Is Your Online Presence Telling People You're Closed?
A while back, I sat down with a business owner who told me things had slowed down. After we talked for a bit, I asked him what I ask almost everyone I meet with:
"What does your online presence look like right now?"
We took a look at everything together and found why his online presence wasn’t working for him.
His website was still promoting services he had stopped offering.
The photos were years old or missing entirely.
His Facebook page hadn't been posted to since 2025, and that was his only social media account. We're well into 2026 now, yikes!
I told him that if I had found that page as a potential customer, I would have assumed the business was probably closed and moved on.
What Customers See When They Find You
When someone finds your business online for the first time, they have no history with you. They aren’t going to call a neighbour or ask around to see if your business is still around.
A social media page with no recent posts suggests you might not be in business anymore.
Customers time is limited and they will likely move on when they see an outdated page. You can't assume someone knows you're open if there's nothing current online to show for it.
You Don't Have to Post Every Day
The good news is that you don't need to post every single day to stay visible. I've written about posting every day before, and I'll say it again here. What matters is showing SOME sign of activity.
A recent photo or a quick update about your hours both do the job. A note about what you're working on right now works too. Those things tell the people who find you: we're open, and we want to hear from you.
One more thing about how platforms work: when you post on Facebook or Instagram, your audience doesn't always see it the same day. Someone might see your content two or three days later. So even if you post a couple of times a week, your audience may feel like you're showing up more often than that.
Think About It From Your Customer's Side
Try to think of it from your customer’s point of view. You're looking for a contractor for a project at your house. You find two businesses online. One has a website with recent photos and updated services. The other has a 2022 services page and no social media activity in over a year.
Which one do you call?!
Most people call the one that looks like it's still in business. The other business may be equally good, but potential customers won't wait around when they're not sure. Customers are not going to give you the benefit of the doubt when there's someone else out there who clearly looks open and ready to help.
This is true for any small business, whether you work in services, retail, or tourism. If your online presence looks like you've stepped away, people will find someone who hasn't.
Small Updates Make a BIG Difference
You don't need a full website overhaul to fix this. A few targeted updates done consistently make more of a difference than you'd expect. Here is where to start:
Swap out your profile photo if it's more than a couple of years old.
Check your website and remove anything you no longer offer.
Post about what you're currently working on, even if it's brief.
Update your Facebook business hours if they've changed.
Share a behind-the-scenes moment or a recent customer story.
None of those things take long. Most take less time than reading this post. But they each tell the same thing to anyone who finds you: this business is active, and this business is worth reaching out to.
Your Presence Should Reflect Where You Are Right Now
The business owner I mentioned at the start was struggling because his online presence hadn't kept up with him, and potential customers had no way of knowing he was still there and still working.
Keeping your presence current doesn't need to be complicated, right? A few updates here and there are enough to keep your business looking active to the people who are out there looking for exactly what you offer.
If you're not sure where your online presence stands, or if your social media has gotten away from you, I'd love to help. At KA Social Media, I work with business owners to figure out what's working, what needs updating, and how to build a plan that actually fits their schedule.