Last week, I introduced a business man – let’s call him Pierre – and the two reasons he gave me for not having a web site:

1. Web sites cost too much.
2. He gets his business by word of mouth.

I responded to his mistake #1 last week.  Here are my thoughts about Reason #2.

OK: Pierre gets business from word-of-mouth advertising. So he has a Marketing Plan and it’s called Referrals. Great! Referrals are fantastic, and are the easiest prospect to turn into a customer. But I can’t imagine that any business can make a go of it if their marketing plan is so passive,  based only on people telling people.

Does Steady stream of referrals = No need for web site? Not the way I add it up.

Why Prospects Want to Visit Your Site

• Because they forget your name, your phone number or your email address. So they google what they do remember, locate you on the Web, and get in touch. 
• Because they (however much they trust the person who gave them your name) want to learn about you and your business before calling.
• And because they will not do business with a company that doesn’t have a web site. After all, it’s an:

Essential Business Tool

A Web site is a vital means of marketing in 21^st century business. Compare it with another business tool: Let’s say you meet a CPA and you ask for her business card. Oh, she doesn’t bother with business cards! They’re such an expense and hassle.  She’ll just tell you her phone number, you can jot it down and contact her later.

Would you believe someone without business cards is really a CPA? Would you want her anywhere near your taxes?

Many of your potential customers will have the same reaction to hearing you don’t have a web site. People who are really in business have the essential tools.

Pierre’s Biggest Mistake

But the biggest mistake Pierre is making is assuming that a site’s sole purpose is to sell to new customers. With “word-of-mouth brings in business” stuck in his head, he’s decided that only potential new customers would visit his site.

Web sites have immense potential for educating and informing your target audience. So teach using relevant content and links! Pierre should consider the value having a web site can bring to:

• Existing customers, by helping them continuing to consider you as a helpful and informative expert in your field. Keep them as customers, and keep them as sources of referrals.

• Pierre’s own schedule! Whatever you explain on your web site, you won’t need to explain (as much) in person. Consider just the basics, such as your open hours or directions to your office. If you provide this information on your web site, you or your receptionist would spend less time on the phone and more time on other tasks.

• Prospective customers. Your web content itself can pre-qualify your prospects, by explaining that your dental practice is limited to children, or what size yards you landscape.  And if your site demonstrates your expertise, and your willingness to provide information, even not-yet-customers will bookmark the site. Let’s consider that landscape example: You do large properties. A site visitor has a small yard. But your information on pruning roses is helpful to her: She’ll think very nice thoughts about you, return to your site to learn more (because you change up the information seasonally, right?). Eventually, she’ll buy from you or refer people to you.

My advise to Pierre is to switch from his passive “word of mouth” approach, and take action. Be helpful and memorable; it’s a better way to bring in business. With a web site that engages visitors and provides them information they can use, you’ve got that essential business tool to expand your business.