Being a small business owner can feel like spinning a hundred plates at once, whilst blindfolded, during a power cut. You’re wrangling orders, sorting suppliers, dreaming up that killer marketing campaign… and then someone tells you that you also need to master improving your online presence to help you be found and drive sales.

Don’t panic! Toyin, founder of Onwards and Up, your friendly neighbourhood Creative Business Support Consultant, is here. I’ll demystify how to improve this with a selection of free digital tools that sound technical but can genuinely transform your business. In this blog, we’ll break it all down, providing you with some instant tools to improve your online presence, with lots of light-hearted, practical tips.

Google Business Profile: Your (Free!) Ticket to Local Fame

What Exactly Is a Google Business Profile?
Think of your Google Business Profile (formerly known as Google My Business) as your digital storefront. It’s that magical box of info that pops up when someone Googles your business or searches for “best [your service] near me” on Google Maps. You can showcase your business name, address, phone, website, opening hours, photos, customer reviews, offers, you name it.

Why Should You Care?

Show Up Where It Counts: Your profile appears in local search results and on Google Maps, putting you right in front of people who are actually ready to buy.
Build Trust Instantly: Verified listings and glowing reviews = instant credibility. People trust what others say.
Drive More Action: With a slick profile, you’ll see more website visits, more phone calls, and more feet through your door (or clicks to your shop).
Show Off What Makes You Special: Post your latest offers, show off your products, and share updates, all in one spot.
Boost Your SEO: Google loves a well-optimised profile. You’ll climb those search rankings without paying a penny.
Get Insights Galore: See how people find you, what they searched for, and what actions they took, so you can tweak your marketing with confidence.
It’s Completely Free: No catch, no hidden fees. Just pure marketing muscle for small businesses.

Top Tips for Optimising Your Profile:

Fill out every detail (especially your business category and hours)
Add fresh, high-quality photos regularly
Reply to reviews (yes, even those 1-star ones!)
Post updates and offers to keep it alive, not abandoned

Google Search Console: Your Secret Weapon for Website Success

What Is Google Search Console?
Google Search Console (GSC) is like having X-ray vision for your website. It tells you how Google sees your site, what people search to find you, and what might be holding you back from online stardom.

How Does It Help Small Businesses?

See What’s Working: Find out which search terms bring people to your site, and which pages are your secret stars.
Spot Missed Opportunities: See where you appear in search results but aren’t getting clicks, then polish those pages.
Fix Website Wobbles: Get alerts about dodgy links, mobile issues, or pages that aren’t being indexed.
Track Your Progress: Measure clicks, impressions, and rankings over time. No more guessing if your SEO is working!
Get Discovered Faster: Submit new pages or blogs for speedy indexing.
Mobile Matters: Check if your site is mobile-friendly (which is an absolute must these days).
Backlink Checker: See who’s linking to you, and plan how to earn even more of those golden referrals.
Stay Safe: Be first to know if Google spots security issues or penalties.
Easy and Free: No technical background needed, just a few clicks and you’re in.

How to Use It Like a Pro:

Check your Performance report weekly: see top queries, best pages, and where you can improve.
Fix indexing and crawl issues promptly.
Monitor Core Web Vitals for site speed and user experience.
Keep an eye on backlinks and internal links.
Regularly request indexing for new or significantly updated content.

Backlinks: The Not-So-Secret Sauce for Ranking Higher

What Is A Backlink?
A backlink is simply another website linking to yours. Google treats each one as a little vote of confidence. The more quality backlinks you have, the more trustworthy and authoritative your site appears, which means higher rankings and more eyes on your brand.

Why Backlinks Matter (Especially for Small Businesses)

Climb the Google Ladder: More high-quality backlinks = higher search rankings.
Send Referral Traffic: Get visitors straight from the sites that mention you.
Build Instant Trust: If local press, industry blogs, or partners link to you, new customers trust you faster.
Ace Local SEO: Local directories and neighbourhood blogs boost your profile in “near me” searches.
Networking Wins: Building backlinks means building relationships, which often brings even more business opportunities!

