Your current and potential customers have opinions and make decisions based on information they encounter in the marketplace. What they perceive becomes their truth.
Consider you’re needing to make an appointment for your pet. You come across two veterinary offices, right next to each other. The one on the right has a bright updated sign, big windows and has pet signs in the grassy yard in the front for where your pet can take a walk while waiting for the appointment. In the front room you see friendly faces, have access to marketing brochures and materials that explain what the vet appointments can do to help prolong the health and life of your pet and there is also a wall bookcase stocked with pet vitamins, food, toys and snacks.
The building on the left was built in the 1970’s. It is brick and has no windows, just a glass front door with a logo on it. Inside you find old floors, walls that haven’t been painted and are yellowing and a few folding chairs next to a table with a fake flower vase on it. The people seem friendly but you can’t really see them very well because they are behind a wall that goes about halfway up before a window was cut out. No materials, no information about the office or the doctors, no products, toys or snacks.
Which one is going to get your business? Really – which one?
You’d take your beloved pet to the business that is updated, information, fresh and friendly because they have worked hard on their business to build your trust. It’s your pet and your hard-earned money after all – and you need to be sure you’re taking him to the right place so that he’s happy and healthy.
That’s how your current customers and prospective customers are looking at you online.