Aim for Consistent Reputation Building

Gaining new business is rarely easy, especially when you’re just starting out.

However, having a robust online presence can help substantially. That’s because a positive online reputation attracts clients naturally. Google search results filled with positive links draw in prospective buyers.

People aren’t just concerned about credibility either. They seek answers when they search online for information tied to you and your business.

In particular, they want to know: Can I trust them?

If they then notice that articles, blog posts, interviews, social media profiles and videos linked back to you fill the first page of their search results, they’re more likely to hire you over a competitor. This is why online reputation management has to be a priority. If minimal or scant results appear in return, potential clients may wonder whether you and/or your business are inactive, uncaring or negligent when it comes to maintaining both a web presence and close business connections. 

A Poor Reputation Drives People Away

Worse still? If their search results yield negative links or poor reviews, that potential client will swiftly move on and find someone else to help them. In all cases, the best “in person” recommendations a prospect may have received—perhaps from a friend or a colleague of yours—become immaterial.

The reason is simple, though it may not seem obvious: The essence of any good working relationship (and, therefore, online reputation) is trust.

In the end: Can they trust you?

When it comes to any online reputation, the bad always outweighs the good. You can fix “the bad” and get others to fixate more on “the good” by constantly and consistently building a better reputation online. 

Common Questions People Ask Before Working with You

It helps by addressing a series of questions potential clients typically ask themselves when they’re entering business partnerships.

Questions people usually ask are questions I ask myself when I’m approaching a new venture. I encourage you to do the same:

• Are these people trustworthy?
• Who else have they worked with?
• Do they offer a guarantee of any sort?
• Have they been in business for very long?
• Where do I find examples of their successes?
• Can they solve my problems and will I see results?
• Is what they offer a good value or will they overcharge me?
• Do they understand my issue well enough to give me sound advice?

Your online reputation needs to address and answer each of these questions thoroughly.

What Is Online Reputation Management?

Let’s explore what online reputation management is and why it’s important.

Everything that appears in Google and similar search engine or inquiry platform results (i.e., blogs, articles, videos, reviews) works together to comprise your web reputation.

Since this is what online consumers see first, it’s crucial to get this right. Keep in mind that, as was cited in this book’s introduction, Statista research from 2024 showed that Google alone holds about 82% of the global search-market share.

Focus on Being Trustworthy

Reputation management also involves tracking your social media posts or activity and tangential but related areas such as search engine optimization (SEO), various forms of media and print products.

As you can see, this encompasses much more than simply customer reviews. Trust is a key concept here. A well-crafted online presence needs to convey a tone that helps confirm that you’re the right person to work with. It needs to reassure others that:

• You’re friendly.
• You’re professional.
• -&- You’re experienced.

On the whole? It needs to convince them that you’re trustworthy. Compelling online content is what substantiates confidence. Everything attributed or attributable to you—from articles and presentations to white papers and videos (not to mention your business website)—needs to drive this point home.