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January 20, 2010
The Web's Continued Importance and Influence

Make no mistake, an appealing Web site is important to professional visibility and success. A survey by RainToday.com of more than 200 buyers of professional services, including PR, finds only three percent said Web sites had no influence whatever in their purchase decisions. That means, of course, 97 percent rely at least partially on Web sites in getting professional help. 

Says Hubspot.com in reporting on the RainToday survey: "The influence of professional services Web sites on purchasing decisions has increased significantly over the past four years. According to the survey, 74 percent of buyers report the service provider's Web site holds at least 'some influence' over their ultimate decision to buy services from the provider. This is 23 percentage points higher than in 2005 and represents a significant increase in the importance of Web sites."

Others advised Web sites were of little influence but apparently still turn to them. 

Hubspot offers these keys to Web design for providers of professional services:

  • Establish that they are professional.
  • Establish that they are worthy of consideration.
  • Establish themselves as an authority.

True enough. Excuse us, we've got to update our Web site. 

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Doug Bedell has a background in journalism and PR and is the owner of Resource Relations LLC in Central PA, focusing on organizational and crisis communication. He’s the community manager of SimplyFair.net, a social network on fairness. On the Web, Doug’s at www.ResourceRelations.com. On Twitter, he’s @DougBeetle.
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