Getting Online: Building a Digital Presence for Your Lawrence Business

If a Lawrence resident searches for what you sell and your business doesn't show up, you've effectively lost that customer before the conversation ever started. For small and new businesses, a basic digital presence isn't a luxury — it's one of the most cost-effective tools you have for reaching people who are already looking for you.

The good news is that getting started doesn't require a big budget or technical expertise. Here's how to build a solid foundation.

Start with the Shop Lawrence Directory

The most immediate step for any Lawrence business is getting listed in the Shop Lawrence business directory at locallawrence.com. The listing is free, it's maintained by the Township's Business and Economic Growth Committee, and it puts your business in front of residents who are specifically looking to spend locally.

To add or claim your listing, visit locallawrence.com/suggest-a-business. This should be the first thing you do — it takes only a few minutes and immediately connects you with the local audience most likely to become your customers.

Claim Your Google Business Profile

A Google Business Profile (formerly Google My Business) is free and arguably the single most important digital asset for a local business. When someone searches for your business name, or searches for the type of business you are in Lawrence, your profile is what shows up in the map results and the information panel on the right side of the screen.

A complete profile includes your address, hours, phone number, website, photos, and customer reviews. Businesses with complete, accurate profiles rank higher in local search results and get significantly more clicks than businesses with missing or outdated information. If you haven't claimed your profile yet, go to business.google.com to get started.

Make Sure Your Business Is Listed Consistently

Beyond Google, your business information may appear on Yelp, Apple Maps, Bing, and a range of other directories and review platforms. What matters most is consistency: your business name, address, and phone number should be identical across every platform. Inconsistencies confuse both customers and search engines, and can hurt your visibility in local search results.

Take an hour to search for your business on the major platforms and correct any discrepancies you find.

Build a Simple Website

You don't need a complex website to establish credibility online. A clean, functional site that clearly communicates who you are, what you offer, where you're located, and how to reach you is enough to start. Make sure it works well on a mobile phone — with 94% of Lawrence households owning a computer and 89% having broadband internet, residents are looking you up on multiple devices.

If a full website feels like too much right now, a well-maintained Google Business Profile and a Shop Lawrence listing will carry you until you're ready.

Use Social Media Thoughtfully

Social media can be a powerful tool for local businesses, but only if you're actually going to use it. A Facebook page or Instagram account that hasn't been updated in eight months signals to potential customers that the business may not be active or attentive. It's better to be present on one platform you'll actually maintain than scattered across several you'll ignore.

For most Lawrence small businesses, Facebook remains the most practical platform for reaching a local adult audience. Instagram works well for businesses with a strong visual element — restaurants, retail, personal services. Post regularly, respond to comments and messages promptly, and use local hashtags and location tags to extend your reach.

Connect Your Online Presence to Township Resources

Lawrence Township is actively working to make it easier for businesses to be found and for residents to discover them. The Committee's technology advocacy includes the Shop Lawrence website, the business directory, and future tools like AI-powered resources to help residents navigate zoning and business documents. Staying connected to these initiatives means your business benefits as those tools develop.

The Community Aide is also a resource here. If you're unsure how to get listed, how to engage with the Shop Lawrence campaign online, or how to make the most of the Township's digital resources, reach out directly.

To get listed in the Shop Lawrence directory or learn more about the Township's digital business resources, apply online. Browse the directory at locallawrence.com.