It’s my nine-year anniversary with ThinkBusiness.ie. Between it and FocusOnDiversity.ie, I’ve now written over 300 articles showcasing Irish businesses across every corner of the economy — I freely admit that I do have a particular bias towards promoting people with disabilities and companies championing diversity, equity, and inclusion, but with ThinkBusiness.ie I’ve also showcased businesses from every county in Ireland and different sectors of the Irish economy..
Over the years, I’ve spotted the same mistakes popping up again and again in how Irish businesses show themselves online — or sometimes, how they don’t.
Before I go any further, I should explain: I completely understand how hard it is to run a business. There are never enough hours in the day to juggle everything, let alone add another layer of digital strategy or new tools to learn. That’s exactly why the advice I share focuses on practical, low-cost improvements that small businesses can make to strengthen their online presence without needing huge budgets or take time to implement.
BTW – all of these are in alphabetical order, not in order of the most frequent or worse examples:
Applying for business awards
Applying for awards is an excellent way to build credibility, boost brand reputation, and generate valuable media exposure that can be shared on social platforms. Even a nomination enhances visibility, while winning adds authority and trustworthiness. Awards events also provide powerful networking opportunities, and with the rising number of Irish awards—some offering financial prizes or access to international competitions—they can open the door to greater PR and marketing success.
I have an entire article on different awards businesses in Ireland can apply to. You can access it here
Be contactable
The IE Domain Registry said ‘60% of consumers are more likely to trust businesses that use a professional email address (such as a .ie), while almost 64% of consumers distrust those using free addresses like Gmail or Hotmail.’ It is now easier than ever to reply to consumers via digital channels as AI chat bots can assist entrepreneurs or have automated responses (more on them later).
I would estimate about 40-50% of companies that I contact don’t respond or leave it days or weeks to respond. This delay response or no response could be the difference between getting a sale and a potential customer choosing a competitor.
However I understand that the cost of the domain-name email can be expensive (I use a Gmail one so I’m being a bit of a hypocrite here!). I recommend having an auto-fill form on your website is the most practical solution to be contactable. It means:
- That users aren’t seeing that you have a gmail or another providers account
- It improves security as bots can’t scrape your email address and start sending spam.
Build a community off & online
I can never get my head around why businesses don’t do this.
A survey by the SME Market Report shows that 68% of Irish consumers prefer to buy from local businesses and are more likely to recommend them if they see authentic community involvement and positive social impact. According to the research, businesses that actively promote their community projects and local collaborations experience a 20-25% increase in customer loyalty and satisfaction, as consumers feel more connected to brands that share their values.
In addition, SMEs leveraging storytelling on social media and their websites about community initiatives see a 30% boost in online engagement, leading to more inquiries, sales, and repeat customers.
By promoting their good work, Irish SMEs strengthen brand reputation, differentiate themselves from competitors, and foster deeper, meaningful relationships with local customers who prefer to support businesses that give back to their local community.
Connect with Local Enterprise Offices or how government agencies that can help SMEs
There are 31 Local Enterprise Offices (LEO’s) in Ireland, they serve as the local first-stop shop for comprehensive support in starting or growing a business. LEOs offer a wide range of valuable services including tailored mentoring, extensive training programmes, financial grants and funding advice, as well as access to networks and events to promote entrepreneurship. By connecting with your local authority or LEOs provide expert local knowledge and personalised business advice, enabling entrepreneurs to navigate challenges, develop viable business plans, and access resources suited to their specific needs. Some of their grants include
- The Priming Grant, which provides up to €150,000 (typically 50% of the investment) to startups within their first 18 months—funds that can be used for equipment, marketing, and operational costs. It’s ideal for entrepreneurs needing capital to develop prototypes, test markets, or purchase essential resources.
- The Feasibility Study Grant offers up to €15,000 (50-60% of costs) for research and market validation, helping entrepreneurs refine and validate their business ideas before full launch.
- The Grow Digital Voucher provides up to €5,000 (covering 50% of costs) to help startups adopt digital tools such as websites, e-commerce platforms, or automation solutions.
