5 Overlooked Marketing Basics That Are Costing You Trust, Clients, and Visibility
While 70–80% of my client work is centered around messaging - getting clear on what you do, who you help, and how to say it in a way that feels honest and aligned - there’s a consistent pattern I see in those early stages of working together.
It’s not your offer, your niche, or even your website copy (yet).
It’s that you’re hiding in plain sight.
There’s a whole category of low-hanging fruit that most businesses skip. These are simple, often free, credibility-builders that quietly work behind the scenes for your business - but only if you’ve set them up right.
Before you launch your next campaign or overhaul your entire website, I beg of you, start here!
But First, Why Does This Matter?
Even if most of your clients come through referrals, those referrals are still doing their homework. They’re looking you up, checking to see if your vibe matches your offer, and trying to figure out if you're someone they can trust - before they fill out a form or book a call.
Your digital presence is often the first impression people get of your business, and in many cases, it’s the only one you’ll get to make.
The good news is that most of what I'm sharing below is completely free. It also doesn’t take a ton of time to update, but it has the power to work for you behind the scenes - building trust, creating consistency, and giving people more reasons to say yes.
1. Your Google Business Profile
Let me say this louder for the people in the back: if you haven’t claimed your Google listing, do that today! This is one of the easiest ways to show up in search results without paying for ads. It’s how strangers confirm you’re legit, and how referrals do their pre-stalk before reaching out.
Add clear photos (of you, your work, your space)
Use simple keywords in your description (the words and phrases people would actually use when searching for any of your services).
Keep your hours and contact info up to date
Ask for reviews regularly
Pro tip: Even if you think your profile is fine, Google loves fresh content - even uploading one new photo a month to your profile keeps your listing active.
2. Your Apple Maps Listing
If you have a physical location or serve a specific area, you need to claim your Apple Business Connect listing. Many iPhone users (hi!) are searching there by default. And if your customer is trying to drive to your location and you don’t exist in Apple Maps? Instant frustration.
Claim your Apple Business Connect listing and make sure it mirrors your Google Business Profile info exactly. Matching hours, categories, and address formatting matters big time for both customers and search engines.
Pro Tip: Add a real cover photo and logo if possible. Otherwise, Apple may default to what exists elsewhere. Create the most inviting presentation possible for people searching.
3. Your Social Media Bios
I don’t subscribe to the idea of being everywhere just for the sake of it. But where you do show up, make sure you’re clearly communicating what you do and who you help. Your social bio is your opportunity to invite people in, and make sure they understand what you can do for them.
Add a one-liner that clearly explains what you do and who you serve.
Add links to send people to your offers or booking form. In addition to your website address, if you have any regular calls to action in your posts (ex. get my newsletter or schedule an appointment), make sure the direct links to those actions are in your bio.
Pin 2–3 posts to the top of your feed that show your work, your story, or testimonials. This is especially important if you don’t post often.
Make sure your hours and location are up to date (and match that same information everywhere else online!)
4. Your Yelp (or Other Industry-Specific) Listings
Even if you don’t use Yelp, it might already be using you! Many businesses have a Yelp page floating around, collecting reviews, with outdated info... and zero owner involvement.
Even if your leads don’t come from Yelp, showing up in these directories helps with Google search rankings and builds credibility.
Claim your page
Fill in every field: description, hours, services, contact, and so on. Be sure to use appropriate categories and keywords (think about what people might be searching into Yelp).
Add a few photos (bonus if they’re before/afters). Note: Yelp users can upload photos - don’t let those become the default photos for your brand!
Respond to reviews—even old ones
This isn’t just about being found - it’s about looking like a business someone can trust.
Industry-Specific Listings to Also Claim:
Realtors: Zillow and Realtor.com
Coaches and consultants: Alignable and LinkedIn
Tradespeople and contractors: Houzz and Angi
These platforms often rank high in search results, so even if you're not actively using them, showing up with a polished, accurate profile helps you appear established and trustworthy.
5. Your Website or Link Hub
Your website doesn’t need to be fancy. It just needs to be clear. Whether it’s a full site or a one-page link hub, it should answer these three questions in 10 seconds or less:
What do you do?
Who do you help?
What should I do next?
Bonus points: Make sure it’s mobile-friendly, add a clear call to action (book now, contact me, etc.), and even if you’re still “working on your site,” create a temporary landing page that still does the job.
Final Thoughts for Empaths in Business
You don’t need to be everywhere online - but it’s worth showing up fully in the places people are already looking. The five things listed above not be shiny or sexy, but they quietly build trust, visibility, and legitimacy behind the scenes. And that frees you up to focus on the deeper stuff, like your message, your mission, and the real impact you’re here to make!
Need Help Getting Set Up?
If this checklist has you realizing you've got a few digital cobwebs to clear, I offer quick, personalized audits to help you clean up your online presence and start showing up in all the right places (without the overwhelm). Let’s chat about what’s missing and what small changes could make a big impact! At just $125, it’s a low budget, easy lift that makes a HUGE difference! Book Now
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