Top Conversion Optimisation Company Australia 2023

3 Tips to Market Your Business with Compassion During Tough Times

Have you been scratching your head over how to market your business during a crisis – without appearing opportunistic?
You’re not alone.

Business owners worldwide are struggling with the idea of how to best position their services in light of current events.

Two things, however, are clear.
Many businesses will continue to play a pivotal role and we have seen two particular industries in high demand during these tough times:

  1. Finance Industry
  2. Trades Businesses

Finance industry businesses:

  • Helping individuals understand evolving income and tax implications
  • Helping organisations manage falling sales, cash flow upsets, and supply chain disruptions
  • Helping individuals and organisations access finance
  • Helping individuals and organisations better plan their financial circumstances

Trades businesses:

  • With people spending much more time at home this has put extra pressure on the infrastructure in our homes (air conditioning and heating used during the day, plumbing getting used more often, more power points required for home office etc.)
  • People at home tend to notice things that need fixing and now have time to be at home to meet with tradespeople
  • Many people that had planned to sell and upgrade their home now are thinking that they may stay for longer so they are renovating or maintaining their current home

And plenty of other industries are still in demand.

Uncovering opportunities to help more clients/customers should be part of your business continuity plan.

That said, the best way to market yourself without looking like you’re trying to capitalise on a bad situation is by demonstrating transparencyadaptability, and accountability in a time of wide-spread confusion.

Here’s how:

1. Make Your Message Transparent Clarity in communication has never been more important.

How can you achieve marketing transparency in a time when individuals and organisations are uncertain as to who or what they believe?

  • Revamp your print and digital marketing content to ensure it reflects a customer-needs-first ideology
  • Make it easy for clients to get in touch with you
  • Provide a practical solution to current economic upheaval with up-to-the-minute knowledge and advice

Clients will feel greater respect for you if you make it a point to communicate honestly, empathetically, and with the sense that “we’re all in this together”.

2. Update the Way You Present Yourself Many businesses are tapping the human side of engagement by adapting the way they present their services in response to changing customer needs.

To showcase the unique blend of empathy and expertise your business offers, consider:

  • Expanding online and remote services for clients who might be in isolation or practising social distancing (this might sound hard for tradespeople however you can develop a policy like our long term client PorterVac has – see here)
  • Upgrading your website’s visibility and functionality
  • Increasing your ability to reach out to those in need of advice with the help of digital marketing tools

This is an ideal time to address what could be long overdue for an overhaul within your business. Modernising your professional presentation will help reassure and draw in the clients you’re set up to help.


3. Remind Clients Why They Can Trust You Even as you explore new marketing avenues, don’t lose sight of the enormous value you provide in terms of integrity and stability.

In an unsettled world, clients want more than ever to know that some things don’t change. So make it a point to emphasise that your services always have, and always will.  For example an accountant may state that they:


  • Deliver accurate calculations and reports
  • Provide timely, informed recommendations for better financial decisions
  • Meet security, compliance, and privacy standards well above the norm

Remember: as businesses and individuals continue to look to trusted professionals for support and services during this crisis and beyond, it only makes sense that marketing your firm with compassion should include promoting it as the solid, reliable and trustworthy service it is.

Share this:


Free 25 Page eBook

Download the Influencing Your Digital Marketing Metrics ebook

Growth in numbers translates to growth in business, learn about the digital marketing KPI’s that can dramatically boost your business trajectory.

Free 25 Page eBook

Download the Influencing Your Digital Marketing Metrics ebook

Growth in numbers translates to growth in business, learn about the digital marketing KPI’s that can dramatically boost your business trajectory.

Where to from here?

Book Your Digital Strategy Session

Free 45 Minute Digital Strategy Session

We’ll get in touch with you to arrange a time for your session and gain some initial background on your business needs

What you'll get

Website Audit

A strategic look at your website from the inside and out conducted by one of our senior digital strategist’s

Industry Strategies

An insiders view of what unique strategies work for similar businesses in your industry and how you can capitalise on these learnings

Spy on your competitor’s

A sneak-peak at what your competitors are doing online

Success framework

A digital marketing success framework tailored to your business

Niki Patterson

Business Assist help us with the growth of our business, which is what every business wants, and also it really feels like everyone on the team understands and knows your business well. It’s not just one person, everyone is somehow involved and I appreciate that. Thank you so much for all your hard work in fixing our campaigns. We are all incredibly appreciative.

Jo McMillan

Business Assist were a pleasure to work with as we developed our new website. They were responsive, considered and always sought to provide us with the best possible product at a competitive price. We are very happy with the website they produced for us and have had a lot of positive comments on it. Business Assist is also great with follow up and ongoing support, should we need it.

Dean Burns

We only launched Rent Busters Perth in November 2018, so it is incredible that Business Assist generated over 500 leads for us in June 2020!  They helped us with our branding, market positioning and have since worked very closely with us on developing new offers, headings and campaigns every month. And most importantly we are signing a record number of deals every month!

Business Assist are more like our business partner than supplier and we heavily rely on their expertise and the results they deliver are extraordinary – I can’t recommend them more highly.

