Brand Awareness: 7 steps to increase yours as a small business owner

In today’s digital-first world, having an online presence is no longer optional, even for small businesses. As a small business owner in the UK, building a website for your brand isn’t just a way to increase visibility — it’s a powerful tool to connect with customers and build long-term relationships. Whether you’re running a local café, a boutique shop, or a service-oriented business, a website can help you boost your brand awareness and strengthen your presence in the community. Here’s how you can get started.

1. Create a User-Friendly Website

The first step to getting noticed online is to have a well-designed website. For small business owners, this doesn’t mean building an elaborate, expensive platform. Instead, focus on creating a clean, user-friendly site that reflects your business’s personality and values.

Tips for designing a user-friendly website:

• Keep it simple: Ensure the website layout is easy to navigate. Potential customers should be able to find what they need quickly — whether it’s your contact details, business hours, or your menu/catalogue.
• Mobile-friendly design: Many customers will visit your website from mobile devices. Make sure your website is responsive and easy to read on smartphones and tablets.
• Clear call-to-action (CTA): Whether it’s booking an appointment, signing up for a newsletter, or purchasing products, make sure your CTA buttons are prominent and easy to find.
• Local SEO optimization: Use geo-targeted keywords like “plumber in Manchester” or “cafe in Camden” to ensure your business appears in local search results. Optimizing for local SEO can help customers find you when they search for services in their area.

2. Integrate Social Proof and Testimonials

Word-of-mouth is one of the most powerful forms of marketing for small businesses. Integrating social proof into your website, such as customer reviews, testimonials, or case studies, can help build trust with new potential customers.

How to use social proof effectively:

• Customer reviews: Include a dedicated section for reviews where satisfied customers can leave feedback. Encourage happy clients to share their experience on Google, Facebook, or Trustpilot, and then feature their reviews on your website.
• Case studies and success stories: If applicable, showcase how your products or services have helped local customers. Case studies are a great way to illustrate your impact on the community.
• Social media feeds: Display live feeds from your business’s social media profiles (Instagram, Facebook, Twitter) directly on your website. This allows visitors to see your latest updates and interactions with the local community in real-time.

3. Offer Local Content That Resonates with Your Community

Content is key to engaging your audience and increasing brand awareness. By creating content that speaks directly to your local community, you’ll not only provide value to your visitors but also show that you’re deeply invested in your area.

Ideas for localised content:

• Local events and sponsorships: Write blog posts or newsletters about upcoming events in your town or city. If you sponsor local events, talk about them on your website and social channels.
• Community-focused blog posts: Write about topics relevant to your local audience. If you own a coffee shop, for example, you could write a blog post about the best parks in your neighbourhood to enjoy a coffee.
• Partner with local influencers: Collaborate with local influencers or bloggers to write reviews, host giveaways, or share your business with their audience. This can help you reach a wider local community online.

4. Leverage Local SEO to Attract Nearby Customers

Local SEO helps your business show up when potential customers search for services in your area. By optimizing your website for local searches, you’ll improve your chances of being discovered by people who live nearby.

Steps to boost local SEO:

• Google My Business (GMB): Set up and verify your GMB profile. This free tool helps your business show up in local search results and Google Maps.
• Optimize your website for local keywords: Use keywords like “near me” or your location (city, neighbourhood, or region) within your website’s content, meta descriptions, and image alt tags.
• Encourage local backlinks: Reach out to local newspapers, blogs, or community websites for backlink opportunities. A link from a trusted local site can help boost your SEO ranking.
• List your business in local directories: Make sure your business is listed in relevant online directories (such as Yell.com, Scoot, or Thomson Local). Ensure your contact information is consistent across all platforms.

5. Engage with Your Local Community on Social Media

Having a website is important, but complementing it with an active social media presence can increase your visibility exponentially. Social media allows you to interact directly with your community, create awareness about your brand, and share your website’s content.

Social media strategies to promote your website:

• Showcase local customers: Share photos or stories of local customers using your products or services. Tag them in posts (with their permission) to strengthen connections within the community.
• Run local ads: Platforms like Facebook and Instagram allow you to target ads to specific geographic locations. Use local ads to promote special offers, events, or new product launches.
• Use location tags: On platforms like Instagram, use location tags when posting. This makes it easier for local customers to discover your business when browsing nearby locations.
• Host giveaways or competitions: Giveaways or contests are great ways to increase your engagement and drive traffic to your website. Encourage participants to visit your site to enter or redeem a prize.

6. Use Email Marketing to Keep the Community Informed

Email marketing is another effective way to increase brand awareness and keep your business front-of-mind. By regularly sending out newsletters or special offers, you can keep your local customers engaged and encourage them to visit your website.

How to use email marketing effectively:

• Collect local email addresses: Offer incentives like discounts or free resources in exchange for email sign-ups, both in-store and through your website.
• Send personalised content: Tailor your email campaigns to reflect local interests. Share information about community events, news, or special promotions.
• Include calls to action (CTA): In every email, include a clear CTA directing readers to your website. Whether it’s to make a purchase, book a service, or browse your new product offerings, always drive traffic to your site.

7. Track Your Success and Adjust Your Strategy

Finally, it’s important to track the effectiveness of your efforts. By using tools like Google Analytics, you can measure how well your website is performing in terms of traffic, user engagement, and conversions. If something isn’t working, tweak your strategy to better serve your local audience.