These grants are accessible through the Local Enterprise Office and are aimed at reducing the financial barriers faced by entrepreneurs in their critical initial phases, helping them develop scalable, innovative, and digitally-enabled businesses.
ThinkBusiness.ie did a deep dive into all the different grants and funding available to Irish businesses, you can view it here. However, it is a few years old so some may no longer be available
Create a website and keep it up to date
This is my biggest bug-bare in the entire article
According to a survey taken by 1,000 SME leaders throughout Ireland, only 55% have their own website, and only 53% have social media. These stats are considerably lower than the EU average of 77%. According to Amárach research 7% of consumers are researching local businesses online weekly and 56% daily.
Irish consumers having high digital engagement means businesses without a website risk losing customers to competitors who’s website can be easily found online.
If I can create a website just using the drag and drop options and Youtube tutorials, anyone can!
Create email marketing
According to Hubspot ‘Average email open rates across industries sit around 39-40%, with newsletters achieving about 40% open rates, and triggered or personalised emails slightly higher at 44-45%. Response rates for B2B cold emails in Ireland are notably high at about 17%, which is above international averages’ Further more according to this article in ThinkBusiness.ie from John Cradden businesses should invest in email marketing because Email marketing also has the advantage of being:
Email marketing also has the advantage of being:
- Relatively cheap to create and send
- Highly measurable
- Good for generating trust and building relationships
- Easy to set up and manage
He goes on to say through ‘building strong databases, providing Sign-up incentives, having a strong subject line writing, providing significant calls to action, measuring your Click-through links, being aware of the time and day that you are sending your newsletter and then once the newsletter is created watch for churn and disengagement’ companies can build brand loyalty and increase your bottom line much more effectively than other forms of advertising’.
Don’t rely on a social media page
This one drives me crazy!
Irish companies should not rely solely on social media pages as their online presence because social media platforms offer limited control, are subject to changing algorithms, can restrict organic visibility, or changes in ownership. Unlike social media, a website is a permanent and fully controllable tool that enhances credibility, builds trust (with 70% of Irish consumers checking multiple sites before buying).
Educate yourself and invest in improving your digital presence
According to this ThinkBusiness.ie article 68% of Irish businesses view digital transformation as a key enabler for long-term growth, while those adopting e-commerce and digital tools have seen up to a 25% increase in sales post-pandemic. Platforms like WordPress and Shopify provide scalable, user-friendly, and cost-effective ways to create engaging websites and online stores, enabling companies to reach wider markets and provide personalised experiences that modern Irish consumers expect.
In addition, digital assessments help businesses identify gaps and opportunities to optimise their technology use, resulting in improved operational efficiency and decision-making, which can reduce costs by up to 30%.
‘45% of businesses surveyed are now using AI, marking a 32% growth from 34% last year’. Two-thirds (66%) of Irish businesses remain in the early stages, primarily using publicly available chatbots or basic AI tools for routine tasks. Notably, 83% of large enterprises are still at this most basic stage of AI integration. The report also mentioned ‘Demographically, older business founders, especially women in the 46-65 age bracket, are embracing AI at surprisingly high rates (79-87%), indicating growing confidence and recognition of AI’s potential to drive growth and job creation.’
AI is now the norm in some companies but not others. AI is often compared to the start of the internet, or smart phone adoption. Back then those that embraced the new technology evolved and gained market share quicker than those who were more hesitant. Many experts are now saying that this is going to be the same when it comes to A’I’.
Get online reviews for your business
More than 66% of consumers have now bought something online – AND more than a third have said they use independent customer reviews to verify the safety of online purchases. This is according to new Digital Insights research commissioned by Ireland’s leading representative body for online businesses, Digital Business Ireland (DBI).
Irish shoppers are 80% more likely to buy from local SMEs if those businesses have a visible trail of recent, verified Google or Trustpilot reviews, based on findings by Irish digital agencies and the Bibby Financial Services 2025 SME Confidence Survey.
