Your Michigan Business Needs an Online Presence: Here’s Where to Start

Small Business

Whether you’re running a bakery in Ann Arbor, an auto repair shop in Chelsea, or a boutique in Dexter, customers are looking for businesses like yours online. If you’re not there to meet them, you’re missing out on revenue.

This guide breaks down why every Southeast Michigan business needs an online presence and provides a clear roadmap to get started without overwhelming yourself.

The Basics of Online Presence for Small Businesses

For those short on time, here’s what you need to know:

Set up your Google Business Profile (this should be your #1 priority)
Create a simple, mobile-friendly website with your own domain name
Establish a strategic social media presence on 1-2 platforms
Encourage and manage online reviews across multiple platforms
Implement basic local SEO to help people find you in search results

This is the first article in our comprehensive series covering everything you need to know about establishing your digital presence. In this series, we’ll dive deeper into: optimizing your Google Business Profile, building an effective website, managing online reviews, and implementing basic SEO strategies that work for local businesses.

Why Your Online Presence Matters

Your online presence builds trust before customers ever step foot in your store. According to Think with Google, 76% of people who search for something nearby on their smartphone visit a business within 24 hours. Even more striking: 28% of those searches result in a purchase.

When someone discovers your business online, they’re immediately forming opinions based on what they see:

Are your hours accurate?
Do you have recent photos?
What are other customers saying about you?

Think of your online presence as your 24/7 sales representative. Even when you’re closed, people are researching your business, reading reviews, and deciding whether to visit.

Your competitors who embrace digital marketing aren’t just getting more visibility; they’re offering a better user experience for potential customers looking to learn about their products or services.

Steps to Building Your Business’s Online Presence

Now that you understand the importance of building your online presence, it’s time to get started. The steps outlined below will give you an idea of how to get started with more in-depth guides on each step to follow.

Step 1: Start with Google Business Profile

Google Business Profile should be your absolute first priority. This free tool from Google is the most impactful thing you can do for your local visibility. When someone searches for your business or services in your area, your Google Business Profile is often the first thing they see.

Here’s why this should be your priority: When someone searches for “coffee shop near me” or “plumber in Saline,” Google Business Profiles appear prominently in the results. These listings show up before traditional website results, making them prime real estate for local businesses.

To get started:

Search for your business on Google to see if a listing already exists
If one exists, claim it by clicking “Own this business?”
If not, create a new listing through Google Business Profile
Verify your business through phone, email, or postcard
Add complete information, photos, and respond to reviews

Setting up your Google Business Profile takes less than 30 minutes, but the impact lasts for years. Many Michigan businesses see immediate increases in phone calls and foot traffic simply by claiming and optimizing their profile.

Step 2: Create a Simple Website

You don’t need a complex site with dozens of pages. A clean, mobile-friendly website with your basic information, services, and contact details establishes legitimacy. Plus, having your own domain name (like yourrestaurant.com) looks more professional than relying solely on social media pages.

Your website should include:

Clear description of your products or services
Contact information and location
Business hours
Photos of your work or products
Customer testimonials or reviews

Before You Start: Make sure to do a domain name search and secure a matching URL for your business name. This will be essential when customers try to find you online.

Step 3: Choose Your Social Media Platforms

Starting social media accounts for your small business can seem overwhelming but it doesn’t have to be.

The good news is you don’t need to be on every platform. Choose one or two where your customers spend time. For most local businesses, Facebook and Instagram provide the best return on investment.

Here’s some key steps to focus on:

Consistent posting schedule (2-3 times per week is better than daily then disappearing)
High-quality photos of your products, services, or behind-the-scenes content
Engaging with comments and messages promptly
Sharing local community events and news
Highlighting customer success stories

Step 4: Manage Your Online Reviews

Online reviews have become the new word-of-mouth. Platforms like Google, Yelp, and Facebook allow customers to share their experiences with your business. Positive reviews act as powerful testimonials, while managing negative reviews professionally shows potential customers that you care about their experience.

Here’s some tips to keep in mind when managing your business’s online reviews:

Encourage satisfied customers to leave reviews
Respond to all reviews, both positive and negative
Address concerns professionally and offer solutions
Never argue with reviewers online
Use reviews to improve your business operations

Step 5: Implement Basic Local SEO

Basic local SEO helps people find you when they search, offering a better user experience for customers and establishing credibility for your business. This means making sure your business name, address, and phone number are consistent across all online platforms.

Implementing basic local SEO principles:

Ensure your business information is identical everywhere online
Include your city and service area in your website content
Create location-specific content for your blog or social media
Get listed in local business directories
Encourage customer reviews on multiple platforms

What’s Next: Building Your Complete Online Presence

This article gives you the roadmap, but each component of your online presence deserves deeper attention. Over the coming weeks, we’ll dive into each area with practical, step-by-step guides designed specifically for Southeast Michigan businesses.

Coming up in this series:

Mastering Your Google Business Profile: Advanced tips for optimization, managing reviews, and using insights to grow your business
Website Basics for Small Businesses: How to create a simple, effective website without breaking the bank
Managing Online Reviews: Strategies for encouraging positive reviews and handling negative feedback professionally
Local SEO Fundamentals: Simple techniques to help your business appear in local search results
Social Media Strategy for Local Businesses: Choosing the right platforms and creating content that drives results

Your online presence isn’t a nice-to-have anymore; it’s essential for business survival and growth. The good news? You don’t need to tackle everything at once. Start with your Google Business Profile this week, then build from there.

Remember, every day you delay is another day of missed opportunities. Your competitors who invest in their online presence are capturing customers who could be yours. But it’s never too late to start, and the Southeast Michigan market is full of customers searching for businesses exactly like yours.

Take the first step today. Your future customers are already looking for you online — make sure they can find you.