Everyone loves a good word-of-mouth referral, right? Someone raves about your business to a mate, you’re picturing a new customer walking through your door, job done. Except… that’s not really how it plays out anymore. People are already halfway through Googling you before that conversation’s even over. Yeah, while you’re not technically bleeding money, you’re still losing money because that potential customer just lost all interest in you.
But yeah, that recommendation gets you on their radar, sure, but it’s nowhere near a done deal. These days, people want receipts. They’ll check you out, have a little snoop around your website, and decide if you’re the real deal before they even think about ringing you up. Chances are, you’re doing this too, right? Well, you just need to put yourself in their shoes; that alone gives some perspective.
Here’s Why Google’s the Real Decider Now
Now, sure, your mate, your absolute best friend, could be your biggest cheerleader, but most people will still grab their phone and look you up before they do anything else. Now, generally speaking, it’s not personal, it’s just how people work now. Everyone double-checks everything, especially when money’s involved. Again, you’re probably no different when it comes to your time and money, right?
So, that quick search does more than you think. People aren’t just being nosy, they’re checking if your business is actually alive, if your website doesn’t look like it belongs in 2009, and if you seem legit. If all they see is some crusty Facebook page and broken links, they’ll move on… fast. For the most part, it makes you appear unprofessional, or it’s just a dead business because of how outdated and clunky the website looks.
First Impressions are Happening Online
Like it or not, but yeah, this part is totally true. Anyways, remember when a good handshake and a chat used to seal the deal? Yeah, it’s very boomer, and it’s something you still see on TV and movies, but yeah, that’s history. Like, it doesn’t really exist anymore. Now, your first impression is whatever Google throws up and however your website looks. Sure, it’s scary to think, but it’s true.
If your site’s clunky, confusing or takes forever to load, people are bouncing before they even figure out what you do. People want answers in seconds. Who are you? What do you offer? How do I get in touch? If they’ve got to dig around for basic info, you’ve already lost them.
Don’t be the Business that’s Impossible to Contact
Seriously, nothing kills a lead quicker than making it a chore to get in touch. No one’s got the patience to hunt through five pages just to find a phone number, and those contact forms that feel like they’re sending messages into a black hole? Everyone hates those. Just generally speaking, try and keep it simple. You’ll need a clear phone number, a visible email, and a quick form that actually gets answered. So, if people can’t figure out how to talk to you, they’ll talk to someone else instead.
Everyone’s Stalking Your Reviews
Yeah, put yourself in their shoes, chances are, you’re quite literally doing this exact same thing when it comes to a business. Like, thing of a restaurant a friend recommends, you probably read about it first on Google Reviews before you go visit, right? Well, it’s no different for your business. So, even if your mate says you’re the best in town, people still want a second opinion; they’ll use Google reviews, and they’re snooping to see what strangers have to say about you.
Alright, so, if there’s no reviews? Well, as unfair as it all sounds, people get weirded out with that. A few stinkers and no responses? Huge red flag. A handful of solid, recent reviews? That’s the sweet spot. It’s simple social proof, but it works.
You have to Stop Letting Referrals Do All the Work
It’s best to just go ahead and circle back to what was being mentioned earlier. So, sorting your website doesn’t just help with referrals, it opens the door to people who haven’t even heard of you yet. Of course, referrals can’t do all the work. Your website can’t entirely do all the work either. Just think about it; you show up on Google, people click, and you start getting enquiries from people outside your little referral circle. Sounds great, right?
Well, that’s exactly why you need to go beyond just the aesthetics of your website (but you still need that), and you need to not just focus on referrals either (but you still need this one too). You also need SEO; ideally, you should look into B2B SEO services, rather than trying to DIY the SEO (which honestly isn’t recommended).
Your Competitors are Gatecrashing the Party
Getting back to what’s getting in the way, well, here’s the bit people forget… when someone Googles you, your competitors show up too. Even with a solid referral, if your site’s a mess and your competitor’s got a slick, easy-to-use website, guess who they’re calling first? So that’s why you’ve got to back yourself up online. You’ve already got someone recommending you, don’t let a dodgy website give that lead away.
But there’s the Quick Fixes that Actually Work
You don’t need to reinvent the wheel, just get the basics right. Decent website, a few good reviews, and make it clear what you actually do. None of that buzzword fluff either. Keep it plain, keep it obvious, and make sure people can figure you out without squinting at tiny text or guessing what your services mean.
You Still Need a Decent Website
Again, referrals are brilliant, but they’ll only get you so far. Again, they’re great, but not 100% perfect. Overall, people want to see that you’ve got your act together before they trust you with their money. So, a quick, simple website with clear info, a couple of nice reviews, and easy contact details makes people feel like they’re in safe hands. Yeah, it’s so generic, but it can be that simple (but aesthetics help). Basically, if you skip that, you’re just sending good leads straight to your competition.
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