Promotion Strategies for a Small Business Website

What a Cheap Website Really Costs You
March 1, 2018
OK GOOGLE: How Can I Optimize for Voice Search?
March 29, 2018

Promotion Strategies for a Small Business Website

Website Promotion Is An Essential Part Of Developing Your Small Business’s Online Presence

You’ve done the hard work and put in the hours to create your company website. Now you face the challenge of attracting visitors to it. After all, what use is a website if no one ever sees it?

Your efforts to promote your small business website will interest more visitors when you use a combination of different methods. As the saying goes: don’t put all your eggs in one basket.

We did our homework and read what the experts had to say about promoting a small business website. Based on their advice and what we know, here’s a list of the best ways to promote your website.


 Search engine optimization has to be number one on this list.  If Google can’t find your website, no one else will find it either.

Search engine optimization is the process of making changes to your website design and content to make it more “findable” for Google. These changes include:

  • making your website more search engine friendly
  • speeding up your site
  • making sure your site is well organized and easy to navigate
  • using keywords in your titles, subheadings, images and text
  • writing content that others will link to

Your SEO efforts will move you up the list on Google’s search engine results pages (SERPs), which gets more visitors to your site.

Reputable Backlinks

By having other websites link to your site, i.e., backlink, you demonstrate to Google your website is authentic and trusted as a resource. Search engines look at how many backlinks you attract as a way of determining whether your site content is trustworthy.

Different ways to build backlinks include:

  • submitting your site to directories (more on this below)
  • guest blogging on other websites
  • asking vendors to link to your website
  • Getting links from associations and industry groups you’re associated with (think NKBA)
  • Seeing where your competitors are getting back links and use that info to get links from the same sites

The best way to get back links is simple: create content that people will want to link to.

Content Marketing

Having valuable and relevant content on your website can work to develop and nurture relationships with your prospects. Further, you build credibility and trust and establish yourself as an authoritative source. Make your articles helpful and informative and include plenty of keywords in the content.

Long (more than 1000 words) articles or blogs that provides answers to consumer questions receive more “shares” and “likes” and attract backlinks from sites you want to notice your website.

Social Media

Look to Facebook and Twitter (with one billion users each), Pinterest, Instagram and LinkedIn as ideal places to promote your site. Be sure to provide links to your homepage or other website pages in your posts.

By joining a few groups on LinkedIn that are relevant to you and your company, such as an alumni society from your high school or college, you can send group members messages about your business and its website and attract a new group of visitors to your site. Just don’t be spammy!

In addition to posting updates from your business, you can share your content, like links to blogs. You can also post links to third-party content that you think your audience will find valuable. The better you become at developing content that appeals to your prospects, the more likes, comments, and shares you’ll get and the more your website traffic will increase.

Business YouTube Channel

YouTube is unique because it’s a video hosting site, a social network, and a search engine. Approximately 1 billion people use YouTube every month. That fact, combined with the enormous popularity of video, makes YouTube a natural venue for promoting your website.

Include a call-to-action that tells viewers exactly where to go (your website), how to do it (link), and why to do it (free content, contest, etc.) once they’ve finished watching your video.

Email Marketing

 There are two ways to use email to generate traffic.

  1. Every email should have a website link included in your signature.
  2. Set up an email marketing campaign. Use a program like Constant Contact, Mail Chimp or Active Campaign that offers email marketing tools perfect for small businesses. You can use their templates, list building tools and email tracking to create effective email marketing campaigns to meet your business goals; i.e., drive traffic to your website.

Paid Advertising

Pay-per-click Google AdWords can bring the right kind of prospects to your website. Google offers advertising through Google AdWords or Google Display Network that displays ads on relevant websites. Both types of Google ads can boost your visibility online and bring more visitors to your site. PPC advertising isn’t free, but it usually leads to a good ROI.

Social media ads can also be used to drive homeowners to your website. Facebook, Pinterest and Instagram offer sophisticated ad targeting features. You can target people from a specific location, friends of your current friends, their ages, professions and interests. Then deliver tailored ad content to these ideal prospects that encourages them to visit your site.

Authoritative Business Directories

 Millions of people visit business directories every month; these sites can serve as powerful tools for website promotion. An account on Yelp or BBB  beefs up your chances of appearing in search engine results.  You can create a profile, post pictures and keep track of customer reviews — all for free – on these helpful directory sites.

Google My Business

If your business is local, submit your site to Google My Business. The best part of the Google My Business page is how the information is displayed: it shows up right above the rest of the normal search result information, giving your business a larger online presence. Google even provides directions to your location and posts your website prominently.

Create a Digital Newsletter

Newsletters are a perfect way for your content to go directly into customers’ and prospects’ mailboxes and are a great way to promote your website.


Building your reputation and influence is an important part of attracting visitors to your website. Using old-school public relations, you can show the world you’re an expert in your industry and build your credibility. By serving as a source in articles, you’ll get a backlink to your website. Plus, when you’re mentioned in print, people tend to trust you more.

Printed Promotion

 Your website address should be on every piece of paper you give out. It doesn’t matter whether it’s a receipt, a flyer, a letter, your business card or any other communication.

T-shirts, etc.

To get your website address seen by lots of people, think old school: t-shirts, keyrings, pens and pencils, mugs… the list is long. Just be sure to select something that reflects your business image – don’t be cheesy and/or cheap. That is NOT the message you are trying to send.

This post has covered a variety of ways to promote your small business website. Methods like search engine optimization and social media are vital for online success and are non-negotiable; the other methods will round out your website promotional efforts. To succeed, you should try as many ways as possible.

Sources for further reading: