7 killer reasons why a website is essential (even if you rely on word-of-mouth)

In today’s digital age, having a strong online presence is crucial for the success of any business. However, if you are one of those lucky entrepreneurs who get all their business through word-of-mouth, you'll probably be thinking about whether investing in a website is worth it.

After all, why fix something that isn’t broken? In this thought-provoking article, we'll explore the various ways a quality website can benefit your business, even if you primarily rely on direct referrals. So let’s dive in and discover the untapped potential that lies within an effective online platform.

While word-of-mouth referrals are invaluable for generating new leads and building trust among potential customers, there are clear limitations when it comes to expanding your reach beyond your immediate network. Put another way, what happens if and when the well runs dry?

A performant website acts as your online storefront to enable potential customers to discover your business. With over 4 billion internet users worldwide, having a website opens up endless possibilities for reaching new audiences and attracting clients who may not have heard about your business through traditional word-of-mouth channels.

A strong website (both in terms of design and content) will naturally lead to a different and arguably better quality of leads generated. When you rely on a simple brochure site or purely word of mouth, there is little to no lead qualification that takes place. This means you may be attracting the wrong type of work, whether this is down to incompatible budgets, poorly defined briefs or other limitations like timescales and geography.

When you invest in a quality website (with a shameless self plug for Sites Done Right), you'll be able to do things like use dynamic forms to automatically qualify your incoming leads based on the criteria that matters most to you.

We find that leads can be defined in a few states:

• Unqualified: A lead (person or company) that has left details and shown some degree of interest in your product or service, but you have not been able to determine if they are a good fit. You might often generate leads like these via generic contact forms and newsletter subscriptions. Leads like these will often need further nurturing and qualification to see if they are actually a good fit.
• Marketing Qualified: A lead which has been assessed as a good fit in general terms (having a higher likelihood of converting into a customer at some point). These leads will often been determined based on criteria you define like demographics or potential interactions with marketing content you have shared. This could include downloading certain resources, attending a webinar you've hosted, the number of visits to your site, or having filled in a more purpose-built form online. When ready, marketing qualified leads are often passed on to a sales team to further nurture and educate with a view in mind to convert to a customer.
• Sales Qualified: These leads are considered ready for direct sales engagement. Often these leads will have given some indication of buying intent i.e. filling in a form online to enquire about costs or more information on a specific product or service. Sales-qualified leads will follow the strictest criteria for evaluation i.e. knowing the budget of the lead, the timescales in which the offering should be provided, and importantly, the decision-making capacity of the lead (can they sign off on spend or will they need approval from someone else).

It is through a well-planned and structured website that you can work quality leads through this funnel from unqualified to sales-ready in a predictable and consistent way.

A well-designed website provides credibility and builds trust among prospective customers. When people hear about your business through word-of-mouth, their natural instinct is to search for more information online.

Without a website (or an underperforming one), they may question the legitimacy or professionalism of your business. On the other hand, a polished and informative website reassures potential clients that you are established and enhances your credibility.

By including testimonials, case studies, and customer reviews as forms of social proof, you can further solidify the trust customers have in your brand, even if they initially heard about it through word-of-mouth.

A well built site will have easy-to-manage options for creating case studies, sharing testimonials and including reviews as standard.

The current landscape is flooded with numerous recommendations being presented to people. Yet, your website has the potential to make a remarkable impact and help you stand out from the crowd.

Imagine a vibrant Facebook post where someone is desperately seeking recommendations for a top-notch tradesperson. Can you visualise the flurry of activity as friends flood the comments section with valuable suggestions and links to skilled tradespeople they’ve personally used? What will make you stand out from the sea of choices?

The reality is, wherever recommendations are made, it is more likely than not that your potential customers will be avidly evaluating your offering against that of your competition. They’ll be assessing who is most credible, who showcases their experience and ultimately a quality website is the heart of validating these points.

If your site underwhelms or you are relying solely on your social media profiles, you run the real risk of missing out on new opportunities for work and growth.

Your website should provide an opportunity to showcase your expertise and differentiate yourself from competitors. By regularly publishing high-quality content such as blog posts, articles, or videos related to your industry, you will establish yourself as an authority in your field.

This not only boosts your reputation among potential customers but also helps attract organic traffic from search engines. When people search for information related to your industry, having a website with valuable content increases the chances of them discovering your business and ultimately becoming a customer.

Of course, there is a lot more depth to SEO (search engine optimisation) but the beginning of on-page optimisation will be the quality of the content you produce!

One significant advantage of having a website is that it works for you around the clock, even whilst you rest. Internally we describe this as the employee that never sleeps!

Unlike traditional word-of-mouth referrals that rely on someone being available to share information about your business, a website is accessible 24/7. Potential customers can learn about your products or services at any time of the day or night, increasing convenience and accessibility. This allows you to capture leads even when you are not actively marketing or networking.

A website opens up opportunities for expanding your service offerings beyond what may be shared through word of mouth alone. You can use your website to promote additional products or services, offer online consultations or appointments, sell merchandise or digital products, and much more. By diversifying your revenue streams through online channels, you reduce dependency on word of mouth referrals while simultaneously increasing profitability.

While word of mouth marketing is undoubtedly valuable for any business, having a website complements this strategy by expanding your reach, building credibility and trust, showcasing expertise, providing 24/7 availability, and allowing for the expansion of service offerings.

Investing in a well-designed website is an investment in the long-term success and growth of your business. So don’t miss out on the vast potential that lies beyond word of mouth referrals – establish your online presence today and unlock new opportunities for your business to thrive.

Are there any reasons you feel we've missed? Are there benefits from your website that help you to stand out from the sea of word-of-mouth referrals? Why not reach out in the comments section below - we'd love to hear your thoughts!