Last week I met someone at a networking event who seemed really great. She had wonderful energy, was perfect for what some of my clients might need, and we had a good conversation. She handed me her business card and said, “Go check out my website.” So I did, and within 15 seconds I kind of lost interest.
This got me thinking about the business card handoff test and whether your website is ready for networking season.
We’re in the midst of fall, kids are back in school, we’re back to our normal routines, and many of us are energized with fall energy, getting out there and talking to people at networking events.
As a website designer, I probably have higher expectations when I visit someone’s website than the average person. But I want to share what’s probably going through your potential client’s or referral partner’s mind when they visit your website after meeting you at a networking event.
The Networking Journey and Website Psychology
Here’s what typically happens. You go to networking events, meet wonderful people, have great conversations, and get to know their personalities. After the event, you head back to your desk, empty your pockets, and look through all those business cards.
First, you check if you can read the URL. Is there a website on this business card? Maybe they have a QR code as another way to get to their website.
When they do visit, they’re thinking about the conversation they had with you at the event. They remember your personality, the things you said, common interests you discovered, maybe clients you both work with. They’re starting to think about why they wanted to connect with you.
Either they might need your help, have clients who need your help, or want to connect you with a referral partner. There’s a reason this person wants to follow up, and this window of time is when they’ll actually reach out after the event.
They sit down at their computer, type in your URL, and the first thing they want to see is if your website matches the you they met in person.
Why Trust Changes Everything
Here’s the important piece. When someone comes to your website from Google, there’s no trust established. But this person met you in real life. They know you as a person, and now they need to trust you as a professional.
Actually, the bar is higher because there are expectations already in place. This personal recommendation or trust they have in you creates more pressure for your website to deliver.
They’re not looking for information when they visit your website. They’re looking for validation. They want confirmation that you’re as good as you seemed in person.
They’re not learning about you because they learned about you when you met. You had that conversation. They’re verifying everything you told them.
What matters more than looking at your services and features is social proof. People want to see testimonials from clients and referral partners who have worked with you and had success. That leads to validation.
They also want to see what you’ve been working on recently. Maybe you have recent case studies or current testimonials. Something that shows you’re still in business and still doing great work, versus reading a list of all your achievements over the years.
The Referability Factor
People at networking events are also in a referability mindset. It’s not just about finding clients. It’s about finding people who serve similar clients and could be good referral partners.
When that person visits your website, they’re thinking, “Can I recommend this person?”
Your website needs to help explain what you do so they can understand how to share information about you when connecting you with potential referral partners. You need clear messaging that someone can grasp immediately, and this referral partner wants to feel good and smart for connecting you with others.
What Your Networking Contact Is Actually Checking
Your Homepage Hero
This is one of the most important pieces of your website. Does this match the person they just met at the event? Your homepage needs to immediately reflect the personality and energy you brought to that in-person conversation.
Your Services Page
Is this what you talked about? Is this what you told them you work with clients on? If you told someone you’re a health coach working with menopausal women, but your website shows fitness services for a totally different audience, there’s a disconnect. Make sure your services page reflects what you’re actually offering right now.
Testimonials and Portfolio Validation
They’re looking for recent proof that you’re still doing what you said you were doing. Current testimonials and case studies matter more than outdated achievements from years ago.
Your About Page
If they want to refer you immediately, they might grab a snippet from your about page to do a quick introduction. Make sure this page accurately represents who you are today.
Your Contact Page
If they want to stay connected or send someone your way, they need an easy way to reach you. Whether that’s email, social media links, or a contact form, make it simple to connect.
What They Usually Don’t Check
Blog posts, unless you had a very specific conversation and mentioned a particular topic. They’re not here for information. They’re here for validation.
Long corporate history or extensive bio information. They’re trying to find what makes you, you.
Generic content that could apply to anyone. They want to see what makes them want to refer you or connect you with potential clients.
Key Elements That Build Referral Confidence
For someone to feel comfortable referring you, they need to easily explain what you do in one sentence. They need to know your pricing matches the network they want to connect you with, and your website needs to feel professional enough for their contacts.
