Boss Lady

7 Mistakes to avoid when it comes to the online side of your business


Running a business is hard, and getting it ‘right’ is even harder. However, when it comes to the online portion of your business, getting it right is crucial. Not only is your online presence ‘the face’ of your business, it’s also your customers first point of call when learning about your business, what you do and what you stand for.

Having run Product of the Year (POY), a consumer voted awards program, for nearly 11 years, Director Sarah Connelly is an expert about online business. POY knows that busy women rely on online businesses delivering quality and authenticity. Here, she shares the 7 key mistakes to avoid when it comes to the online side of your business:

  1. Running a business you’re not passionate about

Operating a business takes time, and a lot of it. Working around the clock, including early mornings, late nights and weekends is a given, especially in the first few years. So, make sure it’s something you’re passionate about, otherwise you simply won’t want to put the hours in.

  1. Not keeping up to date with technology

Arguably the most important part of online is keeping up with the many and fast changes and improvements in technology. Make sure you, or someone on your team, is across tech developments to ensure you always stay one step ahead of the game!

  1. Not making the customer journey simple

I strongly believe that to get people to spend money, you need to make it easy for them. Things like ensuring your site is completely optimised and all aspects of the online business are accessible on all platforms are really important elements when it comes to your customer wanting to return again and again.

  1. Not outsourcing where possible

When it comes to online, there is always so much to be done and anything worth doing, is worth doing well. As you can’t possibly be an expert in every space, make sure to outsource where you can so you’re a) not overrun and b) creating the very best online presence you can.

  1. Not solving a problem

Consumers are often time-poor and as such your offering needs to be solving a problem for them. Make sure that it’s clear from the second they head to your website or social channels how you’re making their lives easier in order to stand out from the competition.

  1. Failing to acknowledge the competition

What online content is your competition producing that you’re not? Are there any key areas that they are missing that you can fill? Doing a competitor audit is a great way to see where there are gaps with your competition’s online offering that you can take over to set yourself apart.

  1. Not bothering with online marketing

Online marketing, such as social media, display advertising, PR and search engine optimisation are key to your online success. Make sure you have a great online marketer on your team to ensure you’re getting your company’s message out there loud and clear!

8. Cyber protection

Most businesses overlook the importance of cyber insurance to protect their digital assets. In May 2017, a global cyber attack crippled the NHS, impacted shipping giant FedEx and infected computers in 150 countries. Cyber insurance is designed to offer protection from any cyber risks that potentially could damage your business and its reputation. Examples include data recovery following a hardware failure or even a data breach. 

About Sarah Connelly'

Sarah Connelly is the director of Product of the Year (POY), the world’s largest consumer-voted award for product innovation and currently operates in over 40 countries with the same purpose: to guide consumers to the best products in their market and reward manufacturers for quality and innovation.

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