If you’re the owner of a small business, online strategies may be towards the bottom of your To-Do list. We understand. Daily operations generally create more than enough work for you, and your desire to take on additional projects is probably low. But we have some good news:

What works for small businesses online may be the same thing that works for them in the real world, according to a recent survey conducted by Web.com, which included 2,150 consumers and 850 small business decision-makers.

The survey report noted that consumers like small businesses mainly because of “strong personal relationships,” with most respondents saying that it’s important that a small business possess the following related characteristics:

• It’s “easy to do business with”
• It’s “personal, intimate, human, face-to-face”
• It’s “customer-focused”
• It’s “reliable, there when you need them most”
• It’s “local, close-by, convenient”

Therefore, the study observed that small businesses might be “[M]issing out on revenue, loyalty and customer engagement opportunities by not extending face-to-face relationships with consumers into the web and social media . . .”

Currently, small businesses are not employing this approach enough. Instead of focusing on the human, personal side of online interaction, small businesses appear to be focusing on [T]ransactions, awareness and marketing.”

As a result, only half of consumers surveyed said that small businesses “meet or exceed” their expectations through their website and social media profiles. Moreover, 61% of business decision-makers were positive about their websites, but only 46% of consumers agreed, revealing a gap in perception between small business owners and their customers. More dismayingly, many small businesses have not even bothered to develop an online presence at all, as only 34% of consumers surveyed said that the small businesses they know have websites.

Connecting with customers online is a worthwhile effort. It will come as no surprise that 83% of consumers surveyed said a business’s online presence influences their decision to use that business. Indeed, 58% percent would work with a small business if it met their web expectations.

Putting all of this advice together, small businesses should generally seek to enhance personal relationships with customers online, and strengthen bonds. Instead of focusing on promotions and generic messages, small businesses should make the most of social media and try to bring the same human touch online that they excel at in person.

Here are a few suggestions to experiment with:

• Have authentic conversations with those that connect with your business via social media (as opposed to stiff, corporate dialogue), and make an effort not to ignore people that reach out.

• Promote your appearance at community events online.

• Run contests that involve interaction with your social media accounts.

• Include features on your website that humanize your business, like a picture of the founder with a personal note.

Opportunities online don’t have to involve a lot of technical expertise. Just bring the same winning approach that you use offline, and customers will feel right at home.