I have worked with small businesses for 15 years, successfully building their online presence. This is my advice, based on what I have learned from creating and sustaining business websites using a website plan.

Why have a website?

Most people want, and unfortunately believe, that when they publish a website that throngs of people will pound in their door to do business. In reality, business websites are more of a “show and tell scenario”.

“Online research is nearly universal, with 81% to 86% of consumers researching products online before making a purchase, regardless of whether the final transaction occurs in-store or online. 63% of shoppers use smartphones to research and compare products while physically in a store, highlighting the blended nature of the modern consumer journey." ~ LEO

A website is an investment that showcases your business, and it's the best way to start or maintain your online presence. Set the right expectations: your website will build your reputation and reach more potential customers.

Websites That Last

Contrary to common beliefs and sales pitches, it takes time to produce content and allow search bots and AI bots to digest your website. That is the process of building your online reputation.

I mean family business websites, service contractors, and local businesses.

If you are a large business with a budget of thousands of dollars a month, you can afford to produce regular content, publish on social media and in your RSS feed, and build backlinks to improve the digestion process. These are the core of a content marketing strategy.

I build websites that drive organic search results, which I think is the real credibility. That means showing your business on the first page of search results and on map results too.

Organic search results rely on quality content and effective SEO (Search Engine Optimization) methods.

If you have an advertising budget, then shoot for the moon with Google Ads. But studies have shown ad marketing numbers are skewed, and when you stop paying for ads, your placements disappear.

There is a myth that if you purchase advertising, search bots will remember you more, but that is not the case.

Building organic search results will last as long as you keep your website content fresh.

Website Building

Basically, there are two types of website building: purchasing website software you own, or building your website on an online platform; WordPress, Wix, and GoDaddy are a few examples.

I prefer the software based on cost, ease, and available tech spec editing.

Building with a platform costs more; basically, they nickel-and-dime you every year.

With your own software, you only need a website hosting service to publish your website files to be visible on the web, which is relatively cheap and usually around $99 a year or less.

With a platform, you must use their tools and the tech specs they allow. That means buying modules or hiring designers who are familiar with their themes and functionality. Be sure you understand that once you build on the ABC platform, you cannot transfer those files to another platform.

When you own the website software, you can edit, design, or redesign your website as you wish. Plus, you have zero related email costs with your website hosting service.

Email from your website domain is essential to build a reputation. Many small businesses use Gmail since it’s free, but this year Gmail discontinued the free option to connect your website domain email and send mail from your Gmail account using your website domain.

I have found Fastmail to be an excellent workaround for that Gmail change. For $60 a year, you own your account and can import all your Gmail email and calendar records. With Fastmail, you can send email using your domain email, which can significantly improve your business reputation while maintaining ownership of your email.

A CMS (Content Management System) is a tool for creating and maintaining your website. Joe Workman offers CMS software you can purchase. It has all the functions of an online platform.

Website Marketing 101

Once you achieve organic results on the first page of search results, endless spammers start calling and emailing you to "improve" your site.

I have seen that year after year. Especially with service contractors.

Free tools can help you manage your website and avoid the pitfalls of hiring a spammer. Here are three decent ones:

• GOOGLE Search Console
• Bing Webmaster Tools
• Ahrefs free account

Be sure to include website analytics snippets on your website pages, especially from Google Analytics. That snippet is the gold standard to verify your business.

Include a privacy policy page on your website; it also builds credibility. That topic is an entire article. The General Data Protection Regulation (GDPR) is the toughest privacy and security law in the world, which is used in Europe. That is a starting point for understanding privacy, and then you can research state privacy requirements for your area.

You must consider the marketing aspects of AI or AIEO (AI Engine Optimization) today, even for a small business. With AIEO success, when your potential customers ask ChatGPT, Google’s AI answers, Gemini, or Perplexity questions like “Who can provide and install a backup generator near me?” or “Best plumber near me?” and your business is mentioned or displayed.

AIEO is an extension of SEO. You don't need to be a technician to succeed with AIEO. You need a clear website, current information, and a monthly website content effort.

“About half of U.S. adults now use AI chatbots, and about 1 in 4 use them every day. Searching for information is one of the main things they use them for. Google is not dead — most ChatGPT users still use Google too — but AI is now a second storefront.” ~ Grok

Summary

Website success metrics begin with producing organic search results based on topics or services, not your business name.

There is no overnight success with a website. Anyone who promises you is a signal to run away quickly.

If you use your own software or an online platform, consider the costs of content development, website hosting, email account costs, and content marketing.

The reality is, with content marketing, you'll do it yourself or pay someone to do it for you to sustain and grow your online reputation.