The 2 Biggest Marketing Challenges for Online Businesses

You probably are struggling with these too!

As a marketing agency owner, I see the same two struggles come up again and again for small business owners (though a lot of times they don't realize that this is their problem):

1. Getting seen online.

2. Turning that visibility into actual conversions and bookings.

The good news? Both challenges are solvable if you approach them with the right strategy.

Let’s break it down...

The 2 Pain Points -

1. Getting Seen: Building Visibility

You can have the best product or service in the world, but if no one knows you exist, you won’t grow. Having a website alone isn't a strategy in itself. No one is going to see it without the right game plan. Visibility is the first hurdle.

Here’s what you should be focusing on:

• Optimize your website for search engines (SEO). I always say - your website is your digital storefront. It's the first point of your online presence. Make sure it’s set up with strong SEO so people searching for what you do can actually find you. Both on Google and for AI search results. If you're wondering what the heck SEO is - start HERE.

  
  

• Leverage Google Business Profile. Google Business Profiles are FREE real estate online. You need to be taking advantage of this tool. Updating your profile regularly with posts, photos, and offers helps you show up in Google Maps and local searches.

  
  

• Create consistent content.  Especially with the world of AI emerging, blog posts, social media, and email newsletters all help you stay top of mind and are the easiest way to get found. Fresh content also builds trust, shows people your expertise, and gives Google more reasons to index your site.

  
  

• Use ads strategically. Paid ads on Google or social media can give you a visibility boost while your organic efforts grow. The trick is pairing ads with SEO so you’re not overspending on traffic you could also earn organically.

  
  

• Pursue PR opportunities. Pitch yourself to podcasts in your industry, contribute guest blogs, or share your expertise with local media. Every feature or collaboration increases your reach, authority, and credibility.

1. Getting Conversions: Turning Traffic to Sales

Visibility alone won’t pay the bills. Once people find you, the next step is converting them into leads, clients, or customers. The easiest way to do this is to get them to scroll, click, and give you their information.

Here’s where to focus:

• Make your website conversion-friendly. Your website should guide people toward action. Clear calls to action, simple navigation, 1-step booking, and mobile-friendly design are non-negotiables.

  
  

• Build trust through reviews and testimonials. Social proof is a powerful tool. Showcase client results, reviews, and case studies, and highlight any media or podcast appearances. These add authority and make new visitors feel confident choosing you.

• Simplify your booking or inquiry process. If it takes more than a few clicks to contact you or book, you’ll lose potential clients.

  
  

• Nurture leads through email. Not everyone is ready to buy on day one (in fact, most people won't!) Automated email workflows, lead magnets, and regular newsletters keep you connected and warm up potential clients over time.

  
  

• Use ads to re-engage interested leads. Conversion-focused campaigns, like retargeting ads, bring back people who visited your site but didn’t book. These are some of the highest ROI ads you can run.

  
  

• Track and test. Use analytics to see what’s working. Which pages are converting? Where are people dropping off? Small tweaks to headlines, forms, or CTAs can make a big difference.

THE BOTTOM LINE

Getting seen and getting conversions are two sides of the same coin. Visibility without conversions wastes energy, and conversions without visibility won’t scale. The magic happens when you work on both marketing strategies together.

Keep Growing -

Michelle Johnson

Owner, CEO, and Chief Marketing Guru of Slow Burn Marketing Co.

Michelle Johnson is a small business marketing strategist and the founder of Slow Burn Marketing Co., a boutique marketing and website agency based in Salt Lake City, Utah. With 15 years of corporate marketing experience, Michelle now channels that expertise into helping service-based business owners build websites that are beautiful, strategic, and built to grow, as well as marketing management and seo services.

Michelle is especially passionate about working with small business owners who are great at what they do but don't have the time, tools, or team to market themselves the way they deserve. If you're looking for a marketing partner who brings strategy, creativity, and real accountability to the table — you've found her.

Based in Salt Lake City and serving clients nationwide.