If I were launching a local business in Manchester, this is what I’d sort online before opening the doors

Recently, I spotted a new café opening in the Stockport area. New signage, a cosy interior and a great location. Naturally, I did what most people do these days and Googled it. And… I hit a wall. No Google Business Profile. The website had Latin placeholder text, a sample menu priced in dollars, and zero indication whether it was actually open yet - No opening hours. No confirmed opening date. As a potential customer, it wasn’t a great first impression. Not because the business was “bad”, but because the basics hadn’t been ticked off yet. And here’s the thing: this is way more common than you think, especially with local businesses gearing up for launch.

So if we were opening a café, studio, salon, shop (or any physical business) in Manchester or Stockport, here’s exactly what I’d do with the online presence – broken down by priority, budget, and timeline.

The absolute minimum (even on a £0 budget)

1. Set up your Google Business Profile (yes, before you open)

If customers can visit you in person, this one is non-negotiable. A Google Business Profile is free, and it’s often the first thing people see when they search your name.

Here’s what we’d make sure is in place:

• Your business name, category and location pinned on the map / details of the service area you cover

• Opening date set (so people know you’re “opening soon”)

• Opening hours (or temporary ones if you’re still figuring it out)

• Contact details and links to your socials

• Photos: outside shots, inside shots, the team, work in progress, whatever you’ve got

A couple of important things people don’t always realise:

• Verification can take a few days, sometimes longer

• Profiles don’t always show instantly in search results

• Setting it up after opening means missed footfall

Even if you’re a service-based business without a walk-in location, it’s still worth doing. You won’t show in map results, but it boosts your visibility in local searches, which is gold when people are Googling “near me”. Set this up before launch, not as an afterthought.

If you don't have the time or budget to do this yourself, we offer a Google Profile Set-up Service.

2. Claim your Instagram handle early

If you only have the time or headspace for one social platform, Instagram is usually the most versatile for local businesses wanting to target a wider age range. It’s also free, so there’s really no excuse not to at least claim your name.

What we’d do as a bare minimum:

• Secure a handle that matches your business name (ideally your website URL too)

• Upload a clear profile picture (logo or face of the brand)

• Write a bio that answers the basics:

  • What you do

  • Where you’re based

  • When you’re open

  • How people can visit, book or contact you

Before opening, we’d also:

• Post a few intro or teaser posts

• Pin them to the top of the grid

• Share behind-the-scenes setup, countdowns, opening dates

It helps build familiarity before people walk through the door.

When you’ve got budget for a website (or you’re planning ahead)

We get it. Not everyone launches with a full website, and that’s okay. But when you’re ready, it helps to understand what actually goes into the cost, so you can plan without surprises.

Typical website costs to consider

Even a DIY site has unavoidable costs:

• Domain name: i.e. your www.businessname.co.uk. Usually under £15 per year (billed annually)

• Hosting or platform fees: Platforms like Wix, Squarespace or Shopify start from around £130 per year, depending on features you need.

Other additional costs to budget for:

• Design & build: If you want a professional on the job, you'll need to budget a few hundred pounds minimum. And much like any service, this cost can vary massively depending on their experience and how complex your site will need to be.

• Branding & graphics: To build a great website, you'll need a logo, colour palette and fonts that bring your brand to life. If you don't have these already these are a must-have but are a brilliant investment to make early-on in your business journey as they can be used across other areas like your social media posts or marketing materials.

• Plugins or third-party tools: Platforms like Wix will have a good selection of tools included in your package. However things like booking systems, email marketing other third-party tools can incur additional monthly costs.

When it’s worth hiring a web designer & developer (instead of DIY'ing it)

DIY platforms are often sold as “quick and easy”, but in reality they’re only easy if:

• You’ve got time (and patience) to learn as you go - every platform has a learning curve and it often takes longer than you think it will.

• You know what good structure looks like and plan what key information you need.

• You understand UX and SEO basics - If it doesn't load properly on mobile and is slow to load, you're accidentally pushing customers away.

  
  

From experience, we’ve worked with plenty of businesses who:

• Started a Squarespace or Wix site

• Spent weeks chipping away at it around other jobs on their list

• Got frustrated

• Came to us anyway

It’s usually worth hiring a designer/developer if:

• You’ve invested in branding and want a professional, cohesive look that you're proud of

• You want the site to convert visitors, not just exist

• You want a one-stop hub for your business where customers can find everything they need

• You want your site built with SEO and accessibility baked in

One pro tip we always recommend: Publish a “coming soon” page before launch. It gives Google time to crawl and recognise your site, so you’re not starting from zero visibility on opening day.

A realistic timeline for a professional web design and build is around a month, sometimes longer. Not because designers are slow, but because client sign-off and feedback can understandably often take longer than planned when you’re juggling everything else in your business.

First impressions matter more than you think

When someone Googles your business before opening day, they should be able to answer three simple questions:

• Are you open (or when will you be)?

• Where are you?

• How do I visit, book, or get in touch?

If those answers aren’t obvious, people don’t usually dig. They just move on. And that’s the bit worth getting right early.

Need a little help? Contact Us and let's make an online presence that looks and feels like something you're proud of. 🚀