GREAT 96 IDEA: Look Bigger Online

One of the best things about the Web is that even though you may operate a tiny business, you can appear much bigger online. To do this, you need a professionally designed web site that you can update frequently. Your social media platforms should act as magnets, drawing traffic back to your site (see Great Ideas #63, #64, and #74).

There's no excuse not to have a dynamic and functional web site. It's critical to your success. Don't scrimp on site design and functionality. You want people to seek you out online and make a purchase, whether you sell high-tech components for airplanes or low-tech rubber stamps.

Here are some quick ways to raise your company's online profile:

• Customize your social media pages with logos, photos, and product information. My cool Facebook, Twitter, and YouTube pages were designed for around $200 by Brian Hanson. He can be reached via http://www.customtwit.com.
• Figure out something interesting to share and write a blog. Karen Caplan, president of Frieda's, a produce importer, posts a great blog on her site: http://www.friedas.com. Caplan comments on industry trends as well as her personal view on life and business.
• Promote discounts and special offers via Twitter and Facebook. Try Groupon, LiveSocial, and other group coupon platforms.
• Showcase your product on your home page. Hire a professional photographer and include multiple views (if appropriate). Consider hiring a professional copywriter. It will be worth it since bad copy can really dampen sales.
• Be creative but judicious with graphics. Make sure they tell a story, not just look cool.
• Display your company's name, phone number, and e-mail and street addresses on the home page and every other page so people can contact you immediately. Make sure someone answers the company phone 24/7 (easy to do with call forwarding).
• Hire an expert to optimize your site for search engines (see Great Idea #74).
• Monitor Google, Bing, and Chrome frequently to check your rankings.
• Tailor your site to appeal to your customers. If you sell auto parts, you probably don't want a lot of Flash animation on your site. Keep it simple and play to the masses.
• Update your web site at least once a week—on a schedule. Give customers a reason to return often.
• Publish a monthly e-newsletter with links back to specific landing pages on your site.