Profile helps improve your visibility in local searches. If someone nearby searches for a product or service you offer, your business is more likely to appear in the search results, increasing the chances of attracting local customers.

According to Google, nearly half of all searches have local intent. Meaning people are actively looking for businesses in their area. By appearing in these searches, you’re positioning your brand as a relevant, convenient option right when customers are looking for it.

Increase Organic Search Traffic

Having a Google Business Profile can also impact your organic search traffic. When you regularly update your profile with relevant information, photos, and posts, Google’s algorithm takes notice, potentially boosting your ranking in organic search results. This can lead to more exposure without having to spend a single dollar on advertising, making it a great starting point for businesses that are not yet ready to invest heavily in paid search.

Set the Stage for Future Advertising

A well-optimised Google Business Profile can also pave the way for future advertising efforts. Should you choose to invest in Google Ads down the road, having an established profile provides a strong foundation for local search ads, allowing your business to appear more prominently when users search for relevant keywords. With your profile already in place, your ad campaigns can operate more effectively, potentially lowering your cost per click and improving your overall ad performance.

2. Increasing Social Proof

As much as we don’t like to admit it, as humans we care a lot about what others think. That’s why to this day there hasn’t been a marketing tool in existence that regularly outperforms word of mouth.

Another way to describe ‘word of mouth’ is social proof. Social proof, as the name suggests, is an external expression of a satisfied customer’s experience. 

Think about the last time you booked accommodation online. Although you may not have sat down and read review after review, I can almost guarantee that social proof played some role in your decision making process. Did you book the room that was rated 2.9 out of 5 stars by past visitors? Unlikely. 

Social proof can exist in multiple domains, from direct word of mouth, through to digital channels. As a digital agency, it is our primary goal to help our clients get seen online. But more than that, we want them to be seen and experienced in a positive way. There are many ways that your business can increase its social proof online, some more time intensive and complex than others, but the important thing regardless is to have practices and frameworks in place to not only receive reviews, but also showcase them where they’ll have the greatest impact on decision making.

Here’s how you can strategically leverage social proof to benefit your business:

Request and Showcase Reviews

One of the easiest ways to start building social proof is by collecting customer reviews. While it might feel uncomfortable asking for reviews, most customers are willing to provide feedback if they’re satisfied with their experience. Don’t hesitate to ask, as genuine reviews serve as valuable testimonials that can significantly impact potential customers.

Make the process as easy as possible for customers:

• Use email or SMS follow-ups after a purchase or service to ask for a review. Including a direct link to your Google Business Profile or review site makes it convenient for customers to leave feedback.

• Add calls-to-action (CTAs) to review your business in your email signature, on your website, and even on printed materials. A simple reminder can go a long way.

Once you’ve gathered reviews, display them prominently on your website, Google Business Profile, and social media channels. Positive testimonials not only build trust but also establish credibility, giving potential customers confidence in choosing your business.

Understand the Role of Social Proof in High-Investment Purchases

For purchases that require a higher level of commitment or financial investment—such as signing up for a service or purchasing a high-ticket item—social proof becomes even more critical. 

People often require more validation before making big decisions, which is why detailed, positive feedback can make or break a conversion.

For example, a potential client may not feel the need to read dozens of reviews when purchasing a low-cost item, but for a substantial investment, they’ll likely want reassurance that they’re making the right choice. In these cases, highlight comprehensive testimonials that reflect the value of your offering, addressing common pain points or concerns that buyers might have. We find that video case studies act as a great vehicle to get the message across in this type of instance.

Embrace the “More the Merrier” Approach

With social proof, quantity matters. The more reviews and testimonials you collect, the stronger your social proof. Seeing multiple positive experiences from different customers reinforces the idea that your product or service is reliable and well-regarded.

Encourage a steady flow of reviews by building requests into your customer interactions. For instance, you can set up an automated request system to reach out to customers shortly after their purchase or service experience.

3. Optimising your site for conversions

Your website is more than just a digital business card, it’s a critical touchpoint for customers and can be one of your most powerful tools for driving conversions. 

An optimised website helps guide visitors smoothly from browsing to taking action, whether that’s booking a consultation, making a purchase, or filling out a contact form. A few targeted changes can have a significant impact on your conversion rates and overall business goals.

Here’s how you can optimise your site for maximum conversions:

Define Your Site’s Purpose and Conversion Goals

Before diving into optimising, it’s crucial to clarify what you want your website to achieve. Are you aiming to capture leads, make sales, or educate your audience? Understanding the primary goal of your site will help guide your design choices and content structure.

Once you’ve set clear goals, identify the key actions you want visitors to take. For example, if lead generation is your primary objective, the ideal path might be encouraging users to book a consultation or submit an inquiry form. By defining this journey upfront, you can structure your site to support this flow and make it as intuitive as possible.

Create a Clear and Compelling User Journey

A well-structured site makes it easy for visitors to navigate and find the information they need. Consider your website as a journey, with each page leading seamlessly to the next. Start by placing essential information and calls-to-action (CTAs) in prominent positions, like your homepage, services pages, and even blog posts.

Here are some quick tips for creating an effective user journey:

• Place the most important information and CTAs in the top half of the screen, where visitors are more likely to see it without scrolling.
• Direct visitors’ attention to CTAs with arrows, buttons, or contrasting colours that stand out from the rest of the page.
• Too many menu items can overwhelm users. Stick to clear, minimal navigation options that make it easy to move through the site.

Use High-Quality and Relevant Calls-to-Action

Your CTAs are the gateway to conversions, so make sure they’re strong, relevant, and clearly aligned with what your audience wants. Instead of generic CTAs, consider more engaging options like “Get a Free Quote”, “Speak to an Expert”, or “Start Your Project Today.” 

Consider including CTAs on multiple pages throughout the site, from your homepage and services pages to blogs and testimonials. Each CTA should feel like a natural next step rather than an abrupt or forced addition.

Test and Refine Regularly

Website optimisation is an ongoing process. Small changes, like adjusting the colour of a button, moving a form field, or changing the wording of a CTA, can make a big difference in how users engage with your site. 

Conduct A/B tests to see which variations perform better, and continue refining based on the results.

If you’re a business owner, and think you may need some extra help in increasing your digital presence, we have a team of experts in-house who are here and ready to help carry some of that burden.

Reach out via the Contact Us page, and let’s get started.