Google’s AI Can Now Make Appointments & 4 More Small Business News Stories You Need To Know

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22+ Spa Marketing Ideas To Get More Clients

This post originally appeared at 22+ Spa Marketing Ideas To Get More Clients via ShivarWeb

Spa Marketing Ideas To Get More Clients

Most resort & spa owners would agree that there’s nothing like a full appointment booking. But it’s hard to fill appointments without a regular flow of new clients coming in.

Some spas have a location or reputations that brings in clients with nothing but a phone number. But for most spa owners, you have to go out and market your business to get a quality pool of potential clients.

I’ve consulted on search marketing for many local businesses and beauty business. Based on those experiences, here are some resort & spa marketing ideas that you can use to bring in more clients & appointments.

Create Neighborhood-Specific Website Pages

For clients, “near me” searches are too small, and ZIP code searches are not relevant. Neighborhood / city searches are just right.

That may sound obvious, but most local businesses that I’ve worked with still don’t focus their marketing on neighborhoods. It’s a lot of work. It’s tedious. But it can still be worthwhile.

Create a neighborhood & next to your neighborhood pages to try to rank for “spa in [neighborhood]” searches.

Create Niche Amenity Pages

Lots of clients have specific amenities that they want. Instead of listing your amenities in a giant list, make detailed pages about each amenity. Try to rank for searches like “spa with [amenity]”.

You can use Google Suggest for ideas. Go to Google and type in “[city] spa with” and hit space, but not enter. You’ll see some suggestions.

You can do this with the entire alphabet and as many modifiers as you can think of.

Create pages that match those search queries to show up when people search.

If you want to take this to the next level, you can use a tool like SEMrush’s Keyword Explorer to provide phrase match search terms in bulk. Here’s an example of how the data is displayed. Just type in “[city] spa” or even just “spa”.

Create Local Data Pages

Create resource guides for people learning more about your city. Create lots of them.

Use Google Autosuggest to understand what people are searching for among your amenities – and then put a local spin on it so that you aren’t competing with large publishers.

Develop Your Local Citations & Reviews

You should already have a Google My Business profile so that you can show up in Google Maps.

But you can take it to the next level to show up even more prominently.

First, you can build your Google My Business profile with photos, posts, and full listing details.

Second, go to every local business listing site and make sure that your Business Name, Address, and Phone Number match exactly. Whether it’s on the Yellow Pages, Yelp, or elsewhere – everything must match. These are called your “local citations” and Google uses them to confirm the relevance of local business.

You can use SEMrush’s Local Listing Management Tool to audit all these listings quickly.

Third, create a local review strategy. Having diverse, unique, and regular reviews on your Google My Business page is the number one way to get more views (aka lease applications) from Google Maps.

Steal Ideas from Large Local Competitors / Businesses

I’m not a fan of brainstorming. I think that it’s more effective to build off ideas that have already worked.

No matter your size, you can always look to larger competitors or larger businesses for inspiration.

With resorts & spas, make a list of local businesses that you *think* are being creative – including companies in different industries.

Like local listings and keywords, I then use a marketing tool like SEMrush to spy on those competitors. Type in the URL of a competitor below to see an example.

Here’s what you’ll see.

It looks like a lot. But drill down and categorize each link. You’ll quickly get a sense of what they are doing. You’ll see where they are posting on social media. You’ll see which media outlets have accepted press releases and what types of digital marketing they’re doing.

The trick here is *not* to copy cat them. Instead, take the general idea of what your competitors have done and make it your own – or, make it better.

Work with Local Tourism Agencies

Every city, no matter how small, has an interest in tourism. And spas / resorts are a core part of any tourism package. Make yourself known with local tourism officials, websites, and guides. Too many “local” spas are missing out on a good TripAdvisor profile.

Find those and become a regular fixture.

That extra attention and those links will help every other idea on this list. Google loves links. Social media users find URLs via links.

Your city pages, amenity pages, and everything else on your website will benefit from more inbound links.

Recruit Local Guides from Google Maps

Google Maps dominates local search. They have had a Local Guides program for some time now. They are people who leave frequent, useful reviews. People can subscribe to them to find recommendations.

