These days, nearly every visit to a local business starts online. Whether it’s grabbing a quick coffee or booking a plumber, people turn to Google (and other digital tools) to search, compare, and choose where to spend their money.
If your business isn’t showing up or worse, showing the wrong info, you could be missing out on ready-to-buy customers.
We’ve pulled together insights from a recent article on Brightlocal to give you practical ways to improve your online presence, earn trust, and turn those local searches into real-world sales.
1. Want to Get Found? It Starts with Search
Here’s a stat that says it all: around 3 in 4 people use google search to look up information about a local business. Even your loyal regulars check things like your hours or parking before popping in.
What to do:
Make sure your business is listed and listed correctly on the major platforms, especially Google Maps. These are still the go-to tools for local discovery. If your details are wrong or missing, potential customers may skip over you without even knowing it.
2. Build Trust Before They Even Walk Through the Door
Once someone finds your business online, what do they do next? Most will:
- Check out your reviews
- Look at your website
- Click for directions
Surprisingly, social media ranked lower than you might think when it comes to what people use to search local businesses. 83% of consumers used Google for research, and this is by far the most when compared to social media platforms such as Instagram (31%) and Tik Tok (20%).
That’s not to say these should be neglected, especially if targeting a younger audience, but Google is still the king when it comes to local search.
What really matters is whether your online info is accurate, detailed, and easy to trust when someone is ready to act.
Build trust with:
- Fresh, high-quality photos (especially important for food, retail, and beauty businesses)
- Up-to-date contact info and opening hours
- Responding to reviews, even the bad ones
- Transparent pricing, since unclear or inflated costs are a massive turn-off
3. Reviews Count, But So Does the Whole Picture
Yes, customers care about ratings. But they also care about how you respond, how recently you were reviewed, and how complete your online presence is. A whopping 89% of consumers expect business owners to respond to all types of reviews, so if you’re not doing this you could be putting off 9 in 10 customers.
Don’t stress about one or two bad reviews. What matters more is showing that you handle feedback professionally and care about your customers.
Also, being number one in search results isn’t everything anymore. People scroll, compare, and choose the business that looks most appealing, not just the one at the top.
Stand out by:
- Keeping your profiles (Google, Apple Maps, directories) up to date
- Writing in natural, friendly language
- Adding structured data to your website to provide more information for google to show on search results pages
- Optimising for voice searches like “Where’s the best coffee near me?” by adding conversational content and FAQs to key pages.
4. Local Customers Don’t Wait Around
Once someone decides to visit, 76% will turn up within 24 hours and a huge 28% of those visitors make a purchase, meaning your local search improvements could make a huge instant impact.
Translation:
A strong online presence directly impacts real footfall and repeat business.
Boost your chances with:
- Local SEO to drive traffic
- A strong first impression online and offline
- Regular promotions or seasonal offers using Google Posts, Apple Showcases, or social channels
5. Don’t Let Small Mistakes Turn People Away
Poor online listings don’t just confuse customers. They drive them to your competitors. The biggest deal-breakers people mentioned?
- Outdated or inconsistent info like opening times
- No or poor-quality photos
- No replies to reviews or questions
- Vague or surprisingly high prices
- A bad tone in messages or phone calls
Pro tip:
Audit your online presence regularly. Make sure your Google profile, website, and social channels reflect the real experience you offer. Highlight your team, your space, and what makes your business unique.
6. Make It Easy to Get in Touch (Like, Really Easy)
Whether a customer wants to make a booking, ask a question, or check if you’re open, the process should be simple and fast.
They should be able to reach you in just a click or two via phone, WhatsApp, webchat, or a contact form. And while digital tools are great, don’t forget that many people still prefer to call, especially if they’re unsure about something.
Make sure your contact details are:
- Easy to find
- Clickable on mobile
- Offering more than one way to get in touch
Your Digital Shopfront Matters
Being visible online is just the beginning. Winning local customers takes trust, clarity, and a smooth experience from search to sale.
Your local SEO, website content, reviews, and listings should work together to create a digital presence as welcoming as your physical one.
Need a Hand?
At Strategy Plus, we help small businesses turn searches into customers. Whether it’s improving your visibility, managing your reputation, or connecting with more local clients, we’re here to help you grow.
Get in touch today to find out how we can get more people through your door.
