“It takes 20 years to build a reputation and five minutes to ruin it.”
Our HOA has been on a tear lately about roof cleaning. Something about hot Florida sun + daily rain + tile roofs = 🤢
So, we asked around and got the name of a pressure washing company from a friend. She vouched for them completely … “worked with these guys for years, great results, very professional.”
We pulled up the company’s website.
… … …
And never called.
My husband and I looked at the site for about 15 seconds and moved on. They have absolutely no idea we exist.
***
It’s a shame because that company earned the referral. Our friend had such a good experience that she recommended them without hesitation.
And yet it still wasn’t enough to get our business.
Because here’s what happens when someone refers you:
The person they’re referring you TO … they pause and visit your website. Guarantee they’re not calling blind. They’re checking you out first.
And in (roughly) the time it takes to swipe past a “meh” show on Netflix, they’ve already formed an opinion.
That pressure washing company didn’t lose the job during our conversation.
They lost it before we ever considered having one.
***
So how do you prevent that?
I’ll be direct, because a lot of people hear, “your website needs work” and think, “Ok. I’ll change a headline with AI and update some pics.”
That’s not the answer. Doing that doesn’t solve the real problem.
In our roof-cleaning example, there was a massive disconnect between what my friend told us about this company and how the company presented itself.
A generic AI headline won’t fix that. Neither will better pics.
It’s like when someone raves about a restaurant, and you show up to a place that’s run-down with sticky menus and flickering lights. The food might be incredible. But you’re not going to be the one to risk food poisoning.
***
That first impression mismatch is what most service businesses overlook (to their own detriment).
Our 30-day program exists because creating a functional website is the easier part.
The hard work is sorting out your foundation, first. Who you’re talking to, what problems you actually solve, and how to communicate that (in words and visuals) so the right person knows it in less than 5 seconds.
Then we go and build the thing.
When your foundation is solid, your website doesn’t just look professional. It justifies your rate before anyone picks up the phone. And it makes those hard-earned referrals land without effort.
Our pressure-washing friends probably do have a great business.
Their website just didn’t prove it.
Your referrals are working hard. Make sure your website is too.
Make it a great week! 🙌
PS — Don’t worry. Victory Points isn’t MIA. It’s just “relocating” to Fridays. A little dose of game-filled fun and inspiration to end the work week.
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