How to Start Building Backlinks:

Easy Wins First: List your business on Google, Yelp, Yellow Pages, local directories, and industry associations. Consistency is key; make sure your business details match everywhere.
Create Link-Worthy Content: Write local guides, answer FAQs, or share case studies and insights. People love linking to useful resources.
Reach Out and Collaborate: Partner with fellow businesses, pitch stories to local press, or guest blog for others in your field.
Get Social: Social media profiles, Q&A forums, and platforms like HARO can all drive referral traffic and build brand visibility.
Monitor and Maintain: Use Google Search Console to track new backlinks, and politely ask anyone who mentions you to add a link if they haven’t already.

Example: A handmade jewellery brand lands a feature in a national magazine’s gift guide, gets a review from a local influencer, and writes a guest blog for a wedding site. Suddenly, their Google ranking (and enquiries) soar.

Instagram Optimisation: More Than Just Pretty Pictures

Why Your Instagram Profile Matters
Instagram is often the very first place a new customer checks you out. A half-hearted, blurry, or confusing profile? Pass. A slick, engaging, and optimised one? People follow, trust, and buy.

How to Make Your Profile Work Harder:

First Impressions Count: Use a clear, professional photo (logo or founder), have a punchy bio, and highlight your USPs.
Get Found: Sprinkle in relevant keywords (e.g., “London jewellery designer”) to help you appear in search.
Drive Traffic: Use a tool like Linktree (more on that below) to pack all your key links into your bio.
Consistent Branding: From your profile photo to your highlights, keep colours, fonts, and tone uniform, so you’re instantly recognisable.
Encourage Engagement: Use clear calls-to-action (“DM to order”, “Tag us in your pics”) and value-driven bios.
Convert Followers: With Instagram Shopping, product tags, and clickable links, make it easy for people to buy or book.

Switch to a Business or Creator Account
If you’re still using a personal account, you’re missing a trick. Business and Creator accounts unlock:

Analytics (see who’s visiting, what works, and when to post)
Contact buttons (call, email, directions)
Instagram Shopping (tag your products in posts and stories)
Promotions and targeted ads
Greater credibility in your niche

Linktree: Your One-Link-Does-It-All Solution

What Is Linktree (and Why Do You Need It)?
Instagram only lets you have one link in your bio. Enter Linktree: a free tool that creates a mini landing page where you can list all your important links, shop, booking, blog, offers, socials, you name it.

Why It’s Brilliant for Small Businesses:

Multiple Links, One Bio: No more swapping links every time you launch something new.
Drives Sales and Bookings: Customers can go straight to what they want, fast.
Easy to Update: In the middle of a product launch or flash sale? Just add a new link!
Track Your Results: See what your audience clicks most.
Custom Branding: Paid plans let you match Linktree to your brand's look.
Integrations: Collect email signups, embed videos, and more.
Affordable: Free for the basics, a few pounds a month for the fancy stuff.

Let’s Wrap It Up: Digital Doesn’t Have to Be Daunting

So there you have it, the truth is, you don’t need a massive marketing budget or a PhD in SEO to get your business visible online. With a well-optimised Google Business Profile, a bit of backlink-building savvy, and a cracking Instagram presence (plus a Linktree link for good measure), you’ll be miles ahead of most local competitors. As well as building credibility and SEO equity with online search engines.

Still feeling overwhelmed? Don’t be shy, Onwards and Up is all about making business growth feel doable, not daunting. Whether you’re a solo founder or a growing team, there’s always a way to make these digital tools work for you, not the other way round.

Check out some of our free resources to support your business on your business growth journey.

Sign up for our mailing list to receive monthly business tips and opportunities - Join the How to Community

5 Free Tools to Improve Your Online Presence