Adam Wooding’s father, a cabinet maker, used to operate like most sole traders — spending hours measuring, quoting, invoicing and chasing late payments. Then Adam stepped in with an idea: create a website and productise his services. By setting prices upfront and allowing customers to pay online, his father transformed his business. Payments became faster, cash flow steadier, and operations simpler.

This experience inspired Adam and his wife Carmel to start Empower Digital, where they’ve since helped small and micro businesses use digital tools and eCommerce to improve cash flow, save time, and grow sustainably. Here are five practical strategies they use with their clients every day.

1. Reinvent your business model with eCommerce

Moving to an eCommerce model can reinvent your business, making your operations more efficient and profitable. For Adam’s father, transitioning to an online store eliminated the hassle of chasing invoices. Customers paid upfront, improving cash flow and freeing up time to focus on the work itself.

“eCommerce changes the way you run your business,” Adam explains. “It opens you up to new markets, reduces admin time, and ensures you’re not waiting weeks or months to get paid.”

Adam and Carmel also encourage service-based businesses to think beyond traditional models by productising services. By turning offerings into pre-packaged, easily purchasable options, businesses can reduce back-and-forth communication and simplify payments.

Tip: As a service-based business, think about ways to productise your offerings:

  • Plumbers: Set fixed prices for common jobs, like “$199 for a blocked drain fix.”
  • Business coaches: Sell pre-paid packages, such as a “3-session growth strategy” for $600.
  • Fitness trainers: Offer downloadable 8-week workout and meal plans.

2. Choose the best digital tools to fit into your business

It’s easy for small business owners to lose precious time trying to find the perfect tool or even attempting to build their own. Instead of making things simpler, this often adds to the never-ending to-do list and ramps up stress.

Adam and Carmel suggest focusing on tools that actually make your life easier by:

  • Being simple to use: The best tools are quick to pick up and don’t need constant tweaking.
  • Fitting your business needs: Look for tools you can customise to suit how you work.
  • Staying reliable and secure: Regular updates and built-in security features mean fewer headaches down the line.
  • Offering solid support: A responsive help desk can make all the difference when you need assistance.
  • Saving time and effort: Good tools should automate repetitive tasks and free you up to focus on growing your business.

“We’ve built a lot of what we do around Shopify because it ticks all these boxes,” Adam explains. “It’s easy to use, secure, and backed by a team that’s constantly making improvements.”

Other tools worth exploring are Google Workspace for staying productive and Google Business Profile to boost your local visibility.

3. Simplify your operations with bespoke tools

When Adam and Carmel started working with a retail hub that was adding a cafe, they noticed a gap. Traditional eCommerce setups weren’t designed to handle customised orders — think “a decaf oat latte with extra foam and two sugars.” “We realised they needed something tailored to their needs, so we built the app to make their ordering process easier,” Carmel explains.

This realisation led to the development of Empower Digital’s POS Cafe app for Shopify, a custom-built solution designed to simplify complex ordering processes. The app allows cafes to handle personalised orders with ease, reducing mistakes and saving time during busy periods.

Custom-built apps solve challenges that off-the-shelf tools often can’t. They help cut costs, improve workflows, and free up time. Because for small business owners, every minute counts.

4. Build your online audience to boost sales

An online store is only as successful as the audience you attract to it. According to Adam and Carmel, starting your social media presence early — even before launching your store — is a critical step.

“Your followers are more likely to become your first customers when you go live,” Carmel explains. “Share your journey, interact authentically, and create content that resonates with your audience.”

Tip: Focus on social platforms where your ideal customers spend their time. Share consistent updates about your business, highlight your expertise, and use engaging formats like reels, polls, or behind-the-scenes content to build trust and connection.

5. Collect feedback to improve and build relationships

For Adam and Carmel, successful businesses rely on relationships, and they believe replicating that personal connection in the digital world is a must. Gathering customer feedback online helps maintain strong connections and refine your offerings to better meet client needs.

“Small businesses thrive on customer relationships,” Carmel shares. “Even when transitioning online, staying attuned to your customers’ needs and feedback ensures you keep those connections alive.”

Tip: Use these tools to get valuable customer insights:

Google Forms or Typeform: Great for sending detailed surveys.

Social media polls: Quick and easy for fast feedback.

Live chat tools like Tidio: Perfect for real-time interaction.

Email campaigns: Check in with customers after their purchase to ask about their experience.

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