What’s bigger: This headline or Arrive?

It’s very easy to look like a big business these days.

We can all make beautiful websites on the cheap and get business cards printed overseas for $10 and have answering services and outsourced graphic design that makes us look like Fortune 500 companies. And everyone seems to think that’s the goal: to look too big to fail.

Earlier today a fellow entrepreneur sent me her new website to look over. She has 30 years of experience in helping seniors find their next home, and people love working with her. The website is full of testimonials about how great SHE is. That’s right: HER. The testimonials call her out by name.

But she’s developed a website full of the word “we.” She seems to think that any prospective client wants to work with a whole team of people, not just HER running the whole thing.

I think she’s wrong. SHE’s the draw, not a team of people with less experience than her doing the same thing.

What it looks like to dispatch rides while fulfilling brochure requests and sending out welcome packages.

Arrive is still a very small business, and our customers love us for it. When they call, 90 percent of the time it’s Liz or me answering the phone and dispatching the ride. If anything goes wrong, our members let us know—and that information doesn’t need to be siphoned through levels of management to get to the people who can do something about it. Everyone talks right to the owners! We’ve made dozens of little tweaks to our service based on customer feedback, and we’re right on the front line, seeing what works and what doesn’t.

We started Arrive for a very, very specific sort of customer, and that customer deserves the attention that a small business can give them. We will be unapologetic about our size. One day we’ll be bigger and our members won’t talk with me every day. But we’ll have gotten to that size by treating everyone like they’re our only customer.

P.S. Know why the headline font on our blog post is so big? Because we don’t know how to fix it.