More than a third of businesses unhappy with their online visibility

Four tips for getting more out of your website

Working from home stressed businessman with hands in hair

More than a third of businesses are unhappy with their online visibility, according to business search service Trustoo. A survey of 861 businesspeople found that young entrepreneurs in particular think they aren't getting a good return on their internet findability. Their biggest concerns are the power of big platforms and players with much more marketing muscle. To a significant extent, Trustoo's findings echo the results of the surveys we've done in recent years. However, the new data suggests that the pandemic has made online competition fiercer than ever. What do the survey findings tell the business community? We've picked out four key takeaways for start-ups.

1. Work smarter, not harder

Investing more time in online marketing isn't ultimately the answer. Trustoo found that inexperience often led young entrepreneurs to devote excessive capacity to online marketing activities. Similarly, our results indicate that the small traders and independent professionals who do best online are the ones that know how to generate a lot of business from a modest input.

2. Get the basics right: design matters

Although many businesspeople tend to focus on online marketing, getting the basics right matters at least as much. That means a memorable domain name and an attractive, search-engine-optimised website. More often than not, it pays to invest in those areas. Successful entrepreneurs tend to pay a lot of attention to the basics when they set up their businesses.

3. Small investment, big return

Don't be daunted by the big players' deep pockets. For a modest outlay, a small business can reach a wide audience. A lot of start-ups spend many hours trying to raise their profile with social media posts, when a small investment in advertising on the same platforms will have much more effect. A budget of less than €75 a month may be all it takes.

4. Big numbers aren't everything

Another common mistake made by start-ups is to focus on maximising indicators such as numbers of leads and conversions. Our research results point to website investment having more influence on order value than on order numbers. Businesses with strong sites tend to attract bigger customers.

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