Something has shifted in business, and it’s not just affecting notaries. It’s affecting doctors, lawyers, contractors, and nearly every professional service.

The competition isn’t always another company anymore.

Often, it’s the Internet.

In my business, notaries and apostilles, I see this every day. People come to me after doing extensive online research. They’ve read articles, watched videos, scrolled through forums, and now feel confident they know exactly what needs to be done.

Sometimes they do.

Often, they don’t.

And that gap between information and expertise is where things can get complicated.

The Internet is incredible. It gives instant access to information that once required years of training or professional guidance to understand. But access to information is not the same as understanding how to apply it correctly.

I get calls saying, “Are you one of those notaries who can do a wet signature?”

Or, “Do you use a stamp and a seal?”

I often hear, “I read online that I just need to do X.”

What’s usually missing is the context:

• Which country is this document going to?

• Has the law changed recently?

• Is this document even eligible for an apostille?

•  Does the issuing agency matter?

• Will one small error cause the document to be rejected weeks later?

Those details don’t always show up in a Google search, but they show up immediately to someone who does this work every day.

I’ve had conversations with doctors who tell me the same thing. Patients come in armed with Google searches, convinced they know what’s wrong and how to fix it.

Research can be helpful.

But diagnosis still requires training, experience, and nuance.

Professional services work the same way.

Why Expertise Still Matters

When you hire a professional, you’re not paying for information. You’re paying for:

• Pattern recognition built over years

• Knowledge of exceptions, edge cases, and changes

• The ability to spot problems before they cost time and money

• Accountability when something goes wrong

In the world of notaries and apostilles, a single mistake can mean rejected documents, missed deadlines, lost opportunities, or having to start the process all over again.

That’s not something a search engine can do (At least not yet!).

How Apostille Agents Can Use This in Real Conversations

For apostille agents, this shift doesn’t need to feel like a threat.

It’s actually an opportunity.

When someone says, “I read online that I just need to do X,” they’re not trying to undermine your expertise. They’re trying to reduce uncertainty.

Instead of pushing back or correcting them immediately, this is the moment to step into your role as a guide.

Let them explain what they found.

Acknowledge the effort they made to understand the process.

Then gently introduce what the Internet couldn’t account for.

• Country-specific rules.

• Perhaps the difference between Hague versus non-Hague.

• Agency requirements.

• Recent changes.

• Risk factors they didn’t know to look for.

This is where trust is built.

Your value isn’t in knowing the steps.

Your value is in knowing which steps apply, which don’t, and what happens if one is missed.

The Internet can provide information.

You provide clarity, judgment, wisdom, and protection from costly mistakes.

A Thought for Clients and Professionals Alike

Doing your research is smart.

Asking questions is smart.

Wanting to understand the process is smart.

But there’s a point where information should lead to collaboration with an expert, not a replacement of one.

The Internet can tell you about the process.

Experience & expertise tells you how to get it done…correctly. 

Judi

Are you ready to make apostilles part of your business? There’s never been a better time. Volume is up over 25% and there were already 55 million apostilles processed every year. Get certified with my course in partnership with Bill Soroka at NotaryCoach here: https://www.notarycoach.com/apostille