I had a conversation yesterday with another branding professional regarding websites. The chat went something like this:
I tried to Google you, and I didn’t find anything. Was that intentional?
Not really, no. I have enough brand recognition from my previous clients that I don’t really need Google to find work.
This brings me to a very good point about any small business – what is your referral model? There are two effective referral models for small businesses and independent consultants: 1) Direct word-of-mouth referrals from past clients and 2) Business that walks in off the street.
Both channels are rooted in referrals. Either your past client gives a contact your phone number/web address or they make a direct introduction because they value your service. They’re both fantastic ways to find new clients … but direct word-of-mouth referrals are rare unless you are already well-established. A small business that’s somewhat new to the market almost needs a website, though. Established firms are common knowledge in the right circles, but newer ones are going to be researched a little before someone makes that first phone call.
I’ve been in the business of helping small businesses and individuals develop their online presence for quite some time. It’s an important aspect of any developing business, and one you should seriously consider if you’re trying to grow your bottom line. The question you need to ask: Are we receiving enough face-to-face introductions from past clients to grow our business, or do we need to cultivate referrals on our own?
