Written by Sean Hakes
Opening a new business is an exciting yet challenging process. Many entrepreneurs focus heavily on securing a location, stocking inventory, and hiring staff, only to realize after opening that customers can’t find them online. Without a well-planned digital presence, even a prime location can struggle to attract foot traffic.
A business that isn’t properly listed on Google Business Profile (GBP), Apple Maps, or major social media platforms will miss out on potential customers actively searching for products and services. Even worse, if a competitor is ranking for your business name before you do, you could be sending your traffic straight to them.
To avoid these costly mistakes, this guide will walk you through the critical steps you need to take at least 90 days before opening.
Start 3 Months Before Opening
Many business owners assume that listing their business online happens instantly, but that’s far from reality. Google, Apple, and other platforms need time to verify, process, and index your business.
If you wait until the last minute, you may find yourself scrambling to claim listings, fix incorrect information, or deal with verification delays, which can hurt your opening week sales. By starting early, you’ll have time to correct errors, optimize visibility, and build awareness before launch day.
Step 1: Secure & Verify Your Online Listings
Google Business Profile (GBP) – The Most Important Listing
Google Business Profile (GBP) is the foundation of your online presence. It determines whether customers can find you on Google Search and Google Maps.
To set up your GBP listing:
- Visit Google Business Profile and click “Manage Now.”
- Enter your business name, category, address, phone number, website, and hours of operation.
- Upload high-quality images of your storefront, interior, products, and services.
- Write a detailed business description with keywords relevant to your industry.
- Choose accurate service categories to improve search visibility.
- Request verification (via postcard, phone call, or video).
Pro Tip: Google requires verification before your listing appears publicly, and this process can take weeks. Don’t delay—get started as soon as possible.
Apple Maps – Don’t Ignore iPhone Users
Most business owners focus on Google but forget about Apple Maps, which is used by millions of iPhone users. If your business isn’t listed, Siri and Apple Maps won’t direct customers to you.
To list your business on Apple Maps:
- Visit Apple Business Connect and log in with an Apple ID.
- Add your business name, address, phone number, and category.
- Upload high-quality photos and business details.
- Request verification to gain full control over your listing.
Pro Tip: Many businesses appear on Apple Maps with outdated or incorrect information. Claim your listing and ensure it matches your Google Business Profile exactly.
Step 2: Claim Social Media Handles Before Someone Else Does
Even if you don’t plan on posting frequently, it’s critical to claim your business name across all major social media platforms before someone else does.
Platforms to register on:
- X (Twitter)
- TikTok
- YouTube
Checklist for setting up accounts:
- Use the same username across all platforms for consistency.
- Upload your logo, cover photo, and business details.
- Add your website link and contact information.
- Post a “Coming Soon” announcement to start building engagement.
Pro Tip: If your exact business name is unavailable, try variations like YourBusinessNameCity (e.g., @CoffeeHouseDenver).
Step 3: Build a Website & Get It Indexed by Google
Your website is your digital storefront, and customers expect to find information easily. Even if you start with a simple one-page site, make sure it includes:
- Business Name, Address, and Phone Number (NAP) – This must match your Google and Apple listings exactly.
- Homepage: Clearly describe what your business offers and why customers should visit.
- Contact Page: Display address, phone number, email, and a Google Maps embed.
- About Page: Share your business story and mission statement.
- Products/Services Page: Showcase your core offerings with descriptions and pricing (if applicable).
To help customers find your site, hire an SEO professional to:
- Optimize your site for your business name and core services.
- Submit your sitemap to Google Search Console for faster indexing.
- Set up Google Analytics to track traffic and user behavior.
Pro Tip: A website that isn’t indexed won’t appear in Google searches. Submit it to Google Search Console as soon as possible.
Step 4: Get Listed in Business Directories & Local Citations
Online business directories boost your visibility and credibility. Here’s where you should list your business:
- Bing Places
- Yelp
- Nextdoor
- Yellow Pages
- Chamber of Commerce websites
- Industry-specific directories
Ensure that your business name, address, and phone number are consistent across all listings to improve your local SEO ranking.
Step 5: Manage Online Reviews & Reputation
Online reviews influence customer trust and search rankings. Start managing your reputation before opening.
- Encourage happy customers to leave reviews on Google, Facebook, and Yelp.
- Respond to every review, whether positive or negative, to show engagement.
- Monitor mentions of your business using Google Alerts or review management tools.
Pro Tip: Google favors businesses with more high-quality reviews. Start requesting them as soon as possible.
Step 6: Prepare In-Store Technology & Security
Before opening, ensure all systems are fully operational to provide a smooth customer experience.
Checklist:
- Fast and secure guest Wi-Fi (optional but appreciated).
- Reliable POS system (Square, Shopify, or Clover).
- Surveillance cameras & security systems to prevent theft.
- Test all payment methods before launch to avoid processing issues.
Step 7: Plan a Grand Opening Marketing Strategy
A successful grand opening can generate buzz and attract customers. Consider these ideas:
- Host a launch event with discounts and giveaways.
- Partner with local influencers or media to promote your opening.
- Run Facebook and Google Ads targeting your local audience.
- Encourage customers to check in on social media for a chance to win prizes.
Final Thoughts: Your 90-Day Pre-Launch Checklist
- ✅ Google Business Profile created & verified
- ✅ Apple Maps listing claimed
- ✅ Social media handles secured
- ✅ Website built and optimized
- ✅ Business listed in online directories
- ✅ Review management system in place
- ✅ Wi-Fi, POS, and security systems tested
- ✅ Grand opening marketing plan ready
By completing these steps before opening day, you ensure maximum visibility, a seamless launch, and long-term business success. Don’t leave your digital presence to chance—start now and make your business easy to find from day one!