Time to Read: 5 minutes
Key Takeaways
- Referrals remain one of the most valuable sources of new business.
- Customers increasingly research businesses online before making contact.
- Your online presence helps support the reputation you’ve worked hard to build.
- Making it easier for customers to find information can make it easier for them to choose your business.
Reputation Still Matters
Many businesses in Gisborne and across the East Coast have been built on reputation.
A recommendation from a friend, neighbour or existing customer is still one of the most powerful ways to gain new business.
In smaller communities especially, word of mouth carries a lot of weight. People trust recommendations from people they know.
That hasn’t changed.
What has changed is what customers do next.
How Customers Used to Choose a Business
Not that long ago, the process was fairly simple.
Someone would ask around for a recommendation.
A business name would come up.
A phone call would be made.
A job would be booked.
For many years, that worked well.
And for some businesses, it still does.
How Customers Choose Businesses Today
Today, a recommendation is often the starting point rather than the final step.
Before making contact, many customers will:
- Search for your business online
- Visit your website
- Read reviews
- Check social media
- Compare options
- Look for signs that your business is active and trustworthy
They’re not questioning the recommendation.
They’re looking for reassurance that they’re making the right choice.
Nearly half of New Zealand small businesses still don’t have a website, according to InternetNZ research (InternetNZ Digital Insights Report, 2025).Yet the same research shows that almost three-quarters of consumers say a business website is one of the most important tools they use when deciding whether to engage with a business.
In addition, Consumer NZ research found that around 62% of New Zealanders actively check customer reviews and ratings when researching products and services (Consumer NZ Online Reviews Survey).
Customer expectations are changing, even in smaller regional markets.
Visibility Supports Your Reputation
This is where many businesses miss an opportunity.
They’ve spent years building trust, delivering quality work and creating loyal customers.
But when someone searches for the business online, they find:
- An outdated website
- Old social media posts
- Limited information
- Few reviews
- Or sometimes nothing at all
The reputation exists.
The visibility doesn’t.
The businesses that are easiest to choose are often the businesses that are easiest to find information about.
Common Business Question
If customers already know about my business, why does my online presence matter?
Because customers often want reassurance before making contact.
Even when they’ve been referred to you by someone they trust, they’ll often spend a few minutes checking your website, reviews or social media before picking up the phone.
Your online presence helps confirm they’ve found the right business.
Another Opportunity Many Local Businesses Overlook
Many businesses in Gisborne have built strong reputations.
What they haven’t always built is a recognisable brand.
A reputation helps people recommend you.
A brand helps people remember you.
As competition increases and more national businesses target regional markets, being memorable becomes increasingly valuable. It can also make succession planning easier, helping build a business that has value beyond the owner.
Three Things You Can Do This Week
- Search for Your Own Business
Look at what customers see when they search for your business online.
Is the information current, accurate and easy to understand - Review Your Reviews
If a potential customer reads your reviews, what impression would they get? Recent, genuine feedback can help build confidence. - Visit Your Website as a Customer
Can someone quickly find:
- What you do?
- Where you work?
- How to contact you?
If not, there may be opportunities to improve the experience.
Frequently Asked Questions
Word of mouth remains one of the most valuable ways to gain new customers. However, many customers now research businesses online before making contact. A strong reputation is important, but customers increasingly expect to find information, reviews and contact details online as well.
Most customers want reassurance before making a decision. They may visit a website, read reviews or check social media to confirm they are choosing the right business before making contact.
In most cases, yes. A website helps potential customers learn more about your business, understand what you do and find your contact details. It also supports the trust created through a referral.
Customers typically look for information about services, customer reviews, examples of work, contact details and signs that the business is active and trustworthy.
Google reviews can play a significant role in helping customers decide whether to contact a business. Reviews provide independent feedback and help build trust with people who may not have worked with you before.
Local businesses often have advantages such as local knowledge, personal service and community connections. Making it easy for customers to find information about your business online can help reinforce those strengths and improve visibility.
A reputation is what people say about your business based on their experience. A brand is what helps people recognise, remember and choose your business. Strong businesses often have both.
You can find out if your business is visible online by searching for your business as a customer would. If people can quickly find accurate information, recent reviews, clear contact details and a current website, you're on the right track. If information is outdated or difficult to find, there may be opportunities to improve visibility.
Final Thought
Word of mouth remains one of the most valuable assets a business can have. But customer behaviour has changed.
Today, people often research before they reach out. They look for information, reviews and reassurance before making a decision.
The businesses that continue to grow are often the ones that combine a strong reputation with a visible and trustworthy presence. Because when customers are ready to buy, they need to be able to find you, trust you and choose you.
