Every week, each member stands up and explains what a good referral looks like for them. It sounds simple, but it’s actually quite hard to articulate and getting it right makes a real difference to the quality of introductions you receive.
As a web designer, I’ve had to think about this more carefully than I expected. Not every business that needs a website is the right fit, and not every conversation about websites leads somewhere useful. So here’s my honest breakdown of what a good referral looks like for Lens Digital and why it matters if you want to refer us well.
It Starts With the Trigger, Not the Product
The best referrals don’t come from someone saying “my mate needs a website.” They come from someone noticing a specific moment or frustration in a conversation. The trigger is everything.
Here are the phrases that should make your ears prick up:
- I’m embarrassed to send people to my website”
- My website hasn’t been updated in years”
- “I’m getting traffic but no enquiries”
- “I built it myself and I know it’s not doing me justice”
- “I’m about to relaunch / rebrand / start up and need a proper web presence”
- “I can’t find my business on Google”
Any of those is gold. That’s a person who already knows they have a problem – they just don’t know who to call yet.
The Right Kind of Business
We work with small and medium-sized businesses across Berkshire and beyond – typically owner-operated or small teams where the website genuinely matters to how they win work. Think consultants, tradespeople, professional services, healthcare practitioners, and service businesses of all kinds.
The common thread is that they rely on their reputation and their web presence to attract clients. If someone’s business runs entirely on word-of-mouth and they have no interest in growing, they probably aren’t ready yet. But if they’re actively trying to grow, move upmarket, or professionalise how they look – that’s exactly who we can help.
What About People Who Already Have a Website?
This is where a lot of potential referrals get left on the table. People assume that because someone already has a website, they don’t need us. Not true.
Having a website and having a website that works are two very different things. If someone’s site looks dated, loads slowly, doesn’t show up on Google, or just doesn’t reflect the quality of their actual business – they need us just as much as someone starting from scratch. Sometimes more so, because they’ve been losing business to it without even realising.
The Warm Introduction Makes All the Difference
This is the bit that separates a BNI referral from a cold lead, and it matters more than anything else. If you can say to someone: “I know a web designer, he’s great, he built my site / he’s in my BNI chapter / I’ve seen his work” – that changes everything about how the conversation starts.
You don’t need to sell us. You just need to make the introduction and say you trust us. We’ll take it from there.
A Quick Cheat Sheet for Referring Lens Digital
Who to refer:
- Small business owners who are unhappy with their current website
- Businesses launching, rebranding, or growing
- Anyone who says they can’t be found on Google
- Anyone who is embarrassed to share their web address
What to say:
“I know someone who specialises in WordPress websites for small businesses. He’s local, straightforward, and I’d trust him with my own site. Want me to make an introduction?”
What not to worry about:
- You don’t need to know their budget
- You don’t need to explain what we do in detail
- You don’t need to sell us – just pass the name and say you trust us
The Bottom Line
BNI works because the referrals come with trust attached. When someone in the chapter introduces us to a contact, that contact already has a reason to take the call. The job of everyone in the room is to keep their eyes and ears open and to know enough about each other’s businesses to spot the moment when a connection could be made.
If you’re a local business owner reading this and you’re not yet part of BNI Bracknell – this is exactly the kind of conversation that happens every week. If you’re curious about what that looks like from the inside, come and visit. No strings, no obligation. Just a room full of local businesses genuinely trying to help each other grow.
Interested in visiting BNI Bracknell?
Get in touch and I’ll send you the details. We meet every Tuesday morning at 9:30am – no ungodly early starts required.
