The document discusses why having a good website is important for professional services firms, even if they think it doesn't matter. It notes that many referrals come from people firms have not directly worked with before, and these referral sources likely know about the firm from their online presence. However, over half of potential clients rule out firms before speaking with them, often because the firm had an unimpressive website, poor quality content, or they had never heard of the firm. It concludes that a weak online presence can reduce referrals, organic search leads, and the number of referrals that turn into clients, therefore firms should focus on improving their website and online marketing.

1. Why You Should Care About Your Website
(Even If You Think It Doesn’t Matter)
Branding and Marketing for Professional Services Firms

2. How Firms Get Found
Source: Hinge - VISIBLE EXPERTSSM: How High Visibility Expertise Helps Professionals, Their Firms, and Their Clients
Source:
Visible
ExpertsSM:
How
High
Visibility
Expertise
Helps
Professionals,
Their
Firms,
and
Their
Clients

3. Many Referrals Come From People You Have
Not Worked With Directly
• Many referrals come from people you have not worked with directly
received a referral from people
they have not worked with
81.5%
Source:
Referral
Marketing
for
Professional
Services
Firms
Research
Report

4. How Do These Referral Sources
Know About You?
Source:
Referral
Marketing
for
Professional
Services
Firms
Research
Report

5. But Many Prospects Rule You Out
Before They Even Talk With You
of potential clients have ruled out a firm
before speaking with them
51.9%
Source:
Referral
Marketing
for
Professional
Services
Firms
Research
Report

6. How Do They Check You Out?
Source:
Visible
ExpertsSM:
How
High
Visibility
Expertise
Helps
Professionals,
Their
Firms,
and
Their
Clients

7. Why Do Buyers Rule Out Referrals?

8. #RethinkingReferrals
Source:
Referral
Marketing
for
Professional
Services
Firms
Research
Report
Rule out referrals because they couldn’t understand
how the firm could help them.
43.6%

9. #RethinkingReferrals
Source:
Referral
Marketing
for
Professional
Services
Firms
Research
Report
Rule out referrals because the firm had an
unimpressive website.
29.6%

10. #RethinkingReferrals
Source:
Referral
Marketing
for
Professional
Services
Firms
Research
Report
Rule out referrals because the firm had
poor quality content.
23.5%

11. #RethinkingReferrals
Source:
Referral
Marketing
for
Professional
Services
Firms
Research
Report
Rule out referrals because they had
never heard of the firm before.
18%

12. A Weak Online Presence Kills New Business
• Reduces referrals
• Reduces organic search leads
• Referrals rule you out before contact

13. Worst of all…
you’ll never know it’s happening.

14. Get Your Free Copy Of
Referral Marketing for Professional Services Firms
http://www.hingemarketing.com/library/article/referral-marketing-for-professional-services-firms