It’s worth finding Local Guides in your area that are active and pitch them on your spa.

Use Hyper-Local Facebook Ads

A local business has one massive advantage against national brands trying to operate locally – you live in your city and understand it.

Facebook allows for hyper-local advertising. You can run ads that show within a radius of only a few miles. It’s tedious to set up, but it’s relevant and effective.

Learn how to create hyper-local targeting for demographics and geography to find lots of interested clients.

You can run small, targeted campaigns that show multiple places at once.

Use Hyper-Local Google Search Ads

Google Search ads are famously effective and famously expensive. The best client is someone who searches for “spa in [city]”.

But that search click will be very costly.

But like Facebook, you have an “in” – Google Quality Score. Google will show ads higher if they are more relevant even if they don’t have the high bid.

Like Facebook, it’s tedious to set up, but if you can set up a hyper-local campaign, you’ll be able to get Google Search traffic that large competitors can’t bid on.

Use Hyper-Local Google Display Ads

Google’s Display Network also offers opportunities for local advertisers who are willing to put in the work.

Google serves banner & text ads on some of the best ad locations on the Internet. Many placements are expensive for bulk ad buys.

But again, Google would rather serve a relevant ad with a low bid than an irrelevant ad with a high bid. That’s your opportunity to set up a hyper-local campaign focused on specific demographics in a specific area.

List on Locally-Popular Blogs & Travel Guides

Local blogs are often a dime a dozen. The key is to find the ones that are popular – or appear where you want to appear.

List on NextDoor & Local Forums

NextDoor is one of many local social media websites & forums. They are hard to find and hard to join, representing an opportunity for any local, enterprising spa owner.

These networks are interesting because they are specifically local and extremely relevant for local services. They also have new Groupon-style advertising options.

Advertise / Post on Local Subreddits

Reddit is an attractive website for many industries. But local subreddits are especially interesting for local businesses

First, they are hubs for local discussion & recommendations.

Second, they are the first place for people to plan a move visit to ask specific, local questions.

Now, they are decidedly non-commercial with lots of rules. You should get to know them before posting or commenting as a commercial entity.

However, you should explore their sidebar wiki for research.

You should get in touch with the moderators to listen to their rules about business posting. And you should look at running ads or giveaways there.

Post Listings w/ Photos in Instagram

Think about how you can take listing photos & repurpose them across different platforms. Spas have a unique opportunity to create an interesting, relaxing, soothing feed for potential clients. The key is to only be rarely promotional. Make it a feed that is interesting to follow on its own.

Develop a Local Relaxing Pinterest Board

Pinterest is an incredible resource for people looking to live better. You can get in front of prospects with a locally-focused Pinterest board.

Use local photos, recommendations, experiences, etc from real local experience to provide ideas. Promote local artists, makers, etc.

Identify & Market Local Employers

Your clients are all working somewhere. And your prospective clients might be a little stressed out and looking for an accessible provider.

Identify all the largest employers & sources of potential clients nearby. Create resource pages for those employers (especially if they are large).

Create discounts, bonuses, etc. Get in touch with those employers to see if there is a way to collaborate.

Identify & Market Local Businesses & Amenities

Take what you did with local employers and do the same with local amenities and businesses.

Create pages that act as resource hubs for neighborhood business & amenities.

Identify & Market Popular Client Sources

Take previous & existing clients and try to understand where those clients came from and how they found you.

See if there is a way to build off that success.

Cross-Promote Local Businesses

Your clients will spend money nearby. Figure out what other businesses do well when you have 100% bookings. Offer a way to cross-promote, especially if they have multiple locations or a presence with your target client.

Remember that even a link to your website from their website will dramatically help your other online efforts.

Use Events To Get Social Media Attention

Events like open house tours, specials, holidays, etc are marketing staples for resorts. But events have a bonus effect online.

You can list them on multiple platforms to get extra exposure. Facebook is the best place for this tactic, but it also works on Google, Instagram, and event apps like Meet and Four Square.

Use Video Tours To Hack Social Media

Like events, most social media gives preference to video in their feeds. Take interesting video tours of your services & property.

