I'm also and independent and I have my own website, advertise classes here, at shows and some club meetings. I also drop business cards anywhere I think it will generate business. But like Bob, most of my students come from referrals. I'm also developing more a more dive related presence on facebook as opposed to purely personal stuff.
What you need to understand is that there are segments of the industry that not only do not promote independent instruction, but seem to do things like put up roadblocks to it. Agencies will list their dive center members but not the independent instructors that are members. Some will not allow independents to use agency logos on their personal websites.
My own agency will refer emails and calls to independents but does not yet have an online data student accessible database. It's in the works but some of our instructors do not want to be listed. They have enough or too many students now, only teach part time, or for personal reasons don't want to be listed.
I have no problem with that but I'd like to be accessible to everyone. Much of my business is not from those local to me. I have had a number of students come from hundreds of miles away to take my classes. I would also be willing to go to them under the right circumstances. I mean it would be difficult but if someone wanted to bring me along to Bonaire, Truk, Scapa Flow, etc to do a wreck class or AOW and paid my expenses I'd tough it out


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I manage to rank fairly high in a number of google searches thanks to my presence here and on other boards, my book, and the articles I've written. But I'm always looking for more exposure and ways to get that. One reason I will be attending at least one of NetDoc's seminars at DEMA!