While word of mouth referrals are still sought and welcomed (and perhaps they always will be) the way that people search for and hire professional service firms has changed and continues to change. Today, even if word of mouth referrals are available, it is not unlikely that they will be considered within the context of what pops up on the Internet. In many cases, people begin their search for a professional with the Internet, with the mind to potentially bypass the need to ask for referrals altogether.Let’s face it, it’s empowering to be able to decide for yourself which professional is best suited to meet your own, sometimes personal, and unique needs.

Does that mean that professional services firms with the best search engine optimization strategy win? Everyone else go home, the game is over?

An effective search engine optimization strategy will ensure that anyone looking for your firm finds it but that’s only half the battle. The paradox of this new purchasing behaviour is that searchers know what they want and they also know that they have choices.

The new winning formula for modern professional services firms combines a strong search engine optimization strategy with an equally strong branding strategy. The first gets the searcher to your website (should they forgo asking their personal network for referrals). The second establishes a compelling reason for them to connect with your firm, consistent with, and informed by, the experience that they would have when meeting with you for the very first time.

Let’s also be clear and state the obvious. Once they walk in the door, quality counts. Branding is simply an expression of an existing, authentic professional identity. If the firm doesn’t live up to its promises, even the best branding campaign won’t work.