Post the file natively to Instagram, Twitter, Facebook, and YouTube. Pay a small budget to boost it. And look for opportunities to embed it on your website.

Use Digital Referral Fees for Word of Mouth

Referral fees are also a staple of apartment marketing. But they don’t get the same reach as digital referral codes.

Whether you use a simple link, manually hand out custom codes, or use a software service – digital referral codes can help you move limited physical word of mouth to unlimited digital word of mouth.

Find & Sponsor Local Charities

Sponsoring local charities provides a few marketing benefits.

First, you can likely get a link to your website, which will help your other efforts.

Second, you can tap into a well-networked organization with lots of word of mouth potential.

Third, you can tap into neighborhood goodwill to help with soliciting reviews to help with your Google My Business efforts.

Next Steps

There are a lot of marketing ideas out there for spas and resorts. You don’t have to do all of them. You just have to do one or two well.

Find the one that fits your interests & resources and give it a try. Learn based on your initial experience and improve.


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6+ Best Dental Website Examples for Inspiration

Dentist Website Examples

So you’re creating a dental website, and you’re looking for dental website design examples for inspiration and guidance. You’re also wondering which website platform is best to use for your website.

But before we dive into examples of what professional personal websites look like in the wild on a variety of website builders and hosting platforms, there is one thing to keep in mind when you’re evaluating a website: it’s not just about how the websites look. The functionality matters too.

Think of it like buying a car. You have a make / model in mind, and you’re probably looking to see them drive by on the road to see how they actually look. However, you also care about how they operate. Does it accelerate well? Does it have the hauling capabilities you need? How is the gas mileage?

Looking at a dental website examples should be done in the same way.

Do you want the website to have appointment scheduling functionality? Do you want a patient portal? This functionality needs to be consider before you start choosing a website builder + hosting platform.

Find The Right Website Builder for Your Dental Website

We collected the following website examples not just to show you how they look on different platforms, but how they can function, so you can be sure you create a website that fits both the look and functionality you need!

Disclosure – I receive customer referral fees from companies mentioned on this website. All data & opinions are based on my professional judgement as a paying customer or consultant to a paying customer.

Best Dental Website Examples

We’ve pulled these examples based on functionality, design, and usability. Again, when you’re looking to build a dental website, remember that you’re not just thinking about making the site look good. You want to think about what your site actually needs to do, and find a platform that supports all of your needs.

Ponce Dental Group

Ponce Dental Group

Software: Adobe

Hosting: Adobe

This dental website by Ponce Dental Group has all of the bells and whistles. You can book an appointment, manage your appointments, and learn about payment plans and insurance all from the homepage. And yet even with all of this information, the layout is still clean and information is easy to find.

If you’re looking for a website layout that allows you to have multiple calls to action without overwhelming visitors or making the site difficult to navigate, this dental website example is a great one to use for inspiration.

Bay Area Dental Surgery

bay area dental surgery

Software: Weebly (Weebly Review)

Hosting: Weebly (Weebly Review)

On the other side of the spectrum is this dental website by Bay Area Dental Surgery Center. We liked the simplicity of this website, with the clear header and subhead that tells you exactly what this dentist does and who they help, and the cartoon graphic that adds an element of creativity and branding to the site.

This example just goes to show that a simple, straightforward layout can still be incredibly effective for your dental website. You don’t necessarily need something with tons of advanced functionality or even advanced branding!

If you’re looking for a good dental website example that includes a simple template that you can just plug your content into and get going, this is a great one to reference.

Grace & Leedy

Software: Squarespace (Squarespace Review)

Hosting: Squarespace (Squarespace Review)

This dental website example stands out for a few key reasons. First, notice how clear the navigation is on the homepage. As soon as you land on the website, your focus is drawn to the options of where to go next. It’s straightforward and makes choosing a next step simple.

We also liked the download functionality on the Form page.

The clear instructions and bright call-to-action buttons make it easy for visitors to see exactly what they need to do, and including the forms on the website not only enhances new patients’ experience online… but in person, too! No more filling out endless forms in the waiting room!

This site is another great example of a simple template that makes the most out of the design and functionality to give visitors a great user experience.

