How to use your website to support referrals

Thursday, 04 March 2010 07:39

A fortnight ago a site redesign for a client was launched, and this week they reported that they got their first enquiry from the website.

It was a referral (ie someone had told the person about the company), which initiated a discussion about the vital role your website plays in supporting referral business.

A visitor might know there's a good chance you have what they need - but why would they chose you over your competitors?

People will get a number of suggestions

If someone is asking for a printer, a mortgage broker, plumber or other professional, chances are they'll ask a number of friends and associates if they know anyone.  And they'll get a number of suggestions and recommendations.  Some of those will come with contact info, sometimes people just offer a name.

This is where your website starts to do it's work.

The first thing people will do (particuarly if they only have a name) is look online to see if your business has a website.  If not, you immediately are at a disadvantage because your competitors will.  There's a good chance your name will go immediately into the bin at that point if you don't have a website.

Then, people will make a decision on what they find once they get to a website.

They already know what you do and that the referrer thought you would be able to help them. 

How do you meet the needs of this audience to close the deal and get them to get in touch with you?

1. Speak to their need.

You only have a few seconds to make the connection with people to show them you have what they want.

And what they want or need goes beyond your product or service, but includes intangible things like an organisation that is trustworthy, has good service, in the right location etc.

Provide information about what you provide and the benefits to them up front.  There's time to talk about how much you love what you do and that you've won lots of awards later.

2. Build trust.

There is a range of things that build trust:

• Profiles and photos of the key people behind the business, particularly if small.  This shows you are a real person and willing to stand in front of your business
• A professional design - a shabby site that looks home made gives the impression that you are less than professional
• Testimonials - testimonials help build a picture of the business they are dealing with and the benefits on offer

3. Make it easy.

• Make contact details easily available on the site.  Don't make visitors jump through hoops just to make an enquiry.  Offer different ways to get in touch as well as an online contact form, ie your phone number and location
• If they have to visit you, include a map showing where you are and the nearest parking
• Don't be coy about what you are offering or irritate people with marketing spin.

4. Offer something of value.

• Offer a report in turn for their details
• Provide great content that helps people make a decision (to use you of course!) by illustrating how your product or services fits with their needs, technical specifications, checklists or things they need to think about.

You will hear from some people that they found you online or looked at your website, what you should be asking is how many people looked at the site and didn't call you?