When starting a business or bringing an existing business into the digital world, there’s often pressure to build an expansive (and let’s be honest, expensive) website right away. 

While having your own website has its benefits, there are also free ways to get your business online and in front of potential customers. If you’re getting started online, consider these three alternatives first.

A Google Business Profile (GBP)

Even if you plan to build a website, this is a step you don’t want to skip. When someone Googles “Mechanics near Bondi” or “Hairdressers in Sydney CBD,” businesses with a GBP show up first (even before paid ads) and appear in Google Maps with directions straight to their door.

To claim your own GBP, start by visiting Google’s Verify My Business page, and you’ll be prompted to look for your business on Google or create a new one. Google will then tell you what verification they need from you, but it will be either via text, phone/video call, video recording, or even a physical postcard with a code.

During this process, you’ll need to fill out every field so that once your profile is live, customers will be able to understand what you do, who you serve, and where to find you. This includes your business name, address, phone number, open hours, services, and a description. You’ll also need to pick a category that best describes your business and include some nice photos (particularly if your business is in hospitality). All of this information helps Google surface your business for the right people. 

People also look at Google reviews for businesses. Once you’re all set up, it can be beneficial to ask happy customers to leave you a review on Google.

In short: A Google Business Profile is one of the easiest ways to show up in local search.

Local directories

Once your Google Business Profile is live, the next step is to list your business on other trusted online directories. Here are the most popular free directories in Australia:

• Yellow Pages
• True Local (owned and managed by Yellow Pages)
• Word of Mouth
• Hotfrog Australia
• Business Builders directory

These listings help customers find you in more places and signal to Google that you’re trustworthy. 

You can also look for directories specific to your industry. For example, Tripadvisor for restaurants or attractions, Oneflare for trades, or Healthshare for health professionals.

When you fill out your profile, make sure your business name, address, and phone number are exactly the same across every site you’re listed on. Add a clear description, pick the category that best fits what you do, and include your social media profile if you have one.

Lastly, try to use the words your customers would search for. You might call it “soft tissue therapy,” but customers might be searching for “sports massage” or “help with back pain.” List your services in a clear, simple way so people can find you, even if they’re not exactly sure what they’re looking for yet.

In short: Directories help you show up where customers are searching and signal to search engines that your business is trustworthy.

Social media

Social media helps potential customers get a sense of your business before they visit, book, or buy. Often, it’s one of the first things they’ll see when they search your name.

So, how do you know if social media is a good idea for your business? It’s usually worth your time if your work has visual results, like hairdressing, renovations, landscaping, pet grooming, or any service that’s easier to trust when people can see what you do. 

Start by picking one platform where your audience is likely to already be. For example, if you offer services like healthcare, accounting, or consulting, Instagram might not be the right fit, but LinkedIn could be a better option.

Try posting once or twice a week and share simple things like before-and-afters, helpful tips, or behind-the-scenes content. Also reply to comments and messages when you get them, and make sure all your business details are up to date.

In short: Social media isn’t about going viral. It’s about showing that your business is active, does great work, and is trustworthy.

How to take action

When you begin to bring your business online, you don’t need to be everywhere at once. Simply start with these three steps.

• Set up your Google Business Profile
• Add your business to 2–3 trusted directories
• Choose one social media platform if it fits your business

Once you’ve done that, you can decide if you’re ready to build a website or keep focusing on showing up in search through free tools like GBP, directories, or social media.

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