Dr. James Catt DMD

Software: Self-Hosted WordPress

Hosting: Codero + Linode

This dentist website example stood out to us for a few key reasons — the first of which being the color palette! Notice how the buttons, logo, and even header image all have the same color scheme. It makes the design look sophisticated, even though the layout is fairly straightforward.

Next, we also liked how Dr. James used focus landing pages to expand on each of his services:

This is a great way to make more detailed services pages that also provide valuable information for potential clients who may be doing research on dental procedures before deciding to move forward with them.

St. Lawrence Dental

St. Lawrence Dental

Software: Wix (Wix Review)

Hosting: Wix (Wix Review)

Have you ever gone to a website to try to find logistical information (like operating hours and contact information) and had to dig for it? How frustrating is that?

This dental website does a great job of keeping key logistical information in clear view. Notice how the operating hours, telephone number, and “request an appointment” button are all grouped together in the top right corner of the homepage. This gives visitors all of the information they need when booking an appointment, without them having to dig around the site to see when the clinic is open, how to call, or where to request an appointment.

Atlanta Dental Spa

Software: Self-Hosted WordPress

Hosting: Google Cloud / Google

This website for Atlanta Dental Spa is another strong dental website example that hits all of the marks. The layout is clean and sophisticated, and although the site has a lot of content (including before / afters), it’s organized in a way that’s easy to navigate.

We particularly liked the Messenger functionality Atlanta Dental Spa includes, which allows you to chat with them on Facebook Messenger directly from their website.

Atlanta Dental Spa Messenger

If you’re looking for an overall example to use for inspiration for your dental website, check this one out!

Next Steps

Now that you have some inspiration in terms of the design, colors, and functionality you may want in your dental website, where do you go from here?

Well, it really depends on where you are in your dental website building journey!

If you’re ready to decide on a website builder, check out my guide to choosing a website builder here.

Lastly, if you’re wondering how to market your dental website, check out my guide to creating a local marketing strategy.

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Most Popular Micropolitan Areas (Small Cities) for Startups According to the US Census

Most Popular Micropolitan Areas (Small Cities) for Startups According to the US Census

ShivarWeb has a lot of DIYers and freelancers not living in the biggest, richest cities of the world. In fact, I originally started this business in Athens, Georgia, USA – not in larger Atlanta. As a fun post, I thought I’d dig into some data for my non-metro area readers.

The benefits of big metro areas for new businesses are well-known, but so are the costs in money, time, and health. In the era of remote work, you can get a lot of the benefits of the city anywhere with an Internet connection, except one – being physically around other new business-owners.

With that in mind, I decided to look at the Census Bureau’s data on cities to see if there were any places in America that hit a sweet spot between being small & self-contained and being a popular place to start a new business.

Micropolitan areas are populated areas that have too much population to qualify as a rural area, and too few commuting ties to a larger city to qualify as part of a larger metropolitan area. They are between 10,000 to 50,000 people and quite a distance from a large city.

In other words – micropolitan areas are true small cities.

There are 536 micropolitan areas in America with a core city of between 10,000 and 50,000 people plus the population of the surrounding area.

Here are the Top 20 Most Popular Micropolitan Areas for New Small Businesses in America based on US Census data from 2015-2016 (most recently available). You can view the full list of 536 areas here.

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20. Breckenridge, CO Micro Area

Breckenridge CO
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New Businesses: 239

Breckenridge, Colorado is a hub for every outdoor sport that you can imagine. The Rocky Mountain scenery is incredible. It has world-class skiing, hiking, fishing, and kayaking. The area has a population of 31,007.

According to Crunchbase, you’ll find startups like –

  • Vaway, a vacation rental marketplace
  • Tomorrow Holding, a fiber reactor technology firm
  • Area 101, a professional food service firm

19. Tupelo, MS Micro Area

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New Businesses: 247

Tupelo, Mississippi is the hub of North Mississippi with an area population of 140,552. It’s the smallest city in America with two banks with more than $10 billion in assets.

