Checklist to improve your business

6 minute read • Last updated: 25 February 2025

Not sure what the next step is for your business? From improving your social media accounts to coming up with ideas for a new product, there are lots of different ways you can work to improve and grow your business.

Walk through options including improving your service standards and tailoring your product to new audiences, and find the right step for you right now. Use this checklist as a guide throughout your journey - there are always opportunities to come back, review how you do something and make further improvements. You'll soon be seeing a steady growth in your business which will benefit both you and the local economy.

Check your set up

Your business may have been running for a while, but it never hurts to go back to basics. Take a look over the relevant legislation for tourism and events businesses and make sure you are still compliant.

This is particularly important for accommodation businesses with the new visitor levy legislation – there are several consultations and discussions taking place now across the country.

If you’re thinking about growing your business, now might be a good time to consider money – look at your options for funding, and make sure you’re charging the right price for your product to the right audience with our pricing strategies.

See all of the ways to start a business.

Get tailored sector advice

Visitor at shop/reception desk in Perth Museum — Perth Museum

Each of our tourism and events sectors are different – everyone has different areas to develop around customer service and physical spaces with our best practice guides. There are dedicated booking systems for each sector, and specific legislation for sectors such as accommodation.

There are also a variety of case studies from businesses who have taken the same journey. Learn what they did and what difference it made to their business, before deciding if it’s the right path for you as well.

Check out tailored advice for:

Understand your customers

Once your business is up and running, you can now check if your actual customer is the same as what you expected across market, age, interest and more.

Go back and define what your target market is, before checking your website and analytics to see if it matches.

If you’re looking to attract new customers, it’s well worth looking over how customers plan and book a trip to Scotland. This shows you what channels you could think about adding to your marketing mix.

All this customer information needs to be easily accessible for future marketing planning – see if your customer relationship management system is delivering what you need, and what options are out there.

Improve your product

When was the last time you did a walk around of your business and checked everything was up to standard? Take another look at your options for setting your own product standards, and then check out what best practice looks like for your sector.

Are you getting enough customer feedback to know what’s working and what’s not? Think about encouraging more online reviews and how you can best manage that feedback.

Once you’ve got that feedback, think about ways to improve your customer service – how could you go above and beyond for every customer?

Market your business

Your marketing channels
Every business needs a strong set of marketing options – a website, a social media account and business listings.
Once you’ve set up your website, you need to look at ways to improve the search engine optimisation and the user experience to ensure you make the most of every opportunity.
Start with one social media account and build a consistent posting schedule before expanding to other options. Think about new types of content you can create for sharing across your channels, and make sure you have a great set of images to best showcase your products.
Your business listings
Where else is your business featured? You can set up a business listing with Google Business Profile, Google Things to do, Tripadvisor, VisitScotland.com, your DMO and more.
Set up your business listings.
Working with VisitScotland
Think about more ways to work with VisitScotland – you can create a VisitScotland.com business or event listing, suggest a new story to the press team, get tips for sharing your social content, and align with the annual marketing calendar.
Other marketing opportunities
Got all that up and running? It’s time to consider other marketing opportunities including an email marketing programme to your customer database, or consider other press opportunities. Think about investing in working with an influencer or setting up paid marketing or traditional media opportunities.
See all of the ways to promote your business.

Be inclusive and sustainable

People in the audience at an event including a woman in a wheelchair pointing at the stage — Nice N Sleazy, a live music bar

Developing an inclusive business

By running a more inclusive business, you’re not only helping customers to enjoy a better experience, but you’re also making your business a more appealing prospect to more people.

Understand the importance of inclusion and accessibility, see what training courses are available and get tips on inclusive communication and positive language.

Find out more about being an inclusive business.

Create a sustainable business

Take stock of where you are on your sustainability journey and develop a plan to ensure your business’ future for a long time to come. Start at the beginning with our guide to net zero and sustainability including an overview of current legislation and a glossary of key terms.

Learn how to measure your climate impact and see where you’re starting from, before creating a climate action plan with targets for the next few years. Decide what short and medium-term improvements you can make, before finally looking at long-term sustainability plan with bigger business changes.

Make your business more sustainable.

Grow your business

Reach new markets
Have you thought about how you can increase the number of customers you get from a particular market? Check out our visitor market guides which help you turn insights into actions. Looking at Scotland’s target markets and products, understand the customer motivations, and find tips on how to attract them through your marketing.
Sell through a partner
If you’ve got incredible customer service and have optimised your direct marketing opportunities, it might be time to start thinking about selling through a travel distribution partner.
A partnership with a tour operator, online travel agent or destination marketing company can extend your reach and bring your unique product to a wider audience.
Find out more about travel distribution and the benefits, before connecting with a distribution partner.
See all the ways to grow your business.

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Checklist to improve your business

Check your set up

Get tailored sector advice

Understand your customers

Improve your product

Market your business

Your marketing channels

Your business listings

Working with VisitScotland

Other marketing opportunities

Be inclusive and sustainable

Developing an inclusive business

Create a sustainable business

Grow your business

Reach new markets

Sell through a partner

Need something else?

Related pages

Awards and accreditations

Partner support opportunities

Showcase your accessibility with a Detailed Access Guide

Prepare your business checklist

Sign up for the latest advice

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