How to use your website as a tool for referrals

Most of the time we think of our websites as a marketing tool to bring us clients, or to help clients understand our products and services to a fuller extent. While this is it’s primary purpose, have you ever thought about how your website can help you with building relationships within your industry?

Think about how often you visit a colleague’s website. Do you just look at their pricing or do you judge the quality of their website?

Maybe it’s just because I’m a website designer but the first thing I do when I get contacted by another business owner that I don’t know is go to their website. We all get random messages on LinkedIn or Instagram. Sometimes it’s someone you went to high school with (and may not even remember) trying to sell you something. Other times it’s a colleague that could be a great professional relationship to develop.

How do you use your website to encourage others to connect with you, and to possibly send you referrals?

Be sure your website looks professional

I’m not saying you have to hire a professional web designer, but just review your site to be sure it’s polished. Make sure all the links work, and it loads fairly quickly.

Make sure your website is current

Look over your website to make sure that it talks in tone that represents your brand today, not when you started your business years back. If you list price, ensure that it’s up to date. If you have new services, be sure they are added, and old no longer offered products / services are removed.

Create a page on your website for networking purposes

This can be simple. I have a page that links to my Acuity Scheduler where peers can book a virtual “coffee date” with me. These are 30 minute time slots that I have set aside every Friday. This is separate from my client booking page and is not linked to my menus. It’s something that I send out when I’m having a conversation with someone that I’d like to spend more time with.

If creating a page for this sounds too time consuming, you can use Calendly and just do this within their system. It won’t be on your website but functionally can work the same.

How do I use this to do more networking online?

Don’t think of it as just for referrals.

Referrals are a side affect. The primary purpose is to develop relationships that can be mutually beneficial with others in your industry. This can mean someone that you trust over time and bounce ideas off of, or it can be a professional that you can find a way to collaborate with. Some times these are just one time conversations for me, but other times we stay in touch through social afterwards and maybe talk again in several months.

Use social media to connect with those you are genuinely interested in

I typically follow someone for a bit and if they seems like someone that I’d like to meet, I’ll send a message. I always include my website here so they can learn more about me.

Join virtual networking groups

There are free and paid groups that meet online weekly or monthly. I attended one last month and it was really nice to just get to learn what others are doing. Many of the attendees were not even in related fields but it was still worthwhile for me to talk to other women who own small businesses. During these events, you’ll usually be asked to share your website.

Do you have other ways you use your website? DM me on Instagram @jessiemaryco and share.