The Importance of Showing Up Online: Why Visibility Fuels Growth (and How to Do It Without the Burnout)

Hayley Appleby Burt standing in a kitchen on her mobile phone.

Let’s be honest—showing up online can feel like a full-time job in itself.

You’re running a business, juggling clients, planning launches, and somehow you’re also meant to be posting fresh content every day, engaging in comments, and replying to DMs like a digital wizard.

It’s a lot. But here’s the truth:

If people aren’t seeing you, they can’t connect with you. And if they’re not connecting with you, they’re not going to buy from you.

That’s why visibility matters.

You don’t need to be everywhere, all the time—but you do need to be showing up somewhere, regularly, in a way that feels intentional and aligned with your brand.

Why Showing Up Online is a Big Deal (Even If You’re Not a Big Brand)

When people are researching who to work with, whether to buy from you, or if your service is right for them, one of the first places they go is online.Your website. Your Instagram grid. Your latest blog. That pinned post on LinkedIn.

And if those places look a bit quiet… or out of date… or non-existent? They start to wonder if you're still around—or worse, if you're legit.

Visibility creates familiarity. Familiarity builds trust. Trust leads to enquiries, bookings and sales.

What Showing Up Really Means

Let’s get one thing straight: showing up online doesn’t mean posting every day or performing for the algorithm.

It means:

Creating regular, helpful, engaging content.
Being active where your ideal clients are hanging out.
Showing up in a way that feels like you.
Building brand recognition over time.

And yes—even when engagement is quiet, your audience is still watching. People often sit on the sidelines until they’re ready. Your job is to stay consistent enough so that when they’re ready, you’re the first person they think of.

Top Tips for Building a Stronger Presence Online

Here are a few practical ways to strengthen your visibility—without needing to be glued to your phone 24/7:

1. Create content that encourages conversation

Don’t just post and ghost. Social media is meant to be social. Ask questions. Reply to comments. Start discussions. Get in the DMs.

Showing up isn’t just about broadcasting—it’s about building connection.

2. Be consistent, not constant

You don’t need to be online every day. But you do need to be present consistently. Show up with purpose. Whether that’s 2, 3 or 5 times a week—make it something you can stick to without burnout.

3. Reuse and repurpose your content

Already written a blog post? Turn it into carousels, quote graphics, a Reel, or an email. Your audience needs repetition to remember what you do—so don’t be afraid to say the same thing in different ways.

4. Use content pillars to stay focused

Having 3–5 key topics (we call them content pillars) makes it easier to plan content and keep your messaging on-brand. No more staring at a blank Canva template at 10pm.

5. Show your face now and then

People buy from people. So even if it feels awkward, pop your face on stories, in a Reel, or even just in a photo with a personal caption. It helps build trust and relatability in a way no graphic ever can.

6. Don’t just post—engage

Reply to comments. React to stories. Leave meaningful comments on other people’s content. The more you show up for your audience, the more they’ll show up for you.

7. Make sure your brand is telling the right story

If you’re showing up consistently but your brand feels disconnected or outdated, it might be time for a refresh. You want people to land on your profile or website and think, “Yes—this is exactly what I need.” Not, “Wait, what do they actually do again?”