Many skilled techs believe that providing quality work will lead to being recognized and referred. In fact, that was largely true for many years. A satisfied customer would simply refer his colleagues to a technician (who he had previously hired) and the technician would receive new inquiries and bookings from other satisfied clients. However, now many of those referrals first appear on Google before anyone picks up the telephone. Unfortunately, this is the point at which many very competent companies lose out on opportunities.

In order to attract clients via the Internet, expertise is merely the beginning of your competition process. As customers cannot visually see your skill level or technical abilities, they only view your website, reviews, ease of contact and clarity in describing your services. Ultimately, the company that successfully provides those aspects to potential customers will frequently beat a more knowledgeable competitor who failed to provide similar elements.

Customers Can't See Your Skills, Only Your Signals

Consider how a customer typically selects a technical service. Typically, they are unfamiliar with the specifics of the work being performed; therefore, they require you. Therefore, the typical method used by customers to assess the skills of a technician is to observe evidence of competence via presentation.

A technician may be able to determine a faulty sensor issue and/or adjust a control loop in a couple minutes with years of education/training in instrumentation and control. A facilities manager conducting an online inquiry however cannot verify your competency prior to calling. They will instead evaluate your website appearance, if your credentials/qualifications are listed, and whether previous customers stated you arrived on time and repaired the problem.

Your website is often the initial contact point for many customers, and for a great deal of potential customers, it is the sole contact point prior to determining whether to contact you. Although this may seem unfair, it represents an opportunity. If your competitors are relying solely upon reputation, making an effort toward presenting yourself in an acceptable manner relative to your competitors can quickly place you at the top.

You Have to Be Found Before You're Judged

All of your signals are meaningless unless you are visible enough for a customer to discover you. When something fails, people immediately begin seeking the needed service based on urgency and deadlines. Rarely will customers browse beyond the first several entries shown for their inquiry.

Imagine a large format printing architecture firm that had a printer malfunctioning during a critical client project presentation. An employee of the office conducts a search for plotter repairs, views the top entry results and contacts the individual/organization that appears to be most likely to assist today. The organization that shows up in this position with a listing of brands it supports and states same-day callouts will secure the contract regardless of a more qualified technician residing a few miles away.

Discoverability begins with basic actions. Complete your Google Business Profile and list your service regions. Create unique pages for each key area/service you offer utilizing the terms that customers use instead of internal terminology. Paid search advertisements can also help (especially in cases where customers are looking for urgent support), and even a limited-budget paid search campaign can put you in front of customers at the precise moment they seek assistance.

Explain What You Do in Plain Language

Technical firms often discuss their capabilities/skills with one another in the same manner they would in conversation with fellow professionals. This approach is suitable for conferences/events etc., however it causes confusion among individuals that pay for services. A homeowner/office management representative does not wish to see lists of acronyms, they want to understand whether you are able to correct their problem, approximately how long it will take to resolve and approximate costs.

Describe the end result first and then include additional details below. Rather than displaying technical specifications/model numbers at the top of a page, begin with "we repair and service large format printers in all local offices generally within 48 hours" followed by detailed descriptions of technical details later on for customers interested in additional information. You will satisfy both parties by describing the details clearly, yet remaining simple enough for non-professionals to understand.

FAQ sections help facilitate this as well. Answer common customer inquiries via phone and document these FAQs on your web-site as well.

Show Proof Instead of Making Claims

Each business claims reliability, expertise and professionalism. All of those statements have been diluted due to excessive usage. Evidence proves a lot stronger than mere claims.

Reviews represent the strongest form of evidence, therefore ask every satisfied customer for one and respond to reviews you receive. Short case studies also prove helpful. Describe a specific project, what problems existed with said project, what you did to rectify those issues and what the results were. Photographs of your employees on-site, photographs of your shop/workshop, photos of your vehicles also serve as strong indicators of your existence as a real company operated by real people as opposed to generic templates.

If you possess licenses/industry certifications/manufacturers' accreditations related to your field, clearly identify them and indicate what they signify. The majority of customers do not recognize an accreditation on its own as a certification, but will appreciate understanding what it signifies (i.e. that you are certified/trained/insured to perform the required task).

Make Getting in Touch Effortless

Surprisingly numerous technical businesses provide difficulty contacting them. Phone numbers are sometimes concealed behind a contact link on the website/contact page. Forms require too much information from users or there is no indication as to when someone will respond.

Place your phone number above every page on your website and enable it to be tapped-to-call on mobile devices. Use short-forms requiring minimal information necessary for response purposes. If you provide emergency/after-hours services; clearly state that prominently on your website. Also inform users what occurs subsequent to completing their initial inquiry (e.g.: "a callback within 1 hour", "quote by days-end"). If applicable to your work processes; consider creating an online-booking system or simplified quote request system. Some users prefer booking at 10pm versus waiting until regular working hours to dial-in.

Respond Quickly and Communicate Clearly

Winning the initial inquiry constitutes only half of achieving success. Numerous customers will concurrently contact multiple organizations simultaneously and award the first organization to properly respond. A prompt/friendly reply addressing the customer's query/inquiry and suggesting future action(s); can potentially result in securing work prior to your competitors checking their email Inbox.

Good communication continues post-enquiry/bookings. Reconfirm scheduled appointments/time frames with users, notify users if delayed and follow-up after completion of work. Each instance demonstrates your ability to establish repeat business experiences resulting in positive 5-Star Reviews assisting in attracting the next customer online.

Expertise Plus Visibility Wins

Technical competencies represent the foundation of your business, and ongoing technical competences are essential factors influencing customer loyalty. However, in today's environment where most individuals initiate their search via Internet; technical competences must also demonstrate visibility, simplicity in explanation and supported by credible evidence.

Spend time improving your website/Google Profile/reviews/user interaction; you do not need to become a marketing specialist; only ensure it is easy for desired customers to locate you, believe in your credibility and contact you.