Unlike many small towns, it has a thriving downtown with a strong balance of businesses and an independent spirit. You’ll also find growing startups such as –

  • Central Services Association, an IT firm focusing on utility management
  • Malco Theaters, a family-owned cinema firm

18. Summit Park, UT Micro Area

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New Businesses: 247

Summit Park has an area population of 41,933 and is known as the “richest small town in America.” Nestled in the Uinta mountain range, many of the homes are vacation homes, but it is also a hub for consultants and wealthy remote workers.

17. Sevierville, TN Micro Area

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New Businesses: 247

The Sevierville, Tennessee area has a population of 97,892 and is a mountain vacation hub on the East Coast. It’s surrounded by the Great Smoky Mountains with world-class hiking, fishing, and kayaking.

In addition to tourism-based startups, Sevierville is home to stratups such as –

  • Carp Data Service, a data analysis firm
  • Comfort Flow, an orthopedic dog bed firm

16. Jackson, WY-ID Micro Area

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New Businesses: 251

The Jackson, Wyoming area has a population of 34,721 and has played an outsized role in America’s history. It’s surrounded by two of America’s most iconic National Parks with the Rocky Mountains forming a bowl around the city.

The small city is a mini-hub for a range of startups like –

  • DMOS Collective, a provider of collapsible stealth and alpha shovels
  • Odyssey Sensors, an ag-tech company
  • Video Science, a video chat service for the healthcare industry

15. Brainerd, MN Micro Area

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New Businesses: 251

The Brainerd, Minnesota area has a population of 94,408 and a deep history with railroads, logging, mining – and now, tourism. It has a wealth of lakes and deep forests in addition to a classic downtown.

Brainerd is home to startups such as –

  • Elite Motorcycle Parts, a maker of premium motorcycle parts
  • MaxBotix, a designer & manufacturer of ultrasonic sensors

14. Branson, MO Micro Area

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New Businesses: 263

The Branson, Missouri area has a population of 87,601. It is the home of Mark Twain, and the setting of many of his stories.

The startup community is focused on tourism and food.

13. Augusta-Waterville, ME Micro Area

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New Businesses: 269

The Augusta, Maine area has a population of 122,083, and is also the capital of Maine. The city lies on the Kennebec River, and is also host to the University of Maine.

The startup community includes companies like –

  • Kenway, a manufacturer of custom composite products for mining
  • Southport Boats, a maker of high performance boats

12. Truckee-Grass Valley, CA Micro Area

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New Businesses: 274

The Truckee, California area has a population of 99,696, and is a popular home for small companies moving out of the Bay area into the beautiful Sierra Mountains.

The town lies on both I-80 and the first (and main) transcontinental railroad. The startup community includes companies like –

  • bigtruck Brand, a specialist in the design, marketing, and manufacturing of hats
  • Clear Capital, a valuation company for the mortgage industry
  • 1bios, a health tracking & engagement platform for healthcare companies

11. Twin Falls, ID Micro Area

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New Businesses: 279

Twin Falls, Idaho has an area population of 110,096. The main city has grown so fast, that the Census Bureau reclassified the area as a metropolitan area in 2019.

The startup community includes companies like –

  • Plant Therapy, a direct-to-consumer supplier of essential oils
  • BestNotes, a HIPAA compliant CRM and EHR system
  • KickBack Rewards, a data entry & CRM company

10. Concord, NH Micro Area

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New Businesses: 301

The Concord, New Hampshire area has a population of 151,232, and has strong links to the Boston startup scene. It’s the capital of New Hampshire and lies on the Merrimack River.

The startup community includes companies like –

  • Bradford Networks, a maker of automated security products for enterprise & governments
  • Nanocomp, a commercial producer of carbon nanotube-based lightweight sheets, tapes, and wires
  • CoolSim, an advanced CFD-based tool available for optimizing energy consumption in data centers

9. Hilo, HI Micro Area

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New Businesses: 318

The Hilo area has a population of 200,383, and is the main city of the “big island” of Hawaii. The city lies at the base of Mauna Lea and Mauna Loa – two of the most famous volcanoes in the world.

