Why Getting Found on Google Search is Important - an AEC Buyer's Point of View

Yesterday, Brett and I had the pleasure of attending the Society for Marketing Professional Services - New Mexico Chapter (SMPS NM) luncheon. The guest speaker was Philip Hampton, Executive Division Director of Materials/Contracting at Lovelace Health System. He gave an informative, candid talk about the vendor selection process that Lovelace uses for architectural, engineering, and construction (AEC) services. One anecdote hit home with me.

He described a situation where they had a "best cost vendor" already in place for their furniture purchases. A situation arose where they needed to make a quick purchase. Due to some circumstances that he didn't share, they were no longer able to work with their current "best cost vendor" for furniture. They had to act quickly and didn't have the time to go through a typical RFQ process.

So, they turned to Google. He did a search for local firms that had partnerships with a particular furniture manufacturer. They found who they needed and contacted them immediately. That AEC firm's Website was working for them and helped them land what I'm sure was a lucrative contract and the possibility of a long-term partnership with Lovelace. Also, Mr. Hampton shared that although they have "best cost vendors" in place for many of the services they buy, they will often request additional bids to ensure that the quote they are receiving from their preferred vendor is competitive. Yet another opportunity where Lovelace might search online to find your firm if they are on a short timeline.

These are just two instances, but I would bet they're not isolated events. While many clients might come in via referral or repeat business, these stories show that you can miss out on new opportunities if your site isn't working for you. Having a Website with strong content, not just pretty pictures, can help market your firm in a passive way and pull in relevant traffic.

Mr. Hampton also mentioned that who you know can open the door for you, but it's what you know that keeps you there. I would add that what your site does for you also can open the door to new clients. To learn more about better positioning your firm to market online, send an email and we will send you our free publication "Nuts and Bolts of Online Marketing for Professional Service Firms".

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