We’re all familiar with the saying, “don’t judge a book by its cover”, but in the digital world the rule is almost the opposite. Consumers have become increasingly savvy in connecting with brands and their first impression is made by browsing your website. Businesses should think of their website as a healthy mix of selling services and forming trust with their customers. You want to aim for an online hub that offers relevant industry information while seamlessly presenting your brand image in a way that best represents you. Pay attention to your pages and create meaningful content that is worth your users’ time.

Putting yourself in a user’s shoes is an innovative way to have an objective look at your website. Is the navigation intuitive? Can customers find what they’re looking for right away? Are your hours and services clearly stated or is the information muddled? Simply having a website is not enough, and it is key to give your site an audit from time to time. In order to be able to make urgent edits and have complete control over your CRM, you’ll want to know internally who has access to administrative functions. Ensuring your domain is up-to-date seems like a no-brainer, but many businesses fall short on keeping track of their renewals. There is nothing more embarrassing than a customer receiving the dreaded, “domain has expired” message when visiting your site.

Consumers look at your social media presence (or lack thereof) as a direct extension of your brand. What you’re saying (or not saying) matters as much as what you’re selling, and it’s imperative to pay attention to the channels you’re using to communicate. It’s likely that some of your customers will find your first through social and will browse your content to see the conversations you’re having with your audience. Your content should offer information that is relevant to the industry, include engaging participatory pieces, and establish a clear brand voice that is consistent on every platform.

Don’t fall into the rookie trap of thinking every channel is right for your business. Some social media platforms might not make sense for your brand; you’ll need to do an analysis of your intended demographic and see where they’re hanging out most online. It’s also essential that your social media content creators understand how to utilize different platforms. Messaging on Twitter should not be the same as on Instagram. Your Facebook profile should have its own identity separate from your LinkedIn. Take the time to create purposeful content for each channel and then schedule it out ahead of time. Customers will notice gaps in your postings and are also aware of when they’re being “sold to” more than informed.

Fluidity across each channel helps build on your established brand trust and lets your consumers know that you are consistent. Part of establishing this continuity is double checking that you have access to all of your current accounts, that old accounts have been deleted, and that your channels and handles are cross-promoted. As your customers become more well-versed on the web, you’ll have to do the work to keep up.