Sounds like a daft idea for an article about choosing your web design firm, or indeed making any business choices, but is it?

The reality of choice in a crowded market place is that more often than not, we rely heavily on the judgement of other people. No matter what service we are looking for – be it personal or business we are increasingly looking to the opinions of others to help us with our choices.

And understandably so, because we have less time, there are budget and pricing issues to consider and to be fair we don’t really want to spend time and effort learning about features and systems, we just want the benefits.

When was the last time anyone asked about the kind of grill the chef uses in the kitchen?

If you eat out at all, the chances are you have recommended, and been recommended to, eating establishments on the basis of a good dining experience. Hopefully (for my theory to be correct), the kitchen equipment will not have entered the conversation! Recommendation and review are amongst the most powerful tools that focus on the benefits. More so than ever in today’s competitive market.

I agree that there will be some decisions that require in-depth analysis – but where the decision is a straightforward choice between suppliers for known value items, I would suggest that reviews and testimonials should tip the scales.

By all means, when choosing a web design firm, check that they are competent to deliver the task you have in mind – but be mindful of their reputation too, check out impartial reviews on Google and call existing clients for their views.

I know that it’s easy to be blinded by whizz kids, smoke and mirrors and pseudoscience in a technical area that may not be a part of your normal comfort zone. But for my part, I feel  It’s far easier and more reliable to rely on people who have used the service themselves.

The honest opinion of even a complete stranger carries more weight than an eager salesman in those situations

Returning to the subject of restaurants:
What influences your choice of eating place? I think most folks love to try places that have been recommended by others.

Remember you’re buying the steak not the kitchen