For a long time, the idea of ‘letting your work speak for itself’ worked. If you were a good professional, people recommended you, and that was enough to fill your schedule. But the world has changed. Today, most decisions are made after a Google search, a visit to a website, or a quick look at a professional profile. In other words, you can be excellent at what you do, but if no one can find you, you are missing out on opportunities every day.
Talent without visibility becomes invisible. That’s why investing time in creating your digital presence is not vanity, it’s a form of professional survival.
The power of professional positioning
Having an online profile is not the same as being positioned. Positioning yourself means appearing at the right time and place, when someone needs exactly what you offer. To achieve this, you have to go beyond opening an account on social media or creating a website: it’s about building a clear, consistent and strategic personal brand.
A practical tip: think of your digital profile as a shop window. Ask yourself if, upon seeing it for the first time, someone would understand what you do, who you help and why they should trust you. If the answer is not immediate, there is work to be done. Optimise your description with keywords that people actually search for, show real results and make sure your content reflects your experience honestly and directly.
First impressions no longer happen in person
Today, first impressions happen long before anyone meets you. They happen when someone searches for your name, reads a review, or discovers your online profile. In those initial seconds, people decide whether they want to know more about you or move on to the next person. That’s why your digital presence must be carefully crafted: a professional photograph, a clear biography, up-to-date posts, and visual consistency are elements that, together, convey confidence.
A useful tip: search for your name on Google in incognito mode. What comes up? Does it reflect the image you want to project? If not, it’s time to update it. Consistency between your profile, your networks, and your services is what turns a visit into a real opportunity.
Online reviews: the new digital word of mouth
Reviews are now what recommendations from friends used to be. Except that, instead of a private conversation, they now happen in full view of everyone. And that has immense power.
A positive opinion from a satisfied customer not only adds credibility, but also improves your positioning and multiplies the chances of others choosing you. According to various studies, more than 80% of people trust an online review as much as a recommendation from someone close to them.
That’s why asking for and managing your reviews should be part of your professional strategy. Don’t wait for them to come in on their own: after each service or consultation, invite your customers to leave feedback about their experience. Thank them for every comment and always respond, even if there is constructive criticism. Showing that you know how to listen and improve says much more about you than an endless list of achievements.
Bonus tip: collect your best testimonials and highlight them on your main channels—your website, your profile, or even your social media. There is no better letter of introduction than the words of those who have already placed their trust in you.
Visibility also builds trust
Trust cannot be bought or improvised; it must be built. When someone sees that you maintain a constant presence, share useful content, and are recommended by others, they begin to trust you even before contacting you. That’s why keeping your profiles active is key.
Post regularly—you don’t have to do it every day, but do it with intention—and show a mix of professional, educational, and human content. People like to see that there is a real person behind a service, with values and purpose. Don’t be afraid to show your process, your learnings, or even your mistakes; that humanises your brand and sets you apart from others.
Conclusion: from invisible to indispensable
Professional success no longer depends solely on what you know how to do, but on how you communicate it and make it visible to the world. Being visible means allowing your knowledge to reach further, your opportunities to multiply, and your impact to be real.
So it’s not just about being ‘on the internet’, but about building a digital space that speaks for you, tells your story and reflects your value with authenticity.
Because in the end, true visibility is not just about being seen, but about being chosen.