4 Reasons Why Referral Based Businesses Still Need a Solid Website

By: Brody Dorland at Allure New Media, LLC

Submitted on Tue, Jun 3rd, 2008 10:40 am

Despite the fact that many small businesses utilize referrals as their main source of new business, a solid website is still a must to capitalize on soft-selling opportunities when your prospects are on the web looking for product/service providers.

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 Is 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.

1. 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.

2. 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.

3. 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.

4. 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

Bottom line, 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
Allure New Media, LLC

Since graduating from Kansas State University with a BA in Public Relations and a Minor in Marketing, Brody has worked on both the marketing-agency side and the corporate side creating integrated marketing programs for companies in a variety of industries (financial services, consulting, commercial real estate, water/wastewater, building products, automotive, food and information technology). As the president and creative director of Something Creative, Inc., Brody provides small and mid-sized businesses with high-quality, creative marketing services at very competitive rates. Something Creative's services include strategic planning, branding, graphic and web design, advertising campaign development, search engine optimization, internet marketing and copywriting.

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