Building an Online Presence That Speaks to Your Brand (Or, How to Stop Shouting into the Void)
Building an online presence can feel difficult.
The internet is crowded, everyone’s trying to be the most interesting person there and yet somehow, you have to be the one people remember. The trick? Build an online presence that actually sounds like you, not like a bot selling juice cleanses or one of those inspirational posters with the mountain in the background.
Let’s break it down.
Make a Website That Doesn’t Look Like It’s From 1998
Your website is like the front door of your business, except you don’t have to clean it every weekend. Here’s the deal: a professional website doesn’t mean it has to be all corporate buzzwords and stock photos of people shaking hands. But it does mean it should work smoothly, load fast, and say something about your brand that a stranger could understand in about 10 seconds. Look to brands you love for inspiration, but don’t copy. Here are a few other tips.
What to Avoid:
Animated Entrances: If your website has flashing text or any animation that takes longer than 2 seconds, it’s time for a redesign.
Overwhelming Color Schemes: We all like bright colors, but please—stick to two or three. We’re not making a piñata here.
A ‘Coming Soon’ Page That’s Been There for a Year: Either it’s “here” or it’s “soon,” but it can’t be both.
What to Include:
A Clear Message: Imagine someone lands on your page and has five seconds before they hit the “Back” button. What’s the one thing they need to know? Put that front and center.
Some Visual Personality: You don’t have to hire an artist, but a logo or a nice font choice can go a long way in making people think, “Hmm, they’ve got style.”
Contact Information That’s Easy to Find: People aren’t going on a scavenger hunt for your email address or phone number. Make it easy to reach you, or else they’ll just move on to the next tab. If it’s appointments, make that front and center.
Build a Social Media Following Without Becoming a Meme
Now, you’ve got a website that makes sense. Great. But unless you want it to be your digital island, you’ll need to bring people in—and that’s where social media comes in. Building a following is more than just posting every so often. It’s about creating posts that feel like you (but maybe the slightly shinier, better version of you).
Some Tips for Not Getting Unfollowed:
Be Consistent, But Not Annoying: Aim for a regular posting schedule. But remember, posting every hour isn’t consistency; it’s spam. Try a content calendar to vary posts; Google Sheets has an insertable table, so you have no excuse.
Engage a Bit, But Don’t Lurk: Like a few posts, reply to comments, ask questions. But don’t be that account that comments “Love this!” on everything—it’s painfully obvious.
Share Useful Stuff, Not Just Sales Pitches: Every post doesn’t need to be “Buy now!” Share tips, stories, and things that show your expertise. Show people you’re more than just a sales bot. Stick to the 20/80, with the lower percentage being sales posts.
A Note on Hashtags: Use them wisely. A few targeted ones are great for visibility, but cramming 20 hashtags into a post is like shouting random words at a conference. People will just back away slowly.
Manage Your Brand Online (Without Losing Your Mind)
You’ve got your website, you’re posting on social media—now you need to manage all of it so your brand stays “you” even on the internet. A little consistency here goes a long way.
Things to Keep in Check:
Keep the Tone Consistent: Imagine your brand is a person with a personality. Is it friendly? Witty? Inspiring? Make sure every post, reply, and bio sounds like that person, not a personality crisis. Set aside time each week to audit your posting to make sure they are “on Brand”.
Watch the Drama (Unless It’s Free Publicity): Social media can get spicy, but unless it’s an opportunity for some lighthearted banter, steer clear of fights, feuds, and hot takes that have nothing to do with your business. Focus on you and yours.
Track the Results, Even if It’s Boring: Yes, analytics sound dry, but they’re like a roadmap. Look at what’s getting clicks, likes, and shares, and focus on making more of that. Otherwise, you’re just guessing. Think of it as feedback, you can better serve your customers if you know what they find interesting.
Final Thoughts: Avoid the Dreaded ‘Internet Black Hole’
Building an online presence is about standing out, not blending in. There are fantastic books on the subject as well. And if you start to feel like you’re just shouting into the void, remember that consistency is key. Show up, share valuable stuff, and let people see what you’re about. With a little patience (and maybe a couple fewer hashtags), you’ll build a brand that doesn’t just speak online—it actually gets people to listen.