Before Someone Buys From You, They're Probably Googling You

Built on Social | 4 minute read

Think About Your Own Habits

When you hear about a new restaurant, business, store, manufacturer, or service, what is the first thing you usually do? Google it. I know I do.

You might check the website. Is it up to date? Look at the hours, read a few reviews, see where it is located, check out a menu (chicken parm or pizza?), look at available services and pricing, or maybe see if the place looks worth your time in general. And if we're being honest, you can probably make a pretty quick decision based on what you find. If the website hasn't been updated since 2019, the hours don't match Google, the phone number listed belongs to a random, unsuspecting person, the last social media post was six months ago, and the only photos you can find are blurry...you might start looking elsewhere.

You may not even realize you're making a decision about the business before you ever contact or visit them. Your potential customers are doing the same thing.

That means your online presence is often the very first impression your business makes. Sometimes, it's the only impression someone needs to decide whether to keep looking. Would you give your business a second look?

Can People Find You?

The first step is making sure your business can be found, and easily at that. This is where search engine optimization, or SEO, comes in. SEO is not just about ranking first on Google. It helps search engines understand what your business offers and helps the right people find useful, accurate information about you.

A few practical ways to improve your visibility include:

• Make sure your Google Business Profile is claimed and accurate

• Clearly explain what you do, what you sell, and where you serve customers.

• Use words your customers would naturally search for in your website titles, headings, and copy.

• Keep your business name, address, phone number, hours, and other details consistent.

• Make sure your website works well on a phone. If someone has to zoom in, scroll sideways, or hunt for the menu, they might just leave.

The goal is not to fill every page with keywords. It is to make it easy for people to get the information they came for and quickly understand whether your business is right for them. Don't make them hunt for answers.

What Happens After the Google Search?

Once someone finds your website or business listing, they may also look for your social media accounts. Which platform they check will often depend on the type of business and what they want to learn.

Instagram helps people get a feel for the style, personality, and quality of a business. That could mean a finished product, a picture of that chicken parm, a project, a facility, or simply the people behind the business. “Okay, but what does this actually look like?”

Facebook is useful for local businesses, company news, events, and customer conversations. And it’s not just for older generations. Younger people use it too, particularly when they want to check out a business, see what’s happening locally, or find information about an event or group. “What’s happening in my area?”

LinkedIn helps establish credibility for manufacturers, suppliers, consultants, agencies, recruiters, and other professional or B2B businesses. “Who are these people, how big is the company, and what do they actually do?”

TikTok is useful for demonstrations, education, and showing the people and process behind a business. It’s not just viral dance videos. Businesses can use it to show how a product is made, how a service works, or something customers might not normally get to see. “Wait, how is that made?”

X (formerly Twitter) is useful for real-time updates, industry conversations, company news, and sharing expertise. “What’s the latest? What’s happening right now?”

YouTube is useful for demonstrations, tutorials, product videos, how-to content, unboxings, facility tours, and showing how something works. "Can I see it in action?"

You don't need to be on every platform. Focus on the ones your customers are most likely to use. Your social media doesn't need to be perfect either. It needs to feel active and up to date (if it's May and your latest post is about the office Christmas party, someone might wonder what you've been up to), and to feel like there are real people behind the business.

Your Online Presence Should Tell the Same Story

Think of each platform as a different door into the same business. Google might be one door, LinkedIn another, and your website another. Wherever someone walks in, they should know they're in the right place. Your website, Google listing, and social profiles don't have to look identical. They just need to make sense together. Your business name, contact information, services, hours, and overall message should be consistent. The platform may change. Your business shouldn't feel like it did.

A Quick Check of Your Own Business

Google your business as if you're a potential customer.

Ask yourself:

• What comes up first?

• Is the information accurate?

• Is it immediately clear what you do?

• Does the website work well on a phone?

• Do your social accounts look active and up to date?

• Can someone easily find your hours, location, contact information, or how to buy?

Before someone ever calls, visits, follows, or buys, they are very likely checking you out online. What will they find?

Built on Social is all about practical marketing ideas, simple strategies, and real-world examples for businesses looking to strengthen their online presence.