Does your website really matter if your business is already (or is predicted to be) mostly based on referrals?
I hear this every now and then from clients in our design business. Mainly from more seasoned professionals who have built a solid client base for themselves, but also from those new to the industry who predict this is where the majority of their clients will come from.
Let’s cut to the chase – YES, you do need a modern website in today’s world EVEN IF your business is mostly based on referrals.
But why? If people are naturally spreading the word organically through referrals, why would the website even matter?
The reality is – even if someone learns about your company through a referral, most often they will do a little homework and look you up before working with you.
It’s so normal these days to want to check someone out online before contacting them. I even have clients tell me their past clients or people in their network WANT to refer them, and are asking them for their website to do so. They’re then anxious to either get someone up (if they have nothing) or redo their outdated one.
Your website is basically like your digital business card and online storefront to the world.
So for example – someone who has no idea who you are could hear about you through a referral – which is awesome! But if they come check out your website before contacting you (which is super common!) and you either (#1) don’t have a website at all or (#2) it’s really outdated – it will reflect on their first impression of your company.
Having no website live at all doesn’t quite feel like the website is a “real” company by today’s standards. And having an outdated website (one with an outdated design or messaging, low quality images, or doesn’t look or function well on the mobile view) can give off an unprofessional feeling.
Now, they still may contact you to work with you (despite the website) because of the referral. Having social proof of the success you can bring to your clients through someone else they know personally is extremely valuable. It immediately builds trust with you without even knowing you.
But you want your website to reinforce this trust and excitement from the referral, not have them questioning it.
I spoke about this in a previous podcast episode, but one of our past clients booked a $100k trip value travel client who came through a referral – BASED ON HER WEBSITE!!
So this person learned about her company through a social media post someone in her network shared about her (basically an indirect online referral). And when they booked in they told her directly the reason why they ended up reaching out to her in the end was because of her website.
This is an AMAZING example of the influence your website can have when it’s done well- AND gets in front of the right people!
If you’re someone who has an established business with a steady flow of repeat clients and referrals, you may be in a situation where you are actually FULL of business and are not concerned about attracting clients with your website. We’ve had clients like this before!
In this case, it may not be AS urgent or timely to get your outdated website redone, but at a certain point it’s time to keep up with the times and make sure your website is modern and up-to-date with who your businesses is and how it operates today.
Having a well-designed brand and website also can increase your chances of putting yourself out there in your industry – with networking, collaborations, connections etc – because you have a greater sense of pride in your brand.
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