Website elements that boost referral confidence include recognizable client logos, testimonials from similar businesses, clear processes explaining how you work, and easy ways for referrals to get in touch.
What doesn’t work? Outdated design that looks amateur, unclear messaging, no social proof, no pricing information, or pricing that seems too low (which makes people question quality). Also, a website that’s difficult to navigate creates friction for potential referrals.
Common Networking to Website Disconnects
Personality Disconnect
You meet someone warm and engaging, then visit their website and it’s cold and corporate. You had a conversational, friendly interaction, but their website copy is full of formal jargon that doesn’t make sense.
You meet them looking approachable and friendly, but their website has a harsh corporate headshot that’s off-putting. You’re excited about your work and can’t wait to tell people about your services, but their website has boring descriptions that aren’t captivating.
Services Mismatch
You’re talking about that new offer you created last week, but when someone visits your website, they can’t find it on your services page because you haven’t updated it.
Maybe you discussed a specific expertise, but when they visit that page, it’s generic and includes everything under the sun instead of being specific.
If you mentioned a signature approach (like my four-week website building process), but your website just has cookie-cutter industry language, there’s a disconnect.
Visual Disconnect
The imagery on your website doesn’t match who you are today. That headshot from three years ago doesn’t look like the person they just met. When someone meets you in person, they see today’s version of you. But when they visit your website and see you from 10 years ago, it makes them wonder what else hasn’t been updated.
Your professional photos should reflect your personality, not just standing against a white background with arms crossed. Show yourself doing what you do best.
Brand colors matter too. If you seem personable in person but your website feels corporate, there’s a disconnect. Or if you seem buttoned-up and corporate but your website has hot pink everywhere, that’s equally jarring.
Action Disconnect
If there’s no clear next step after someone’s impressed with your website, they don’t know what to do. That’s confusing. Multiple calls-to-action are equally confusing. And if your contact form doesn’t actually work when someone fills it out, that’s a major problem.
Your Networking Website Checklist
This Week
Check your homepage hero. Make sure that section matches your elevator pitch and what you’re telling people at networking meetings.
Update your headshot and brand pictures if they’re outdated. They should match how you look and feel today.
Review your client work and testimonials. Add any new testimonials or portfolio items that showcase recent success.
This Month
Look at your messaging on your services pages. Does it match conversations you’re having at networking events? If you’re telling people about new offers or specific expertise, make sure your website reflects that.
Update your about page if your introduction doesn’t match how you’re presenting yourself in person.
Add questions you’re frequently asked at events to your FAQ page. These are valuable insights into what people want to know.
Test your contact form to make sure it actually works when people submit inquiries.
Advanced Networking Website Strategy
Consider creating a “Just Met Me at a Networking Event” page with your most important information. Include a calendar booking link for follow-up coffee chats, referral-friendly sharing tools like a one-sentence blurb about your services, and any specials you mentioned at the event.
This is similar to creating a links page for social media. You know your audience came from a specific place and has specific needs, so you can cater to those needs with targeted information.
Think about it like having a landing page for people who met you in person. They already know your personality, so now they need to see your professionalism and understand how to take the next step with you.
Make Your Website Referral-Ready
Your website is one of your business’s best assets, and it should work for clients, referrals, and current connections. If your website isn’t reflecting your personality, sharing information people need to work with or refer you, then it’s time to make some changes.
The networking season provides a perfect opportunity to audit your website through fresh eyes. When someone hands you their business card and says “check out my website,” what impression does your site make in those first 15 seconds?
Remember, networking contacts aren’t just potential clients. They’re potential referral partners who could send you business for years to come. Make sure your website makes it easy for them to understand what you do, trust your expertise, and confidently refer you to their network.
If you feel like your website isn’t doing everything it should be doing, doesn’t reflect your personality, or isn’t sharing information people need to work with or refer you, I’d love to help. Book a discovery call and let’s chat about how I can best support you.
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