When Reputation Isn’t the Problem, and Visibility Is

A few weeks ago, I came across a Facebook thread from a local business owner who was frustrated that customers were not visiting their website to check their hours. Instead, they were relying on Google—and in this case, Google was wrong.

There was some back and forth in the comments. Most people were supportive. A few were defensive. But what struck me most was not the inaccurate hours or the missed business. It was the idea that if people had simply gone to the “right” place, the problem would not exist.

As if the customer’s behavior needed fixing. As if the system should bend to accommodate one business’s preference.

It reminded me how easy it is to confuse principle with practicality. Especially in small towns where we are used to things working a certain way, it can be tempting to dig our heels in. But when we focus on how things should work instead of how people actually behave, we risk building a business that is more about control than connection. 

Because the truth is, most people are not visiting your website first. They are searching Google. They are checking your hours on maps. They are glancing at reviews, photos, and whether or not your shop is even open.

It may feel inconvenient or even unfair, but it is not personal. It is simply the world we live in. And if we ignore that—or resist it out of pride or principle—we are not protecting our values. We are limiting our ability to serve.

Real trust starts before the first handshake.

Not long ago, a business owner reached out after watching one of my videos on social media. It was not a curated clip or a scripted promotion. It was just me talking about online presence in the context of small-town business, with my cat casually interrupting and quite a few “ums” left in the audio.

But it resonated. She told me that by the time she called, she already felt like she knew me. That the video gave her a sense of how I work and what I care about. That the decision to move forward felt easy—not because I convinced her, but because I showed up in a way that felt human and clear.

That is what real visibility can do. It can build trust before a single word is exchanged. It can invite someone into a relationship with your business before you ever meet in person. It can make the difference between hesitation and momentum.

We know how to build trust—but are we showing it?

Here in Northern New Hampshire, trust is something we understand. We have grown up in communities where people remember your reputation longer than they remember your prices. We know what it means to be consistent, to be present, to keep our word. But in today’s world, trust is often built before anyone steps through your door.

When someone hears about your business—whether from a friend, a Facebook post, or a town bulletin—their next move is not always to call. More often, it is to search. They are looking you up on Google. They are checking for hours, photos, reviews, and signs that your business is still active and responsive.

If they cannot find that information quickly, or if what they find feels outdated or incomplete, they do not usually reach out to clarify. They simply move on. Not because they don’t care, but because we made it too difficult for them to believe what they were seeing.

Visibility does not require performance. It requires presence.

I talk with a lot of business owners who tell me they are not “tech people.” They do not want to be on social media. They are unsure where to begin.

And honestly, I get it. However, in a sink or swim world where the success of my business depends solely on my direction, you better believe I am going to do whatever needs to be done to help my potential clients say ‘yes’ before we ever meet face to face.

Because that ‘yes’ is a sign of clarity. It’s about helping potential clients feel confident in their next step. It’s about removing unnecessary barriers and replacing them with trust. And that trust has to start somewhere.

That might mean updating your Google listing when your hours change. It might mean writing a short post that answers the questions you are tired of repeating. It might mean showing your face—just once in a while—so people know there is a real person behind the name. None of that requires you to perform. It just asks you to be present.

Rural values still belong online.

I’ve said it before: you do not need to follow a corporate marketing plan. You do not need to master every platform. And you certainly do not need to give up the way you do business just to play in a digital space. But you do need to show up.

Because the values we hold here—clarity, consistency, generosity, integrity—are exactly what the internet (and the world) needs more of.

People are not looking for perfection. They are looking for something real. And if they can’t see your values online, they will assume they don’t exist and will simply keep scrolling.

We are not behind. But we are at a crossroads.

There is nothing outdated about the way we do business here. But if we continue to treat online presence as optional or secondary, we risk being overlooked by the very people who want to support us.

This does not mean posting every day. It does not mean shouting to be heard. It does not mean becoming someone you are not. It simply means making sure the trust you have built in person can be felt online. Because if we want to preserve what makes this region so special, we need to make it visible. And if we want our next customer, our next hire, or our next opportunity to find us, we need to be findable.

The kind of business we are building here—steady, grounded, and full of integrity—is exactly the kind of business people want to believe in. But they can't believe in something they can't see.

If this speaks to you and you want to explore how to bring your real-world reputation into alignment with your digital presence, I would love to invite you to an upcoming seminar at the Littleton Community House on August 12 at 9am. RSVP here: Beyond Word of Mouth: Building and Protecting Your Digital Reputation

We will talk through practical, human-centered ways to show up online without losing your voice or your values. The session is free and open to the public.

Whether you are running a business, leading a nonprofit, or simply want to better understand what visibility looks like in a region like ours, I would be honored to have you join us.

This is not about doing more. It is about doing what matters—and doing it with heart and intention.

-Amanda