When it’s time for you to enhance your online presence, consistency is the key. This applies to both information and look and feel on the various websites where your business will appear. Here are 3 ways you can ensure a consistent online presence for your business.
1) Directories – confirm that your business name, contact information, and description are consistent across any directories where your business appears. This includes your local profile on the major search engines (Google, Yahoo, and Bing), your profile on popular consumer and business directories (Yelp, CitySearch, Merchant Circle, Manta, HotFrog), and your profiles on any industry-specific directories (HealthGrades). The easiest way to figure out if a directory has information about your business is to perform a search on your business name. Claim your profiles on each of the directories so you can create a consistent message.
2) Your Website and Landing Pages – your website is your primary online asset so should be the anchor of your online presence. In most cases, you only need one website that describes who you are, what services you provide, and how you can help.
Your landing pages should look like your website, but will have specific purposes. Frequently, a landing page will contain a form that a prospect can complete in order to download an ebook, view a video, or register for a webinar. Having landing pages that look like your main website further reinforces your consistent online presence.
3) Social Media Profiles – each social media site has varying degrees of customization capability, but most allow you to represent your business with a small image. This should be your company logo or some consistent image that clearly represents your business. Make sure your description and contact information is the same on all sites.
On Facebook, you also have the ability to create custom tabs on your page where you can use elements from your website to further brand your Facebook presence. On Twitter, you can create custom backgrounds where you can include more detail than in the regular Twitter profile. For example, the Accelerated Online profile uses a custom background on Twitter.
Consistency online is critical because you want to eliminate confusion or doubt as much as possible for your prospects. They should be able to easily tell it’s you whether they arrive at your business online through a directory, a landing page, or a social media site.