Creating a visible, customer-friendly platform that gives customers the chance to leave feedback is crucial for return custom, explains Yelp's Elliot Adams.

People like to know about other people. Tell your potential customers where you’re from and who you are in order to really connect with them. If you talk to them, they are far more likely to want to talk to you, and ultimately make that all-important purchase decision. For example, your local family-run pub may have a lot of charm and character in the flesh, but if that isn’t put across to people beforehand, they’ll never make the decision to visit.

Even if a product or service sounds like the best thing since sliced bread, if a customer can’t contact you because of an out-of-date phone number, they’ll quickly think again. Any online profile for your business must include updated contact details at the very least. Additionally, include information on other aspects such as pricing, business hours and nearest public transport links. Make sure all details are easy to find and that your profile is easy to navigate. Ultimately, ensure you never leave your customers needing more information on your services.