Rachel had been running her HR consultancy for several years, providing expert advice to businesses across the UK. With an annual turnover of £1.5 million, her business was well-established, serving clients in a wide range of industries. However, recently Rachel noticed that while her existing clients were sticking with her services, the flow of new client inquiries was slowing down. She knew her consultancy had the potential to grow but wasn’t sure how to attract more customers online without spending a fortune on digital marketing.
Rachel didn’t want to dive into complex strategies or blow her budget on paid ads. Instead, she decided to take a more practical approach, focusing on budget-friendly tactics that could drive customer growth quickly. Here’s how Rachel expanded her HR consultancy using simple, cost-effective online strategies—and how your business can do the same.
Share Your Story to Build Connection
Rachel realised that her consultancy’s website and social media presence focused heavily on the technical aspects of HR—compliance, contracts, and employee relations—but didn’t really share the story behind her business. She knew her customers valued her personal approach, so she began to showcase that side of the business.
Rachel started posting about the journey that led her to start the consultancy, the challenges she faced in the early days, and why she was passionate about helping businesses get the most from their employees. She shared client success stories, highlighting how her consultancy helped companies resolve tricky HR issues while improving workplace culture.
The response was immediate. Rachel found that by sharing her story and showing the human side of her business, she built a stronger connection with potential clients. Her social media followers grew, and inquiries from new businesses began to pick up. Simply by being authentic and telling her story, Rachel attracted more clients who felt they could trust her consultancy.
Build Trust Through Customer Reviews
One of Rachel’s greatest assets was the feedback she had received from her long-standing clients, but up until now, those reviews weren’t visible online. She realised that new businesses might be hesitant to reach out without seeing proof that other clients were happy with her services.
To solve this, Rachel began encouraging her clients to leave reviews on Google and LinkedIn. She made the process easy by sending personalised emails after key projects, thanking clients for their trust and asking them to share their experiences online. These reviews started to build up, giving potential clients the reassurance they needed.
Rachel also featured these reviews on her website, creating a section dedicated to client testimonials. Each testimonial was linked to real-life success stories, showing exactly how her consultancy had helped businesses improve their HR practices. The increased visibility of these reviews quickly made a difference—new clients often mentioned that they felt confident choosing her based on the positive feedback they’d read.
For any small business, leveraging client reviews is a cost-effective way to build credibility and attract new customers. Rachel found that the more she showcased her happy clients’ experiences, the more new inquiries she received.
Make the Most of Local and National Search
Although Rachel’s consultancy operated nationally, she hadn’t paid much attention to how easily potential clients could find her online. Many businesses were searching for HR services in specific regions, but her consultancy wasn’t appearing in their local search results.
Rachel updated her Google Business Profile to include the key locations she served across the UK. She added detailed descriptions of her services, along with high-quality images and regular updates about her consultancy. This simple change improved her visibility in search results, and soon enough, more businesses were finding her online.
Local and national search visibility doesn’t require technical expertise—just keeping your profiles up to date with relevant information can make a huge difference. Rachel’s consultancy started attracting clients from across the UK simply by ensuring that her business appeared in the right searches.
Provide Value Through Content
Rachel knew that many potential clients were struggling with common HR challenges but weren’t ready to hire a consultant just yet. To engage with these businesses and show her expertise, she decided to start creating helpful content that addressed their pain points.
She began writing blog posts on topics like “How to Handle Employee Grievances Effectively” and “What to Include in an Employee Handbook.” These posts were shared on her website and promoted through her social media channels. They weren’t sales-driven—Rachel’s goal was to provide value and help businesses navigate tricky HR issues.
Within a few months, her blog posts began attracting more traffic to her website, and many businesses reached out to her consultancy after reading her articles. These posts positioned Rachel as an expert in her field, building trust with potential clients before they even spoke to her.
For small businesses, creating valuable content doesn’t have to be complicated or expensive. By sharing useful tips and insights, you can attract potential customers who appreciate your expertise and are more likely to choose your services when they’re ready to buy.
Collaborate with Industry Partners
Rachel knew that many of her clients came through recommendations from accountants, business consultants, and other professionals who worked with small and medium-sized businesses. To build on this, she decided to form more partnerships with complementary businesses.
She reached out to accountants and legal professionals, offering to provide their clients with HR advice in exchange for them referring her consultancy. These partnerships worked both ways—Rachel referred her clients to their services too, creating a mutually beneficial relationship.
This collaboration expanded Rachel’s reach without the need for costly advertising. New clients were introduced to her consultancy through trusted recommendations, giving them more confidence to work with her. Partnering with businesses in your network is a budget-friendly way to attract new customers without spending on ads.
Stay Consistent on Social Media
Rachel didn’t have a huge marketing budget, but she knew that staying visible online was essential. She made a habit of posting consistently on social media, sharing updates about her services, success stories, and valuable HR tips.
Her posts didn’t need to be overly polished—they were authentic and helpful, which resonated with her audience. By staying active and engaging with her followers, Rachel kept her consultancy top of mind for potential clients who were looking for HR support.
Consistency is key when it comes to social media, and it doesn’t cost anything but time. By posting regularly and providing valuable insights, Rachel was able to attract more customers and keep her consultancy visible to businesses across the country.
Offer Limited-Time Consultations
Finally, Rachel decided to run a special promotion, offering a free 30-minute consultation to new clients for a limited time. She promoted this offer through her website and social media, giving businesses an opportunity to discuss their HR challenges and learn how her consultancy could help.
This promotion created a sense of urgency, and within days, Rachel was receiving more inquiries. Many businesses took advantage of the free consultation, which gave Rachel the chance to showcase her expertise and secure long-term clients.
Offering a limited-time promotion is an effective way to encourage potential clients to take action. It’s a budget-friendly tactic that can drive immediate customer growth.
Ready to Attract More Customers Online?
Rachel’s story shows that you don’t need a big budget or a complex marketing strategy to attract more customers online. By focusing on sharing your story, leveraging client reviews, staying visible in search results, and creating valuable content, you can grow your business in a cost-effective way.
If you’re ready to attract more customers and grow your business, contact Mark A Preston, Customer Growth Coach & Speaker. Mark can help you develop a tailored, budget-friendly plan to expand your customer base without the need for complex digital marketing.
