Navigating Hurricane Season: How Sarasota Business Owners Can Continue to Serve Clients

As we continue to navigate life in the thick of hurricane season, business owners in Sarasota face unique challenges that can disrupt operations and create uncertainty. With potential evacuations, fluctuating business hours, and concerns about safety, it’s crucial to have a plan in place that allows you to continue serving your clients, both locally and abroad. Here are some strategies to help you maintain professionalism and connection with your clients, even when the storm clouds gather.

1. Enhance Your Online Presence

In today’s digital age, having a robust online presence is essential. Ensure that your website is up-to-date and easy to navigate. This includes clear information about your services, pricing, and contact details. Highlighting your availability during hurricane season and outlining any potential delays can help manage client expectations. Use your website as a hub for communication, allowing clients to easily access information and updates.

In the days following Helene, I cannot tell you how many Facebook posts on popular local forums I’ve seen asking, “Is [insert business name] open? I want to support them either by making an order or purchasing a gift card but their website doesn’t have any updates, does anyone know how we can best support them or if they’re even open?”

If there’s one thing we love about our region, it’s the dedication that so many have to supporting local when locals need it most. Let your neighbors and clients support you by ensuring your website is up to date and communicates HOW they can best support you and stay island strong!

2. Implement an Effective Communication Strategy

When storms approach, proactive communication is key. Use email newsletters, social media, and website updates to inform clients of any changes to your business hours or operations. Consider creating a dedicated “Hurricane Season” section on your website, where you can post updates and provide resources. Transparency during uncertain times builds trust and reassures clients that you are committed to their needs, even when you may not be physically present.

Just this last year, we implemented an “Acts of God” clause in our contracts that both protects us legally and offers clarity on what clients can expect if a hurricane or similar disaster were to arise. It establishes communication upfront and makes it easier to navigate those conversations when something funny starts swirling around in the gulf.

3. Leverage Online Tools and Services

Utilize online tools to continue serving your clients remotely. For service-based businesses, consider offering virtual consultations or meetings via video conferencing platforms like Zoom or Google Meet. If you run a retail business, explore e-commerce options that allow clients to shop online, even when your physical location is closed. This adaptability not only keeps your business running but also demonstrates professionalism and commitment to customer service.

Of course, this creates some complications when the power goes out and cell service is lacking, so preparation prior to hurricane season is key. Use the off season to start employing a digital operation you could quickly roll out so that you can continue to see revenue and maintain an online presence when the weather gets dicey.

4. Create a Contingency Plan

Prepare for potential disruptions by creating a contingency plan. Outline steps to take in the event of an evacuation or temporary closure. This could include setting up an automated email response to inform clients of your status, ensuring that your team is trained to work remotely, and establishing a communication protocol for emergencies. Being prepared helps you maintain a sense of control and professionalism, even in chaotic circumstances.

We recently hired a remote junior designer from Maryland named Laura who has an incredible gift for management as well as design. She has all of our SOPs and logins and knows that if a storm approaches, we may rely on her for a couple of days while we hunker down and ride out the storm. Either way, our clients don’t feel ghosted unexpectedly and our automated email system will let them know we are running at partial capacity so they can manage expectations over the coming days while we get ourselves back online.

5. Engage with Clients on Social Media

Social media is a powerful tool for staying connected with your clients during hurricane season. Use your platforms to share updates about your business, offer safety tips, and provide resources for clients navigating the storm. Engaging with your audience in a friendly and transparent manner can foster loyalty and community, making clients more likely to return when the storm passes.

One thing you may be grossly underestimating is the amount of empathy and support that may be afforded to you from viewers who see you in a personal light on social media. People want to know how to support you and know you’re okay in the midst of a storm, and social media is a great way to keep your clients updated.

6. Highlight Your Resilience and Local Commitment

During uncertain times, it’s important to convey your dedication to the local community. Share stories of how your business supports Sarasota during hurricane season—whether it’s partnering with local organizations for disaster relief or offering resources to help clients prepare. Highlighting your commitment to both your clients and the community reinforces your professional image and builds goodwill.

One thing we feel very strongly about is offering discounts to local businesses affected by the recent hurricanes. Our operations are entirely online so it’s not as devastating as the local brick-and-mortars that rely on foot traffic to make a living. We aim to do our part by supporting these businesses as best we can, and at times, have gifted a free website to local heroes who went above and beyond to help rebuild the local barrier islands after recent devastation. One fishing charter captain who has been using his local knowledge of Siesta Key and equipment to help transport people out of their flooded homes that rescue services couldn’t access. He’s about to get a very exciting phone call from Tidepool with the gift of a website to help support his future business endeavors. What is something you can do to help support those in our region who are struggling to stay afloat?

7. Optimize Your Website for Mobile Use

With many people relying on mobile devices during emergencies, ensuring your website is mobile-friendly is crucial. Make it easy for clients to access your site for updates, shop online, or contact you. A mobile-optimized site enhances user experience, keeping clients engaged even when they’re on the go.

But more than that, it communicates that you live in this century and care about serving your clients well – it’s as simple as that. Google and other popular search engines have made this a requirement for those it promotes in the search queries so if your website is currently not optimized for mobile use, you’re missing out on valuable local search traffic. If you need help with this, we can certainly help you out in this department.

8. Plan for Recovery Post-Storm

After a storm, it’s important to have a recovery plan in place. Reach out to clients to check in and assess their needs, reinforcing your commitment to service. Use this opportunity to highlight any new offerings or updates to your business. By being proactive in your communication and support, you can strengthen relationships and position your business for a successful rebound while cleanup is underway.

In Conclusion

Hurricane season brings uncertainty, but with the right strategies, Sarasota business owners can continue to serve clients effectively and maintain professionalism. By enhancing your online presence, implementing strong communication strategies, and leveraging technology, you can navigate these challenges while demonstrating your commitment to your clients and community.

If you’re looking for further guidance on how to adapt your business during hurricane season, let’s connect! We’d love to help you brainstorm strategies that fit your unique situation. Book a complimentary discovery call with us today, and together we can ensure your business remains resilient and responsive, no matter the weather!