Visibility Isn't Optional

How increasing your online presence drives business growth

Photo by SumUp on Unsplash

If you’re running a solo business, you’re probably wearing all the hats—delivering your service or product, handling marketing, chasing new clients, and trying to grow. I feel that. I’ve been there for over 20 years.

With everything pulling at your attention, one thing stands out: visibility is a must. You can have the best service or product in the world, but you’ll be stuck in the shadows if no one knows about it.

Why Online Visibility is the Lifeblood of Your Business

It doesn’t matter how awesome your service is if nobody can find you. That’s why visibility is the first step to getting in front of the right people. Potential clients need to see you, hear about you, or stumble across your content before deciding to work with you.

Being online isn’t just helpful; it’s necessary for your business to survive. Over 80% of consumers look up products or services online before buying (and I’d guess you’ve probably done the same!).

If your business isn’t showing up in search results or on social media, you might as well be invisible.

Showing up where people are searching—whether that’s Google, social platforms, or even online directories—is key. Without it, you’re missing out on those golden moments when potential clients are ready to discover what you offer.

Visibility: A Strategic Move for Getting Clients

Now, just being online isn’t enough. You’ve got to show up in the places where your ideal clients are hanging out. Are they browsing Instagram? Scrolling LinkedIn? Googling for solutions? Your job is to be there, front and center.

Research shows businesses engaging with their audience see up to 13x more ROI. That’s a big deal. When you match your visibility with where your audience is, you’re setting yourself up to be in the right spot at the right time—right when they’re ready to take action.

Strategy vs. Tactics

Visibility as Your Competitive Edge

Let’s face it: there’s no shortage of competition. But you stand out when you’re consistently visible across the places your audience spends time. It’s about being top-of-mind when your potential clients are ready to decide.

Here’s something to think about: nearly 92% of all web traffic goes to websites on the first page of Google. If your competitors are there and you’re not, guess who’s winning that client? That’s why investing in SEO, content marketing, and even partnerships can help you grab that edge.

Visibility is a Long Game

Visibility isn’t a one-and-done deal. It takes consistent effort.

Things change—algorithms get updated, trends shift, and new platforms pop up. You’ve got to keep up and keep showing up.

In fact, businesses that regularly update their content see 67% more traffic than those that don’t. So, whether it’s tweaking your SEO, staying active on social, or trying out new content types, you’ve got to be in it for the long haul.

AI Can Help Boost Your Visibility

AI is making it easier for solo business owners like us to keep up with visibility. Whether it’s helping with content creation, SEO optimization, or automating social posts, AI can do a lot of the heavy lifting. It frees you up to focus on other areas of your business without sacrificing your online presence.

I know some of this might feel overwhelming, but trust me, AI tools can make it manageable. They help streamline the process, so you’re not constantly stressing about visibility. And plenty of marketers are already using it to their advantage.

Now, I’m all about keeping things simple. So, let’s break this down into smaller, doable steps.

The Big Picture to Get More Clients

From here on out, I’ll focus on micro-actions you can consistently take to maintain your presence based on the big-picture goals and strategies you want to pursue.

I’ll address each of the big steps listed below - plus many more - with bite-size steps so you don’t get overwhelmed. 😎

Think of this list as the overarching guide I’ll be following. Each of these 5 points has hundreds of tiny steps that, when implemented, can make a big difference in the long run.

1. Optimize Your Website: Make sure it’s mobile-friendly, loads quickly, and is optimized for search engines. Add the right keywords, and make it easy for visitors to stick around.

2. Be Consistent on Social Media: Show up where your audience is. Post engaging content and use AI tools to help schedule posts and track what’s working.

3. Focus on SEO: Keep your website fresh with relevant content and search-friendly terms, so you show up when people search.

4. Collaborate to Expand Your Reach: Guest blog, join webinars, or team up with other businesses. It’s a great way to reach new audiences.

5. Use AI Tools: Automate things like content creation, social media, and even lead generation. Tools like ChatGPT can help lighten the load.

Visibility isn’t a one-time effort; it’s a long-term strategy. The more visible you are, the more clients will find you, and the stronger your business will grow.

Now, here’s the part where you can breathe a little easier. I don’t expect you to be everywhere all the time. Back in the day, I might have said that.

But with so many platforms out there now, I’ve changed my mind. What matters most is that you’re intentional and consistent in the places where your ideal clients spend their time.

So, take it step by step. Keep showing up, keep building your presence, and you’ll see the results in your client base, your growth, and your bottom line.

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Got something to say? Share your comments, questions, and feedback below.

I’ll be back next week with a short, easy-to-implement visibility tip.

In the meantime, here’s a question to ponder:

“Who are the clients/customers I want to attract?” (hint: be super specific!)