In an increasingly digital world, having an online presence is a non-negotiable for businesses in any industry, but as a small business or sole trader, keeping up or even getting started, can be a challenge. Recent IONOS research revealed the digitalisation barriers facing small businesses, including cost, lack of time and lack of know-how.
From identifying your target audience to stocking an e-commerce store, not forgetting designing the website itself, there are so many factors to consider when taking the steps to set up online. With this, comes common mistakes and stumbling blocks. Patrick Schaudel, VP at IONOS, discusses how mastering your online presence can be made much simpler by dividing it into sections and using the right tools.
Finding the perfect domain
Domain names can massively vary, and there are many aspects to consider when looking for the right one to suit the company or project. Small business owners should make a decision with confidence, particularly as they know what suits their business best and select one that supports their goals. Domains are best known for having international endings, so it’s best to pick one that suits the company needs, whether it’s .com or .co.uk for a general site in the UK, .info for an information site or .store for a sales platform.
It’s not just an online platform that domains are useful for, so business owners should also think about the long-term usage. Domains can be used for various online services including email, websites and for brand protection and they help provide independence and control over your online presence. Do make sure to avoid any trademarks or protected names.
Similarly, it’s important to register an address with several endings as this will prevent someone else from using a similar domain and causing confusion for customers.
Creating and maintaining a website
Once a domain has been decided, owners should consider which platform to use to create their website. The choice depends on individual needs, the desired complexity of the website and personal commitment. For beginners, content management systems (CMS) such as WordPress or website builders are popular options, though it is important to consider whether the website needs an e-commerce store system if you will be selling products online.
Website builders offer an effective way to create and maintain a professional website, even without prior knowledge. Small businesses can concentrate fully on the design and structure of the website, while the hosting provider takes care of the technical side of things. Meaning owners do not need to become experts in coding and website building to create a successful platform. Many builders now include the help of AI, for example by automatically generating the navigation structure with the corresponding pages and texts.
Once the website is created, it then requires regular maintenance and should always be kept up to date. This is essential but needn’t be a heavy lift. Creating regular backups and ensuring software updates are carried out enhance the security of the website and prevent any future issues from occurring.
Obligations and the important parts
There are a few requirements for small businesses when setting up a website to make it ‘legally compliant’. Including an imprint and a privacy policy on the website are required by law, and there are free templates available online for this. Another major factor is the EU’s General Data Protection Regulation (GDPR) and the UK’s equivalent, meaning small businesses must take special care when handling personal data. There are consumer protection regulations too, such as the right of withdrawal, which must be observed by anyone who wants to operate an online store.
Copyright infringements is one to avoid as they can become unpleasant and expensive to resolve, so owners must be wary of using images and text straight from the internet. A good alternative to this is using AI-generated content, integrated image databases and license-free images. All these elements can seem complicated or overwhelming, but there are many online guides, including from IONOS, which can help ensure the website adheres to the correct requirements.
Setting up an online presence, without any prior knowledge, can seem daunting for small business owners, though it is achievable once it is broken down into the key requirements. Approaching it one step at a time, knowing the importance behind an appropriate domain name and understanding how to make the website legally compliant, can lead to a successful online presence. Taking this time to learn how to set up the website will make it easier for small businesses to maintain – and master – their online presence and onward digitalisation journeys.