Businesses with more than 20 online reviews were far more likely to report revenue growth — 36% higher year-on-year sales improvements compared with firms that had ten or fewer. All of this research proves that getting friends, family and customers to review your website, products or services is essential for the modern economy.
Invest in Public Relations (PR) with your local community
Research on Irish SMEs shows that PR activities, including media coverage and influencer partnerships (more and more micro-influencer partnerships), can increase brand visibility by up to 30% while requiring substantially lower budgets compared to traditional ads. PR efforts can also complement SEO and content marketing, on average about 30% of SEO budgets typically allocated to PR-related link building and outreach, enhancing organic search rankings long term.
In addition, Irish SMEs recognise social media and PR as vital tools for engagement and growth, with many using free or low-cost channels effectively to reach target audiences and drive sales. Compared to paid ads, PR builds authentic stories that resonate better with consumers, fostering loyalty and word-of-mouth referrals
Integrate your platforms
Most websites particularly if they’re on WordPress or Squarespace will have widgets available that will have icons that link to your social media pages. If you have these icons, ensure that the icons link! Otherwise it looks unprofessional or the attention to detail is off.
According to the Digital Readiness Monitor compiled by .IE and Dublin Chamber, over 74% of Irish business websites now integrate at least one social media platform, with Facebook being the most common, followed by Instagram (22%), LinkedIn (15%) and YouTube (13%). This integration provides “social proof,” showing site visitors that the business is active and trustworthy, and facilitates instant interaction through comments and messaging. Research also shows that 77% of Irish consumers research local businesses online weekly, meaning that if social channels and websites are not properly connected, potential customers may disengage or lose confidence in the brand.
Similarly if brands don’t have a link from their social media to their website or online store it’s missing a call to action which could lose a sale.
Join local networking groups like your local Chamber of Commerce
Entrepreneurship can feel very lonely at times. Networking with other founders can be a way of overcoming that feeling in addition to the financial benefits. According to their website “Chamber member businesses employ over 650,000 people and pay over €23 billion in salaries annually. Chambers provide cost-effective marketing through networking, with over 60% of members generating business directly from connections made at events. Membership offers access to training, expert advice, and lobbying power that helps shape better local and national business environments.
Irish Chambers of Commerce also foster community growth by connecting businesses to local schools, voluntary groups, and suppliers, encouraging collaboration and innovation that boosts the whole region’s economy.”
Similarly going to events and networking with founders in the area of DEI particularly can help bring the positive effects of networking. If you’re not sure which events to go to I have two articles on it! You can see them here and here.
Open links in new tabs
Again, another hang up of mine. Opening external links on your website in a new tab is important because it helps keep visitors stay engaged on your site longer, reducing bounce rates and improving metrics like time on site. When external links open in the same tab, users may leave your website entirely.
By opening external links in a new tab, your site’s page remains accessible, which increases the likelihood users will continue browsing your content after viewing external resources. Studies show that opening external links in new tabs improves engagement metrics by reducing “back button fatigue,” as users don’t have to repeatedly navigate back to your original page
This is a great WordPress plug-in that once installed automatically opens links in new tabs
Respond to queries or promote free media.
Again this is another pet peeve of mine in a recent Irish Times article it says “According to recent rankings on customer support services in Ireland, highly rated businesses provide quick initial responses within minutes to hours, especially in sectors like technology and retail, which face high consumer expectations. However, only about 60-65% of Irish SMEs report having formal customer service training or protocols, suggesting room for improvement in consistency and quality of responses.
Furthermore, evolving consumer behavior in Ireland shows a preference for fast, transparent communication and proactive issue resolution, pushing businesses to enhance omnichannel strategies. These trends indicate that while challenges remain, Irish businesses that prioritise timely and effective responsiveness are gaining a competitive advantage and fostering greater customer loyalty in 2025”
You wouldn’t believe the amount of companies I contact and they either never get back to me or I include them but they don’t publish the article on their social media. It’s free media!! Use it!!