Lisa Bywaters

We’ve been working with Steve and the team at Business Assist since 2010.  With an information dense website it’s vital for us that our visitors find the information they need, when they need it. The BA team understand that people search for information in an organic way, that it’s not a linear process. By using their expertise, we now have a friendly, welcoming website that allows visitors to find the information they need quickly and easily. They were also extremely helpful when we transitioned to our new name and new website – with everything from developing a new website that incorporated consumer and staff feedback, to developing an SEO strategy and Google Ads campaigns that helped us retain our past users and attract new ones. They’re a professional, friendly team that takes the time to get to know the needs of your organisation and your website users.

Tony Raunic

A few years ago Hunt & Hunt Lawyers decided to put more resources into our SEO.  We interviewed a number of contractors who all promised their services would be superior.  We were struck by Steve Foura and his team’s preparedness to invest time in learning about what was distinctive about our business and what we particularly wanted to achieve.

We appointed Business Assist to focus on SEO improvements for aspects of our property team marketing including our compulsory acquisition advisory services.

The results have been outstanding with web-based enquiries growing exponentially and, critically, the right prospective clients contacting us and invariably converting into fee paying clients.

We certainly recommend Business Assist highly for any professional services business looking to better leverage its internet presence.

Ultimately, Hunt & Hunt asked Business Assist to develop a new website for our national legal group and we are very pleased with the results.

We continue to work with Business Assist today across various teams as we derive great value from Steve’s practical layman’s advice on SEO.  Business Assist also understand our business and genuinely seem to go the extra mile to add value.

Robert Thorpe

It felt that our previous digital agency was not very engaged with our business – there was a real disconnect.  With Business Assist we feel like we’re talking to the people who are actually implementing the campaign, or at least have a very good understanding of it.  We believe this is one of the main  reasons we saw results happen straightaway – increased new customer inquiries from Australia and overseas. But the other thing we get is great advice from Business Assist about things we can and can’t do from a Digital Marketing perspective. We trust really these guys. The other thing we’re getting is the changes we’re asking to make or services we’re changing, it happens really fast – there’s nothing like a 2 week period of waiting.

Amanda Greer

We’re a small business but we try and behave like a bigger company and Business Assist help us lift that bar. They have helped us get ahead of our competitors. We have a strategy meeting soon where we will develop a 5 year plan and we look forward to Business Assist’s input and planning what we should be working with them on for the next 5 years.  Business Assist have a  really good personable team and they tailor to us – we really like the flexibility. We’re very strategic in what we do and Business Assist helps us enhance our competitive advantage by reacting to opportunities quickly. Our position, interests and needs are well aligned.

Dave Porter

Business Assist are responsible for our new leads coming in. Increasingly, we are becoming more and more reliant on digital marketing as the other avenues are either too expensive or deliver little or no return. So we are extremely reliant on Business Assist.  And they have delivered for us for many years and continue to do so in 2020 where we keep having all-time record revenue weeks! We also really appreciate the team at Business Assist and I’ve always enjoyed working with a company that we feel as though they are really part of our team. We have a very healthy working relationship.

Karl Zimmerman

Since hiring Business Assist to take over our in-house Digital Marketing management, our Google Adwords spend has gone down by 75-80% and our traffic has increased by over 150%. To see such a massive drop in spend and yet an increase in traffic has to be one of the biggest and most impressive things I have ever seen.

Also, compared to what we were getting before, we see Business Assist basically as a free investment with the high returns and the increase in traffic we are getting. Not only that, each time we face any problems, the team gives us much valued solutions, not just ‘yes, we can fix that’ but also different options to choose from.

Business Assist gave us the ability to trust them with our money compared to the other 3-4 companies we had before them. We now can see where our money is going and the returns for it. They also take the time to explain details to us and make sure we are given regular updates. As we grow as a business, we see us growing with Business Assist.

Brayden Cameron

We have been using the Business Assist team since 2013. Coming from a trade background in Roofing & Roofing maintenance and jumping into Digital for all that is involved is a daunting task. We know everything worth knowing about our own trade and Digital is such an unknown area. In turn we were so hesitant because we felt like we were getting ripped off from previous attempts with other agencies and any requests for information or advice would have an extra charge or a feel like such an up-sell. Upon working with the Business Assist team we have COMPLETE clarity around the following:

  • Cost Vs Conversion (analytics)
  • Competitor analysis
  • Our target market and how to attract them
  • Brand Strategy Marketing
  • Social Media
  • SEO & so much more.

Providing these services should be a given for any Digital company – however we have found that it is not. Providing this whilst maintaining honesty and transparency even educating us along the way, whilst not making us feel like idiots because we didn’t know certain terms throughout the process is the real benefit working with Business Assist. We have meetings every week / fortnight with the team to report on every aspect of the business on a digital front. We feel the Business Assist team is an extension of our 40 + family. I think we are really fortunate we found a company that propelled us to grow from 2 staff to 40+ in 7 years – they know our company as if it was their own!