Financial Data
Updated 16 Jan 2021

Defining the start-up online strategy

Just like a car without wheels, a business without a website is going nowhere. 

Richard Bensted, 28 November 2017  Share  0 comments  Print

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In January 2017, a non-profit organisation called Do It Digital undertook research in conjunction with the UK organisation YouGov. The research found that small businesses without a digital infrastructure were losing out on around £20.2 billion in revenue annually.

That’s around £20k per business. It seems almost staggering to believe that one in four SMEs doesn’t have a website, 40% are not on social media and 20% are not online at all. Many don’t have plans to go online. 

In a study called Benefits and Barriers of Bringing A Small Business Online: Perspectives from Global Small Businesses, it’s reported that an online presence can differentiate a business, allows for the small to compete with the big, builds trust with clients and target markets, and expands reach across borders.

Related: Virtual offices and digital meetings - What’s the hype?

Why you need an online strategy 

The start-up needs to define an online strategy that allows expansion into the online realm and helps build the business sustainably, and the first step is to outline the target audience and identify where they engage online.

Then evaluate your existing online presence and look at how well it is engaging with your audience – establish the areas that need work, measure competitor presence and success and look at how you can achieve your business objectives with a clearer focus or goal. 

Once you have outlined all these steps, you need to determine which digital channels will best engage with your target audience and achieve a return on your online investment. 

Investigate the keywords that would best identify your business and find out which keywords people are looking for – once you know what keywords work, these can be optimised to drive targeted traffic or increase brand awareness. 

Write meta tags for your page titles that tie back to your keywords as they add relevance – the same holds true for the description of that page. Both tools help your site gain rankings for selected keywords. 

Be engaging 

Write content that is of high quality as it not only supports your keyword relevance and presence, but creates positive user experiences. The value of great content cannot be underestimated at all. Finally, create strong backlinks that point back to your website as these will boost website visibility in search engines. 

Following these simple steps to transforming your website from a bland landing space to a dynamic and engaging online presence can have a huge impact on your start-up and its growth. 

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