The city has large scientific, agricultural, and tourist industries – all of which influence the startup community. Companies in Hilo include –

  • Mauna Loa Macadamias, the world’s largest processor of macadamia seeds
  • DroneFlow, a fully automated aerial inspection technology
  • Shaka Tea – a line of refreshing herbal iced teas

8. Edwards, CO Micro Area

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New Businesses: 322

The Edwards, Colorado area has a population of 54,993, and lies in the heart of the Rocky Mountains in Central Colorado.

The area is a favorite of skiers and outdoor fans. The startup community is spread out & remote, but includes companies like –

  • HomeTrax, online tools for homeowners, service providers, and organizations
  • TripHero, a solution to the multi-layered problem of traveling with luggage and equipment

7. Glenwood Springs, CO Micro Area

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New Businesses: 342

The Glenwood Springs area has a population of 77,732, and is the “sister” micropolitan area to Edwards, Colorado. The city is nestled in the Roaring Fork Valley on the Colorado River. It has been named “the Most Vibrant Small Town for Arts” and the “5th Best Small Town” in America by different publications.

The startup community is very small and focused on arts & agriculture, but also includes some tech startups like Helpp, a connecting service for providers & consumers.

6. Kalispell, MT Micro Area

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New Businesses: 353

The Kalispell area has a population of 102,106, and lies nestled near both Glacier National Park (the “Crown of the Continent”) and the Canadian border.

The startup community includes companies like –

  • Roomie, a provider of better furniture options for college students
  • Counter Assault, a manufacturer of bear spray and personal protection spray
  • Expesicor, a drug discovery firm for neurological disorders

5. Torrington, CT Micro Area

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New Businesses: 382

The Torrington area has a population of 181,111, and lies within day trip distance of both New York City and Boston.

The business community includes companies like –

  • Trlby Innovative, a maker of custom impulse heat sealing equipment
  • Altek Electronics, an electronic manufacturing company providing chassis and control panels

4. Traverse City, MI Micro Area

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New Businesses: 385

The Traverse City area has a population of 149,914, and lies at the far north of Michigan’s “mitten” along Lake Michigan. The city is a top agricultural producer of cherries and other fruits. It’s regularly named as one of the best small town travel destinations and one of the best small towns to retire to.

The business community includes companies such as –

  • ATLAS Space Operations, a satellite communications service
  • DriveShare, an online marketplace for classic cars

3. Key West, FL Micro Area

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New Businesses: 387

The Key West area has a population of 75,027, and is the sourthernmost city in the continental United States. It is a hub for tourism, festivals, and tropical living.

The business community centers around consultants, travel, and tourism companies.

2. Claremont-Lebanon, NH-VT Micro Area

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New Businesses: 437

The Lebanon area has a population of 217,215, and lies in the Connecticut River Valley. It is home to the Dartmouth Medical School and Dartmouth Medical Center. It also has strong transport links to the Boston area, which influences its business community.

The Lebanon area is home to businesses such as –

  • Appcast, a job advertising platform
  • Adima, an antibody discovery and optimization platform
  • Avitide, a purification solutions firm for biopharmaceutical companies

1. Bozeman, MT Micro Area

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New Businesses: 536

The Bozeman area has a population of 111,876, and lies at the gateway to Yellowstone National Park along with the largest ski resorts & outdoor opportunities in the United States. The town regularly appears as the “Best Small Town in America” lists. With all the entrepreneurs & economic growth moving to Bozeman – I’m not surprised to see it top this list as well.

Bozeman is home to businesses such as –

  • Schedulicity, an online appointment scheduling platform for discovering and booking local services
  • Quiq, a customer service messaging platform
  • Absaroka Energy Company, a provider of clean renewable energy


I can’t criticize big cities. After all, I ended up moving to Atlanta after starting in Athens, GA. Big cities are great.

But…big cities aren’t the best option for some businesses. And the certainly aren’t the best option for many individuals. I loved this Planet Money episode explaining why.

Remote work and online tools make anywhere a good place to work. But you still need to be able to make “anywhere” work for you – and that includes being around other businesses & startups.

There are plenty of startups & small businesses in nearly every city. And as you can see from the list above, there are some small cities that have more than plenty.

Find your place, find your people, and build your business.

You can view the full list of 536 areas here.

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