Why websites matter in word-of-mouth industries

Something I hear all the time from businesses in industries like construction or engineering is: "We rely on word-of-mouth and referrals; we don't really need a website - it's just our shop window."

I get that mindset - relationships and reputation are critical - but I think it's a massive mistake to undervalue your website. Even if referrals are your bread and butter, your website still plays a critical role in the buyer journey. And if you're not paying attention to it, you could be leaving money on the table. Here’s why...

Understanding the buyer journey

Every customer goes through a process when making a purchasing decision, even for a multi-million-pound contract. In marketing, we sometimes break it into phases like awareness, consideration, and decision. For high-value B2B transactions, the consideration phase is often the longest and most complex - where potential customers research, evaluate options, and bring other stakeholders on board.

I think this phase is where a lot of businesses in word-of-mouth-driven industries fall short. Ask yourself: what are those decision-makers seeing when they visit your website? Because they are looking. Even if someone hears about your business through a trusted referral, they’ll still check out your website to validate that recommendation - and so will their internal stakeholders. If your site doesn't answer their questions, handle objections, or showcase your expertise, you risk losing the opportunity before you're even aware you're being considered.

Beyond the ‘shop window’ mentality

Too many businesses still think of their website as a static 'shop window' - a basic requirement rather than a strategic tool. That’s outdated thinking. Your website isn't just where potential customers find you; it's where they decide whether you're worth their time.

Take this example: a NHS procurement manager shortlisting contractors for a new hospital build might get your name from a referral, but they’ll also Google you. They’ll dig into case studies, read testimonials, and see if you’ve handled similar projects. If your site is hard to navigate, has outdated content, or buries the most relevant examples, they might move on -no matter how strong your offline reputation is. I’ve seen it happen too often: businesses with great track records lose out because their websites don’t reflect their capabilities.

The power of personalisation

This is where it gets exciting. I think the real opportunity lies in understanding what customers are looking for at each stage of their customer journey and making sure your website delivers exactly that.

• Tailor the experience: Let's say you're a firm of architects bidding to design a stadium in Japan (very specific, I know, but stay with me!). You understand your buyer journey well enough to know that the buyer is shortlisting this month, so why not prioritise the content on your website to showcase your previous Japanese projects and stadium designs. If your CMS allowed your to temporarily re-prioritise your case studies, it could make your experience look much more relevant during the all-important period.
• Address objections: Anticipate common concerns and tackle them through your content. This doesn’t introduce doubts - it shows you understand your customers' needs and have tackled similar challenges before. I think this is a game-changer for businesses trying to stand out in crowded markets.
• Make sharing easy: Stakeholders often need to convince others. Provide clear, shareable materials - like downloadable case studies or videos - that make it easy for them to "sell" you internally.

The technology to do this is already here. The tools to achieve it - like personalisation software and AI-driven content generation - are more accessible than ever. Yes, they require investment, but there's a growing body of evidence to show they’re worth it. For most companies securing just one extra deal a year would justify the cost many times over.

Understanding your customers

Here's another thing I think too many businesses overlook: when was the last time you actually spoke to your target audience? Be honest, and you’ll probably be surprised at how long it's been. If that's the case, you’re almost definitely missing key insights into their needs and challenges.

This is where tools like customer journey mapping come in. By understanding how your customers make decisions, you can refine your website to match their expectations. Whether it’s simplifying navigation, running experiments to test what works, or tailoring content, the goal is simple: make it as easy as possible for them to say, "Yes, these are the people we want to work with."

Get there first

In the built environment sector most companies aren’t thinking this way yet: that’s a huge opportunity to stand out. By treating your website as a strategic tool rather than a static brochure, you can capture opportunities your competitors are missing.

Even if word-of-mouth fuels your business, remember this: for every deal you close, there could be two you're losing because your website isn't pulling its weight. And you might not even know about them. Don’t let a poorly optimised site hold you back.

Of course, if you need some help understanding what your users need, creating a user-centric website or personalising an existing site, drop me message and we'll explore the possibilities.