How to get more customers online

New online customers come from four places: search and maps, social media, recommendations and reviews, and ads. Most small businesses get more customers faster by fixing what already exists, such as their Google listing, reviews and reply speed, than by adding new channels. Start there, then grow one channel at a time.

Where online customers come from

Fix the leaks before adding more

More attention is wasted if people drop out on the way. Before spending on anything new, check the path a customer takes today. Search for your own business on your phone, look at what appears, tap through to your website and try to make contact. Then ask a friend to do the same and watch where they hesitate.

• Are your hours, phone number and address correct everywhere?
• Do you have recent reviews, and have you replied to them?
• Can someone see what you do and roughly what it costs in ten seconds?
• Does every enquiry get a reply the same day?

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A 30-day plan

1. 1Week 1: your listingComplete your Google Business Profile with photos, services, hours and a short description.
2. 2Week 2: reviewsAsk your last ten happy customers for a review, with a direct link. Reply to every review you get.
3. 3Week 3: one channelChoose one social channel and post three times this week, then keep that pace.
4. 4Week 4: past customersSend a short email or message to past customers with something useful: availability, a seasonal tip or a new service.

Then grow one thing at a time

After a month, ask each new customer how they found you. Put more effort into the source that brings the best customers, not the most clicks. If a channel brings nothing after three months of steady effort, try another. Add ads when you have an offer that already sells and want more of the same.

Frequently asked questions