I was watching Sunny Lenarduzzi, an eight-figure business owner, talk about building a business without constantly posting, and something clicked. She's talking about the online world - courses, programs, digital products. But the principles? They work for every business that existed before Instagram pretended to matter.
Most expert service businesses are exhausted. Posting on LinkedIn. Maybe Facebook. Hoping something sticks. Then wondering why nobody's buying.
Here's what nobody says:
If you don't have something clear to sell, no amount of posting makes you money.
But here's the better news: Businesses thrived for centuries without social media. The pathways that actually work? They're simpler than you think.
1. Be Found When People Are Actually Looking
Your potential clients aren't scrolling LinkedIn hoping to stumble upon a solicitor. They're typing "conveyancing solicitor Yorkshire" into Google at 11pm because the sale's going through and they need someone tomorrow.
That's where you need to be.
What works:
Your Google Business Profile matters more than your last 50 LinkedIn posts combined. When someone searches "emergency tree surgeon Scarborough" or "probate solicitor near me", you either appear or you don't.
Answer the actual questions your clients ask. Not "How to Choose an Accountant" - that's what you think they should ask. They're asking "What happens if I miss my self-assessment deadline?" Answer that. Specifically. With the real consequences and the actual fix.
After serving 100's of service businesses, the pattern's clear: Solicitors who write "Residential Conveyancing in Leeds" get inquiries. Solicitors who write "Property Law Services" get nothing. The more specific you are, the more you're found by people ready to buy.
Tree surgeon example: "Is Your Oak Tree Dangerous? 7 Warning Signs Yorkshire Homeowners Miss" gets found. "Tree Surgery Services" does not.
One page answering one real question beats ten posts about your values.
2. Partner With Businesses One Step Before You
You don't need an audience if you have access. And you have more access than you think - you just haven't asked properly.
Think about who serves your ideal client right before they need you:
Accountants partner with solicitors. When someone's buying a commercial property, they need both legal work and tax advice. The solicitor refers to you. You refer back when their clients start companies.
Tree surgeons partner with landscape gardeners. Different service, same property owner. The gardener designs the space, you handle the mature trees nobody else will touch. They get projects completed, you get warm referrals from someone the client already trusts.
Wedding florists partner with venues. Not a vague "let's work together." An actual arrangement: You're the preferred supplier, they recommend you to every booking, you give them 10% of every job. They make money without creating anything. You get introduced to brides who've already chosen the venue and have budget left for flowers.
The most successful partnerships aren't with the biggest names. They're with the person whose clients are one step away from needing you. The mortgage broker whose clients need conveyancing. The property developer who needs tree surveys before planning permission.
One strategic partnership can replace six months of posting.
Your move: Identify three businesses whose clients naturally need you next. Email them with a specific proposal: "Your clients need X after they finish with you. I'll handle it, give you 15% of every job, and you never have to create anything." Most will say yes. Some will become your biggest referral source.
3. Make Taking Action Stupidly Simple
You probably have past clients, a local network, people watching quietly who think you're good at what you do. But there's no clear path for them to actually engage.
Stop waiting. Make it obvious.
Create one genuinely useful thing they can grab immediately:
- Solicitors: "The 5 Documents Every Property Buyer Needs" (checklist, not sales pitch)
- Accountants: "Self-Assessment Deadline Survival Guide" (practical steps, actual dates)
- Tree surgeons: "Is Your Tree Protected? TPO Check Before You Cut" (keeps them legal)
This gives you something to offer that isn't "buy my stuff." When you email past clients or meet someone at a networking event, you're not asking for business. You're sharing something helpful.
Then they share it with someone who needs you.
The direct approach most experts never try:
Email five past clients. Not to sell. To check in. "How did the development go?" "Is the new office working out?" "How's the garden after that storm?"
Then: "I put together something for people dealing with [specific situation]. Thought you might know someone who'd find it useful." Include your checklist or guide.
Half will forward it. One will turn into a client or referral within a month.
You're not chasing followers. You're having real conversations with people who already trust you.
4. Make Your Work So Good People Can't Shut Up About It
Word of mouth remains the most powerful marketing that exists. Always has. Always will.
But most experts do excellent work, then wait for people to magically recommend them. Don't wait.
After you finish a project, send one email:
"Really glad we could help with [specific result]. If you're happy with how it went, I'd appreciate you recommending us to anyone in a similar situation. We specialise in [specific thing for specific people]. If you know anyone facing that, I'd love an introduction."
Then include a direct link: Your Google review page, your booking calendar, your email.
Most clients want to help. They just don't know how. When you make it specific ("Know any property developers who need tree surveys before planning permission?"), they immediately think of someone.
After two decades, I've noticed something: The businesses growing fastest aren't posting the most. They're doing brilliant work for the right people, then making referrals easy. One happy client tells three people. Those three each hire you and tell three more. That compounds faster than any social media algorithm.
If you're not asking for referrals, you're leaving money on the table while you're busy posting.
What Actually Matters
Social media asks: "How do I stay visible?"
These pathways ask: "How do I stay useful?"
Think about what you actually need. If you charge £2,000 per client and want £100,000 additional revenue this year, you need 50 clients. That's one per week.
Why are you chasing 5,000 LinkedIn followers when you need one quality conversation per week?
The two questions that make everything easier:
What are you selling?
Be specific. "Property legal services" helps nobody. "Conveyancing for residential property sales in Yorkshire with completion in under 8 weeks" tells people exactly whether you're for them.
Who actually needs it? Be even more specific. Property solicitor serving developers in Yorkshire. Tree surgeon specialising in commercial properties in East Anglia. Wedding florist focusing on barn venues in the North.
The narrower you are, the easier it is to know where your clients are searching, who to partner with, what to create that helps them, and who to ask for referrals.
Where to Start
Don't try all four pathways. Pick one based on where you actually are:
You have 3+ past clients who were genuinely happy → Start with referrals. Email them this week. Be specific about who you're looking for. Make referring you easy.
You know businesses whose clients need you next → Start with partnerships. Propose one specific joint venture with commission. They earn money, you get warm introductions.
You're good at explaining what you do → Start with search. Write one page answering the question your ideal client actually types into Google at 11pm when they need help.
You have a network but no clear offer → Start with direct traffic. Create one valuable resource. Email ten people in your network. Ask who else would find it useful.
Pick one. Do it properly. Then layer the others in.
None of this requires you to post daily. It requires you to be useful, findable, and willing to ask.
Your expertise is valuable. These four pathways ensure the right people actually find it.
