5 Ways Modern Customers Find (and Choose) Local Businesses
The way customers find local businesses has completely transformed. It's exciting, actually! Your next customer might discover you through a TikTok video, an AI recommendation, or a friend's Instagram story.
Understanding these new discovery channels isn't just interesting—it's essential for growing your business. Let's explore how modern customers are really finding (and choosing) local businesses today.
1. TikTok & Snapchat: Where Gen Z Starts Their Search
Forget Google for a moment. Gen Z is using TikTok and Snapchat as their primary search engines. "Best coffee shop near me" isn't typed—it's discovered through videos.
Even better: vacation planners just type town names and watch reels. Someone searching "Canandaigua" discovers your business through travel content before they even arrive.
Pro tip: Authenticity beats polish every time. Show what makes your business special—your morning routine, behind-the-scenes moments, or genuine customer reactions. Professional equipment not required.
2. Instagram: The Digital Window Shopping Experience
Millennials treat Instagram like a visual yellow pages. They're not just browsing pretty pictures—they're actively evaluating businesses before making decisions. Your Instagram presence is often the first "real" impression potential customers get.
What works? Consistent posting, engaging stories, and most importantly—a link to a website that delivers on the promise of your social presence. When customers love your Instagram, they expect that same quality on your website.
The winning formula: Beautiful Instagram content + professional website = customers who trust you before they even walk through your door.
3. AI Recommendations: The New Word of Mouth
Here's something fascinating: when someone asks ChatGPT or Google AI for local business recommendations, these AI systems analyze websites to determine credibility. They look for professional design, clear information, fast loading times, and structured data.
This isn't science fiction—it's happening right now. Customers are asking AI assistants for recommendations, and businesses with professional, well-structured websites are the ones getting suggested. If your website doesn't meet these standards, you're invisible to this growing search channel.
Good news: Getting AI-ready isn't complicated when you work with professionals who understand these systems. (Hint: we do!)
4. Google Business Profile: Still Your Local Foundation
While discovery methods are evolving, Google Business Profile remains crucial. It's often the bridge between discovery and decision. Someone might find you on TikTok, but they'll verify you're legitimate through your Google presence.
Keep your information updated, respond to reviews (yes, even the challenging ones), and post regular updates. Think of it as your always-open digital storefront. When it's well-maintained, it builds trust. When it's neglected, potential customers notice.
5. The Website: Where Decisions Are Made
Here's the truth that ties everything together: no matter where customers discover you, they make their final decision on your website. It's the one place you have complete control over your story, your presentation, and your customer's experience.
A professional website isn't just nice to have—it's your closing argument. It's what transforms a curious browser into a paying customer. When your website matches the quality of your business, sales happen naturally.
Bringing It All Together
The modern customer journey is more like a web than a straight line (no pun intended!). They might discover you on TikTok, check you out on Instagram, verify you on Google, ask AI about you, and finally make their decision on your website. Each touchpoint matters, but your website is where it all comes together.
The businesses winning today understand this multi-channel reality. They're not trying to be everywhere at once—they're being strategic about creating a consistent, professional presence that builds trust at every step.
Ready to make sure modern customers can find and choose your business? Let's create a digital presence that turns discovery into sales, no matter where your customers start their journey.