Launching a flexible workspace in Broughty Ferry has taught me a lot. After years working in residential property, I was surprised by how different the commercial property market can be. Everyone needs somewhere to live, but not everyone needs a private office, meeting room or coworking desk. That means attracting customers often requires a much more proactive approach.
It's been a steep learning curve, but with support from local specialists and plenty of trial and error, I've picked up a few practical lessons that can help other local businesses improve their online visibility without spending a fortune.
Here are five things Dundee businesses can do today, completely free of charge.
1. Optimise Your Google Business Profile
If you're a local business serving customers in Dundee, a Google Business Profile is one of the most valuable free marketing tools available.
When someone searches for a service "near me" or looks for businesses in their area, your Google profile can often appear before your website. A well-maintained profile helps customers find you, contact you and trust your business.
Start with the basics:
Ensure your business name, address and phone number are accurate.
Add your opening hours.
Upload high-quality photos.
Include a detailed business description.
List all your products and services.
Add an update or offer once a month (at least)
Reviews are especially important. A handful of genuine and detailed five-star reviews can make a significant difference to how potential customers perceive your business.
Of course, every business will eventually receive criticism. If that happens, respond professionally and calmly. Prospective customers often judge businesses more on how they handle complaints than the complaint itself. If you believe a review is unfair, reach out politely to the customer to discuss the issue rather than entering into a public argument.
Simply keeping your profile up to date can often be enough to improve visibility in local searches.
2. Build Quality Backlinks
Backlinks are links from other websites that point to your own website.
Think of them as digital recommendations. When reputable organisations link to your business, search engines see that as a signal that your website is trustworthy and relevant.
The important thing to understand is that not all backlinks are equal.
Some simple ways to build quality backlinks include:
Listing your business in reputable directories such as Yell or Thomson Local
Joining local networking groups with directories
Becoming a member of business organisations.
Writing guest articles for industry websites.
Partnering with complementary local businesses for backlink exchanges
Securing coverage in local news publications.
Social media channels tend to give lower direct backlink value but its still enuring your website is listed for referral traffic
If you're a member of local business organisations, make sure your website address is included in your profile. It's a small detail that's often overlooked.
One mistake I see frequently is businesses paying for hundreds of low-quality links. These schemes promise fast results but often do more harm than good. Focus on quality rather than quantity.
A useful free tool is Ahrefs Backlink Checker, which provides a snapshot of your website's backlink profile and domain authority. Don't worry too much about the numbers when you're starting out. Most new businesses begin with very little online authority and build it gradually over time.
The key is consistency.
3. Improve Website Performance
Your website doesn't need to be perfect, but it should be fast, easy to use and technically sound.
Google provides several excellent free tools that can help you understand how your website is performing.
PageSpeed Insights is one of the most useful. It measures:
Performance
Accessibility
Best Practices
SEO
If your scores are green, you're generally in good shape. If they're orange or red, Google will often explain what's causing the issues and suggest improvements.
Why does this matter?
Because user experience matters. Visitors expect websites to load quickly and work properly on mobile devices. A professionally built, well-performing website creates trust and gives potential customers a better experience.
Even simple improvements such as compressing images, removing unnecessary plugins and improving mobile usability can make a noticeable difference.
Another tip for web performance is adding FAQs to your website
Target long-searches by answering the exact questions customers ask.
Increase keyword coverage naturally without ‘keyword stuffing.’
Improve user experience by providing quick answers.
Reduce bounce rates as visitors are more likely to find the information they need.
Support local SEO when FAQs include location-based questions.
Help AI search engines understand your business, services and expertise.
Create internal linking opportunities to service and location pages.
Demonstrate expertise and trustworthiness in your industry.
4. Set Up Google Search Console
Google Search Console is one of the most powerful free tools available to business owners, yet many small businesses never use it.
It allows you to see:
What search terms people use to find your website.
Which pages receive the most traffic.
How your website performs in Google Search.
Technical issues affecting visibility.
Opportunities to improve rankings.
While it can appear a little technical at first, most business owners can learn the basics relatively quickly.
The real value is that it helps you make decisions based on data rather than guesswork.
For example, you may discover that customers are already finding your business through searches you hadn't considered targeting. Equally, you may identify pages that need improvement because they rank close to page one but not quite high enough to generate meaningful traffic.
For anyone serious about improving their online presence, Search Console is worth setting up.
5. Use Social Media Properly
Social media remains one of the most effective free marketing channels available.
The mistake many businesses make is attempting to be everywhere at once.
Instead, choose two or three platforms that align with your audience and commit to using them consistently.
As a general guide:
LinkedIn works well for B2B businesses.
Instagram is ideal for visual brands, hospitality and lifestyle businesses.
Facebook remains valuable for local communities and consumer-focused businesses.
TikTok tends to reach younger audiences.
YouTube is excellent for educational content, demonstrations and tutorials.
Consistency matters far more than volume.
Posting two or three times per week is often enough if the content is useful and engaging.
Some simple habits that can help include:
Responding to comments.
Following and supporting local businesses.
Sharing customer success stories.
Showcasing behind-the-scenes content.
Encouraging customers to engage with your posts.
One trend I'd love to see less of is what many people now call "AI slop" - generic content packed with buzzwords, stock images and obvious automated messaging.
AI can be brilliant for generating ideas, improving structure and overcoming writer's block. However, customers still connect best with authentic stories, real experiences and genuine expertise.
Use AI as a tool, not as your personality.
Final Thoughts
Building an online presence doesn't have to be expensive. In fact, some of the most effective actions local businesses can take are completely free.
A well-optimised Google Business Profile, quality backlinks, a fast website, Google Search Console and consistent social media activity can all help increase visibility and attract new customers.
As someone who has recently made the jump into a new industry, I've learned that there's no silver bullet. Online visibility is usually the result of lots of small improvements carried out consistently over time.
The good news is that most of them cost nothing more than a bit of effort.
So that's my top five.
What would you add to the list?