The way businesses think about their online presence has changed. “Our website” is no longer enough — customers interact with businesses across multiple digital touchpoints before making a decision. The businesses winning online aren’t just the ones with the best website; they’re the ones who manage a portfolio of web assets strategically.
Move from “Our Website” to “Our Web Assets”
Think of your online presence not as a single website but as a collection of connected platforms: your website, your blog, your social media profiles, your Google Business listing, your email list.
Each of these assets serves a purpose. Together, they create a network that reaches customers wherever they are — whether they’re searching on Google, scrolling LinkedIn, watching videos on YouTube, or checking Facebook recommendations.
Step 1: Set Up
Start by establishing your core digital assets. For most businesses, this means:
- A professional website with a news or blog section integrated directly into it (not a separate platform)
- A Facebook Business Page — with millions of active Australian users, Facebook remains essential for most B2C businesses
- A LinkedIn profile — particularly important for B2B businesses and professional services
- A Twitter/X account linked to your website and updated regularly
- A YouTube channel — especially valuable if your business involves products, demonstrations, or education
Many of these platforms are free. A professional setup often takes a day or less, or a modest investment in web design or social media services.
Step 2: Integrate
Here’s where it gets efficient. Modern platforms allow you to connect them so that content created in one place distributes to others automatically.
Publish a blog post on your website and it can automatically share to LinkedIn, Facebook, and Twitter/X. This means your social profiles stay active and relevant even during busy periods when you don’t have time to create platform-specific content.
The key is that your website should always be the hub — the destination you’re driving people toward, not just another node in a social media loop.
Step 3: Get Found
Presence alone doesn’t guarantee visibility. You need people to actually find you.
This means investing in:
- SEO — optimising your website and content so Google can find and rank you for the terms your customers search
- Google Ads — particularly valuable when you need visibility quickly or when organic competition is fierce
- Social media advertising — Facebook and LinkedIn ads allow precise demographic and interest-based targeting
The most effective approach is to work backwards from your goals. How many new clients do you need per month? What’s each client worth? That determines how much you can afford to invest in each channel — and gives you a benchmark to measure against.
Putting together a cohesive digital strategy takes more than a great website — it takes a plan that connects all your assets and keeps them working together. Talk to the Blue Platypus team about building a strategy that works for your business, or read more about our digital marketing services.
Frequently Asked Questions
What is a web strategy, in plain terms?
A decision about what each of your online assets is for and how they feed each other — website, social accounts, listings, email. Without it you get activity on several fronts that never compounds.
Where should a small business start?
With the website, because it is the only asset you own outright. Social platforms change their rules and reach without warning; your site and your email list do not.
How do I know if my web assets are working together?
Follow one customer path end to end: someone sees a post, then what? If each step does not lead somewhere obvious and end in an enquiry, you have separate activities rather than a strategy.
How often should a web strategy be reviewed?
Every six to twelve months for most businesses, and whenever what you sell or who you sell to changes. Strategy fails quietly when the business moves and the website does not.
