Starting a business much hard work on the part of the founder, and no small part of that work is getting others to buy the idea you’re trying to sell. If just starting your business and doing what you set out to do was all that was needed to ensure its success, we’d surely see many more startups launched. But businesses need customers and clients, and drawing their attention requires some level of marketing.

Marketing can seem daunting to many, a foreign skill to those suited more for making than selling. But like many tasks required for your business, marketing is necessary for the long-term survival of your company whether or not you possess that skill. Even the best products require potential customers to be aware of them, and the odds of those people stumbling upon your own offering without any assistance or inducement is slim to none.

Entrepreneurs are thus left to figure out the best way to market and sell their product, often with only the vaguest notion of an approach. For every serial entrepreneur that knows the ins and outs of how to market and grow a business, there are numerous newcomers learning on the fly, trying their best to juggle the demands of running a business with the requirements of promoting it as well. And while professional marketing is something that might require outside help, some of the basics of marketing are simple enough establish on your own.

Though it might not seem like marketing, having a quality website is an important part of marketing. While not everyone will necessarily be turned off by a poor website, plenty will dismiss your company immediately based on that alone; conversely, no one has complained that a website is too well-designed or easy to use. A website is your company’s first impression to most everyone, and it speaks to potential customers in not only what it says but how it looks and feels. A good website suggests a quality product and a dedicated team behind it far more than a clunky, outdated one.

Another key ingredient to any success at marketing is making sure that you’re capitalizing on search engine optimization and keywords with your website. So many businesses now live entirely online, and making sure that people are able to find your website with relevant searches is the only way those businesses can hope to succeed. Even traditional brick-and-mortar stores will do better with a stronger online presence that gets their name in front of locals searching for particular businesses in the area. You might not be an expert in that area, but there are plenty of online guides to help you find the right keywords and how to use them to boost your visibility on search engines.

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This Article first appeared in forbes