What does An Online Business Manager Even Do? (Is it different than a Virtual Assistant?)
- Katie Williams
- Nov 6
- 5 min read
Running a business by yourself (a solopreneur) is a bit like conducting an orchestra while playing all of the instruments yourself. You’ve got the rhythm, the vision, and the artistry—but you’re also juggling the emails, invoices, scheduling, client onboarding, social posts, and about 47 tabs open in your brain (and on your computer). If you're a creative, this business backend will start feeling overwhelming and suffocating. It's stifling your creativity and stealing your joy for why you started this business in the first place.
If this is where you're at as a business owner, you're probably thinking "I need help!"
But what kind of help?
You’ve probably heard about Virtual Assistants (VAs) and Online Business Managers (OBMs), and maybe even assumed they’re basically the same. Spoiler alert: they’re not. This is so important because understanding the difference can completely change the way your business grows!
So What Is a Virtual Assistant?
A Virtual Assistant is your extra pair of hands. You're the mastermind, and they're the minion carrying out your tasks. You build the list, they check things off.
They will often handle the administrative side of things so you can focus on your creative craft.
Typical VA tasks include:
Managing your inbox (keeping it clean and responding to inquiries)
Calendar upkeep (scheduling meetings, keeping your personal and professional lives up to date)
Corresponding with clients
Posting pre-written social media content
Updating your website
A good VA is worth their weight in gold when it comes to organization and consistency. They help keep things moving.
And if you're feeling stuck because they're aren't enough hours in a day to get your list done, then hiring a VA is the perfect fit for you! (Check out our guide to hiring the perfect VA here!)
But if you find yourself needing a little more attention, direction, or momentum then you might need an OBM instead...
When You Outgrow Your Virtual Assistant
At a certain point, if you're doing things right, your business is going to start to shift.
You’re no longer just trying to stay afloat. Now, you’re ready to scale.
You have more clients, more offers, more systems… and more moving parts.
That’s when the role of a Virtual Assistant starts to feel a little limited. You don’t just need help doing the work anymore... You need someone who can manage the work, improve your processes, and anticipate what’s next.
Enter the Online Business Manager (OBM).
What an Online Business Manager Actually Does
An OBM is your second brain. They are your right-hand strategist. They are the person who keeps all the moving pieces connected so your business doesn’t just function—it flows.
They aren't just checking items off a list, they're helping your create the list, find direction, and get unstuck.
Here’s a look at what that actually means:
Building processes and client workflows
Designing client journeys that feel seamless, professional, and AUTHENTIC!
Maintaining your CRM (because if you’re still using spreadsheets for leads… it’s time)
Managing projects and teams so you can focus on the big picture vision
Writing and building newsletters that nurture your audience
Creating and managing online stores or digital products
Handling transactions, invoices, and payment systems
Researching and implementing new software to keep you efficient
In short: A VA gives you your time back. An OBM gives you your space for creativity back. Both important, both vital, but both very different.
Quick side-tangent: let's talk about scaling. It doesn't have to be this scary thing. Scaling just means growing. We're not talking about hiring 20 people, just one (mayyyybe two) to help take your business to the next level.
If you're still unsure, check out our article on the top 7 ways an OBM can help your business grow.
Why Creative Business Owners Really Benefit From Hiring an OBM
If you’re a photographer, blogger, designer, or other creative entrepreneur, you already know that your brain runs on imagination, not spreadsheets.
You thrive in the realm of new ideas and building something. But the admin side of things? The structure, the tracking, the follow-ups, the workflows? That can feel like wading through wet concrete.
That’s why creatives often find the biggest relief in hiring an OBM. It's a huge weight off your shoulders to be able to pass off the "right brain" side of your business.
An OBM brings order to the chaos without stifling YOUR creativity. They help you build systems that support your art, instead of smothering it in spreadsheets.
Imagine this...
A streamlined onboarding system for new clients
Automated workflows that send contracts, invoices, and welcome emails without you lifting a finger, but still build genuine and authentic connections
A consistent content schedule that doesn’t rely on last-minute panic
Reports and metrics that you can actually make sense of
Running a small business is a HUGE mental load. But you don't have to carry it alone!
So Do You Need an OBM or a VA?
If you’re still not sure where your business fits, here’s a quick gut check.
You probably need a VA if:
You spend hours on repetitive admin tasks.
You just need someone to help execute tasks you’ve already planned.
You’re not ready to delegate strategy—just the doing.
You probably need an OBM if:
You feel like you’re constantly playing catch-up.
You have a team (or plan to) and need systems to keep everyone organized.
You’re losing track of what’s working and what’s not.
You’re ready to scale, not just survive.
If you're still not sure, you can always schedule a clarity call so we can chat about YOUR specific roadblocks.
I Want To See You Succeed
If I can get honest real quick about this one thing... Burnout is so real, especially in small businesses. Maybe you aren't there yet, but if you're starting to feel the heat, now's the time to ask for help. Don't wait until you're spinning your wheels, or worse totally stuck.
My clients are all unique and their individual businesses are too (it's something that I LOVE; getting to know their individual passions and reasons for creating), but their problems all have the same root issue: They started their business to do one thing (take photos, capture memories, tell stories, build resources, share recipes) and ended up spending most of their time doing something else (responding to emails, chasing clients, spending hours on social media, building up drafts).
What they were once passionate about became what they only got to do about 20% of the time. The other 80% was taken over by things they didn't care as much about, but were VITAL to their business surviving.
So how do we move forward? How do we keep the necessary work of connecting with clients, building a following, and nurturing leads, but still get to do what we set out to do in the first place? Hi, it's me. I'm the answer, it's me.
Seriously though, I am weirdly passionate about all that backend stuff. I love building nurture sequences; working with Google Search Console to build better SEO; proofreading, drafting, and scheduling blog posts; and encouraging you in your passion as we strategize new ways forward.
Ready to Get Unstuck?
If your business has outgrown DIY systems and scattered spreadsheets, it might be time to bring in someone who can help it run like the creative powerhouse it’s meant to become.
