Whether you’re looking for complementary NED roles, switching careers, or going solo with your own consultancy, there’s an expectation that you’ll have a new, shiny website to go with it.
And why shouldn’t you? If you believe the hype of the Squarespace or Wix adverts, anyone can have a beautiful, perfectly functioning website in just a few clicks for mere pennies.
Why personal websites are a big commitment
Building, populating, and maintaining a website is a significant commitment.
Battling the limitations of a template-style builder to create the dream website you pictured isn’t a quick process – Wix puts the timeline at around one to six months.
Writing content and keeping it up-to-date is another big commitment. That feeling of mild dread mingled with awkwardness that you get when it’s time to update your CV is amplified when you’re faced with a whole website about yourself to fill.
Even once your site is finished, you’ll still have ongoing monthly and annual costs and need to spend time updating the site and creating new content in order for it to do the important job of representing you and your business.
The best alternative for online visibility: LinkedIn
LinkedIn is the best alternative to creating a personal website. Low cost with a minimal learning curve, they’ve already done the legwork for you in terms of getting an engaged, sometimes hard-to-reach audience.
More than just a networking site, it’s rapidly becoming a business news and content hub: 141 million people log in daily with 29 million people subscribing to personal and business newsletters through the platform.
This focus on content is what makes LinkedIn such a valuable alternative to a personal website. Since 2021, articles published on LinkedIn will show up in Google search results.
That means that someone searching Google for an expert in a particular topic could come across articles you’ve published on your LinkedIn profile and be able to get in touch.
Done right, LinkedIn is a powerful tool for raising your profile and growing a business.
Option 2: Media opportunities
Whether it’s an article, interview, or podcast, all types of media create a digital footprint that can help you increase your online visibility.
There are two main ways to find opportunities:
Research who writes frequently about your area of expertise and contact them directly
Respond to journalist enquiries where you’re an expert through X, aka Twitter, or sites like Help A Reporter Out (HARO).
HARO send matching enquiries straight to your inbox. You can also set up a Google News alert for specific hashtags to help save time and keep you up-to-date with new opportunities.
Search podcasting platforms like Apple Podcasts, Google podcasts, or Spotify to find similar opportunities to contribute.
Option 3: Instagram
Depending on the nature of your business, Instagram can be a strong alternative to creating a personal website.
There are over 200,000 million business profiles on Instagram and 90% of Instagram users follow a business on the platform.
It’s the best alternative to LinkedIn because of the variety of content formats you can use (photos, text-based images, videos, stories, live) and the ability to share detailed content through bios and captions.
You’ll need to commit to posting regularly (3-5 times a week) to increase your chances of showing up in the Explore feed and reaching new people.
Option 4: YouTube
One glance at the social media landscape is enough to tell you just how important video is; Cisco predicts more than 80% of internet traffic will come from video this year.
Whilst Snapchat and TikTok focus on bitesize content, YouTube is a stronger choice if you’re looking to share your expertise in a really direct, personable way.
It comes with a big caveat though: users have high expectations. With a wealth of content out there, people will quickly look elsewhere if the sound is muffled, the lighting isn’t great, or the speaker isn’t engaging.
If you’re not experienced in video editing, think about working with a partner to record a whole bundle of video content at a studio and let them take care of the environment and editing.
Option 5: Directories & portfolio sites
Another way to create an online footprint is through online directories. Industry bodies, particularly if you’re chartered, often have registers of members or even a Consultants Directory like the Chartered Institute of Fundraising.
Joining professional networking groups, such as the Institute of Directors, may also give you the opportunity to create a profile and search other members.
Your local Chamber of Commerce may also create and manage local business listings as well as holding in-person networking events.
Though online directories are very quick and easy to set up, they don’t deliver the reach or impact of other options like a personal website or LinkedIn and have limited opportunity to share your perspective and bring your personal brand to life.
Option 6: Specialist recruiters and recruitment portals
There’s a growing number of websites that list opportunities and allow job hunters to create mini landing pages or portfolios. It’s the Fiverr and Upwork business model applied to recruitment.
If you’re looking for Non-Executive Director (NED) roles for example, Board Appointments allows you to create a profile in their directory or sites like The NED Exchange, which also list vacancies, feature different CVs.
Much like directories, this approach lacks the personalisation of platforms like LinkedIn or Instagram and is better seen as an additional way to increase your visibility rather than a standalone option.
How to make it a success
Increasing your visibility online depends on two things: consistency and quality. Rather than being present but passive on many platforms, pick one or two and commit to spending time each day to make them a success.
Where you don’t have the time to fully support any platform, look to outsource parts or all of the process. LinkedIn ghostwriters can produce articles for you, graphic designers can produce posts for your Instagram, and agencies like Keep Talking Social can even handle the regular engagement that keeps the algorithms happy and the conversation going.
As an executive ghostwriter at Scribe, I work with people who want to post meaningful, high-quality articles on their LinkedIn but just don’t have the time. To find out more about what goes on behind the scenes and whether Scribe could be the right service for you, visit our website or get in touch.
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