Do Referral Businesses need a web site?
"Thanks for all your help with our website and your
suggestions. We get so many comments on our web site.
Web reservations are going great. Your other marketing
advice is working well too!"
Thanks
-Kathy, Innkeeper
Inn at The Rostay, Bethel, Maine
Referral-Based Business.
4 Reasons Why You Still Need a Solid Website...
Recently I was approached by a friend to provide
an estimate on a new website for his company. During
our initial discussions, we talked about his
company’s strategic goals, their audiences and the
markets in which they serve. Also during our
discussion, he mentioned the fact that his boss, the
owner of the company, was not necessarily sold on
the need to invest much money on the website since
referrals are really their primary focus for
generating new business.
As the owner of a referral-based small business
myself, I certainly understand the notion that
making a significant investment in something that
may not bring a return might not be a smart move.
But as a website developer, I have also seen first
hand how a solid website can be the soft-selling
opportunity that gives prospects the confidence to
pick up the phone and call you.
Sales & Marketing Are a Lot Like Dating
I find it funny how sales and marketing can be a lot
like dating. As a confident guy, you feel like you
have a lot to offer a girl and most of the time,
when in social situations, you can get her digits,
which may or may not lead to something. But she
hears good things about you from her friends, so she
decides to take the next step and try out your goods
(bare with me here people).
But what happens when a nice girl, who has just
moved into the area and doesn’t know a lot of
people, starts her search on the web? She’s busy
with her new job and doesn’t really make it out to
the social scene. Other than the web, she really has
no way of knowing you exist and might just be her
soul mate.
So she starts her search and finds a lot to choose
from. There are big guys, little guys, and cute guys
with lots of flash, but not much substance. She’s
determined to find the right guy that “completes
her”, but since you didn’t make a proper investment
in your website, this match made in heaven may never
happen.
There are a few key points within this analogy that
I’d like to drive home.
You Can’t Be Everywhere at Once -
While your personal networking efforts may always be
your number one new business generator, you can’t be
everywhere at once. Business growth really starts
ramping up when you can duplicate your presence
(your brand and your message) in many different,
targeted mediums.
Search Engine Optimization/Internet
Marketing – The internet is the first place
people go to source products and services. And
search engines are the driver. Period. In order to
capitalize on these buying opportunities, search
engine optimization and internet marketing
strategies should play an ever-increasing role in
your marketing efforts.
Perceived Value – First impressions
are everything. If your site’s design and
organization are subpar, your company will be
perceived as the same, subpar. A proper investment
in your site design and website architecture will go
along way in raising the perceived value of your
company.
Content Expectations – Every time a
new visitor stumbles onto your website, they are
looking for something, and they expect to find it.
If they don’t, they move on. A solid website is one
that has been carefully engineered to quickly
provide the content that your target customers will
need to make a buying decision. And the most
effective content is professionally written and
delivered as if you were providing it in person.
All Alone On a Saturday Night
Bottomline, it doesn’t necessarily take a
big investment to build a solid website that can be
found on search engines. The key here is to make an
appropriate investment to build a site that can help
you reach your goals for business growth. Not
investing enough may leave you sitting at home alone
on a Saturday night waiting for the phone to ring.
________________________________________
About the Author: Brody Dorland - Since receiving
degrees in Public Relations and Marketing from Kansas
State University, Brody worked for both advertising
agencies and corporations creating award-winning,
integrated marketing programs for companies in a variety
of industries. Today, Brody manages
Something Creative, Inc., a Kansas City-based,
virtual marketing and interactive agency.
At IMS-21 we agree
with Brody (though I am happily married and no longer
date). You need a web site that is constantly
working for you. Even when you are asleep. Referral
business is key to our business at IMS-21. But you
coming and seeing our professional web site is also
critical for us to gain your confidence. Our
websites generally result in
10 - 30% year one
increases in your business.