Review SEO and Analytics
According to this research ‘Approximately 92% of online experiences begin with a search engine, mainly Google. A 2024 EU Commission study reveals that 46% of European SMEs consider SEO a “core marketing priority,” indicating that more businesses heavily invest in SEO. Organic click-through rates for positions 1–3 collectively hover near 55% on desktop SERPs. On mobile, position one can slightly exceed a 28% share. Featured snippets appear in about 12% of EU-based queries and roughly 15% of queries from Irish users .’
Also, over 60% of Irish SMEs reported improved sales growth after implementing analytics tools, proving that data-driven marketing significantly outperforms intuition-based approaches. By reviewing analytics, you can also see where customers are finding your website, what pages they are clicking on the most and then you can review what content that is going online from this
Simplify you website
This is not just pop-up ads; it’s Newsletter sign-ups, website notifications, autoplay video ads (obviously need cookies notification). In my opinion, they’re all bad ideas for Irish companies because they disrupt the customer journey by preventing users from quickly accessing the information they want, causing frustration and often driving visitors away.
Research shows that intrusive ads like pop-ups significantly increase bounce rates and decrease conversions, as users abandon websites that interrupt their experience. Irish consumers increasingly favour smooth, relevant, and non-disruptive interactions, with 61% stating that well-placed contextual advertisements influence their purchase decisions positively.
Ok, this is the biggest one that I’m a total hypocrite for including! But this is more common than you think. According to Marketing Profs ‘97% of people say grammar mistakes influence their perception of a company, with over half (52%) saying it affects how professional they think a company is, and 35% saying it affects credibility.
Common errors such as misuse of words and misplaced punctuation cause frustration and reduce confidence in a business’s attention to detail’. This is critical for Irish businesses aiming to build trust with customers, especially given Ireland’s competitive SME landscape where first impressions often come through websites.
Furthermore, spelling and grammar affect user experience and SEO rankings indirectly; Bing prefers error-free content, and while Google does not penalise spelling, poor readability reduces user engagement and trust, which can lower search rankings and conversions. For Irish SMEs, maintaining and reviewing your spelling and grammar on a website is essential to avoid losing potential customers, and improving brand image.
This is particularly important when it’s never been easier to use tools like Grammerly, AI writing prompts or just getting a second pair of eyes to review the information you’re putting online.
Yes, i do realise what a total hypocrite I am for saying that!!
Understand the grants and funding process for business
According to KPMG Irish Innovation Index “ 48% of businesses claimed R&D or business grants from an Enterprise Support Agency such as the Local Enterprise Office, Enterprise Ireland, or IDA, while 21% had not availed of any incentives at all. 10% specifically cited lack of awareness as the reason for not accessing grants, and 11% did not apply despite being aware—often due to complex application procedures or insufficient time to administer, which 30–39% of businesses saw as the main barriers
Utilising grants can boost productivity, customer engagement, and sales, supporting SMEs to compete internationally and adapt to changing consumer behaviours driven by online channels. For example, the government-backed Grow Digital Voucher offers up to €5,000 in matched funding to small businesses to build or upgrade websites, implement e-commerce, and improve digital marketing efforts; however, uptake has been low with less than 1% of a €5 million budget used so far.
Update your online security
According to this research from Savenet’ Irish companies experienced at least one cyberattack, and the average cost of a data breach in Ireland now exceeds €200,000. Cybercriminals increasingly target SMEs due to perceived weaker defenses, and phishing remains the top risk vector, with over 90% of compromises starting via email. Beyond financial losses, cyberattacks cause severe business disruption, reputational damage, and regulatory penalties under GDPR, with many SMEs lacking formal security frameworks or sufficient employee training.
With around 85% of cybercrimes going unreported, the real threat level is likely underestimated, making proactive website security both a business survival tactic and a legal necessity to build customer trust and avoid expensive fallout. Proper security measures, including strong access control, multi-factor authentication, employee training, and regular audits, are critical for safeguarding Irish SMEs against these evolving threats’
Now more than ever it is important to invest in cybersecurity, and it is now easier than ever to do so. The NCC-IE Cyber Security Improvement Grant now funds €20,000–€60,000 per company to help strengthen online defences and implement security best practices, co-financed by the Digital Europe Programme.