Many of you know we work with many law firms to grow their business and streamline their operations. And, we just were asked by one of them to examine their marketing efforts, which seem to be falling short. (Yes, that’s what they said… They did not ask us to change them or improve them- just make them look better. But, that’s a topic for a different day’s post.) [Hey, don’t leave just because you are not lawyers. Everything here pretty much applies to you, too! Just change LAWYER or LAW to your business segment.]
Like many a law firm, these folks consider their internet presence to be an extended brochure. One that is not handed out to potential clients, but that folks will just stumble upon. (Even though these guys don’t even participate in StumbleUpon.com.) And, once there, they are presented with facts and figures about the LAWYER(s)- and not the problem that brought them to the website, in the first place. Nor is there any way for this firm to track who visited or how to follow up that visit.
If you want to spend a few (depressing) moments, go to your favorite search engine (mine is not the one you use, I’m pretty sure) plug in Family Law or Business Law and a city. And, notice how many website that just mimic the firms “yellow page” ads appear. (You know- name, rank, and serial number information, a few photos…we’re done.) And, every one of those pages can be interchanged with another firm’s- the colors and layouts may be different (but, more often than not, they won’t even be that!)- there’s nothing unique to make someone want to employ their services.
Websites need to stress function- not form. Your clients don’t need or care about sophisticated graphics or fancy animation (unless your focus is the creative arts). They want to know if- and how- you will solve their problem. It took months to convince our immigration firm client that his potential client wants to know how- and how fast- a client can get his wife her visa, since he is coming back from China soon- not how cool your animation appears.
Your clients want to know what relief you offer, how fast, and probably for how much. That last part won’t be addressed on your web site. (Unless you are a bankruptcy attorney dealing with Chapter 7 cases, which are pretty darned straight-forward.)
Educational material is also useful. The potential clients want to be educated on what is happening to them. Your potential client already assumes you know the law- but you can’t assume they know diddlysquat about the law. Moreover, they really don’t care about the law- they care about the pain they are experiencing. And, how to get it to go away- fast. That’s the job for your website to communicate.
No, you are not going to tell them HOW to do it. You will provide the how- they need to understand the what. What they need to have at the ready to let you do the how. What they need to know about the time-frame(s) involved.
I just had a conversation with another law firm, which was dealing with a downturn in their business. I asked them why there are no pages on their (rarely-posted) blog describing how their clients felt when they walked into their offices for the first time and when their cases were done. Explaining those changes for each step in the process. The personal interaction that I knew this firm offered its clients to get them through to the end. (I should let you know this law firm specialized in bankruptcy.)
Your site also needs to be able to track who visited- and never called. Because that’s a big number. I’ve heard that somewhere between 1 and 5% of those who visit actually call the law firm they visited on the web- and that could be high.
And, every single page has to offer a means for them to contact you, not just on the “Contact Us” page. Insert a “call us” button that actually does that. One that is manned during business hours- or maybe you wish to designate one attorney on call in the evenings, when many of your clients do their searching.
Maybe you can capture their eMail by requiring them to sign in to see the articles you have posted to help them. So, you can follow up. You may not get this assignment from them, but if you follow up with timely and useful information, the potential client develops trust in your abilities- and you now have that new client.
Lots of good points, Roy. Two of my sons work on websites and design for a living, so I hear LOTS of analytical chatter from them on design, effectiveness of ads, lameness (usually) of typefaces, etc. There’s a real science involved, isn’t there, that most folks don’t even pick up on, except subconsciously.
Amy recently posted..Last picking, a dead opossum, and fried green tomatoes
Thanks for that great addition, Amy….
And, I tweeted a funny product box yesterday- with a VERY poor choice of typeface…
Hmmm, looks like I need to do some tweaking! Thanks for the straightforward information. I’ll be double checking to see if MY site truly addresses client needs and benefits.
Thanks!
Brenda Spandrio recently posted..Three troubling consequences of not making decisions
Brenda… it’s a never ending situation. Too many folks spend time trying to tweak the SEO and wonder why nothing works. Maybe, it’s because folks get to the site and go “eh”…
Thanks for the visit and the comment.
Excellent advice. I like the idea of having a lawyer on-call in the evenings.
Carol Tomany recently posted..Curb Wars
Me, too, Carol. I have one- and the law firms I managed had them, too!
I especially like the idea of explaining how clients felt when they walked into the office and when the case was done. You seem to have a very good grasp on how businesses need to market themselves. Well done.
I am honored by that comment, Suerae. Thank you SO much!
I’m always interested in the stats behind the website. Very helpful info for decision making. And, yes, some of the bells and whistles detract from the overall message. Good post.
Glad you liked it, Alessa. Bells and whistles are great- if they get us to the destination- a satisfied and interested potential new client.
Great tips you offer as always Roy. I’ve just recently begun to understand the need to switch to a new paradigm of marketing in the connected world. Plain ads and marketing funnels no longer serve business well. They need to offer social proof that people use their services and are satisfied, and that they have the answers to the client’s dilemma.
Julia Neiman recently posted..Where to Begin with Social Networking
Julia, I am thrilled you liked the tips. And, as i said, it’s not just lawyers- it’s ALL of us.
What have you done for me lately- and what will you do for me now…That’s what our clients- and potential clients- want to know.
Hey Roy,
Great tips you have shared today on your posts. The numbers are interesting. The one that jumped at me was the one you said about how 1-5% that actually visited but never called. I would have never known that. Thanks for sharing Roy!
Nate Leung recently posted..3 Simple Ways to Get the Most Out of Linkedin to Build Your Business
I was amazed at that number, too, Nate! But, it’s why we are continually trying new things to have people do MORE than just drop in… Because to us they are just drop-outs…
Well, you have described inbound marketing to a T. And I love the cup. You need to have at least one picture on your article each time. It travels better.
Ann Mullen recently posted..Sequoia Senior Solutions Wins “Best Places to Work” Award 6th Time
I try to have one graphic- but they are often explanations of the data… I think this graphic described the data, too 🙂
Great article and it even had a trace of humor in it, something that we don’t see too often in the subjects you cover. It is strange that lawyers look at the web as yellow pages. They could hire a bright young college student or two to write some blog posts for them and then schedule their release about once a week so that their firm would be active in the eyes of google, yahoo etc. Perhaps get a better shot at being seen first when someone types in “immigration laywer” or whatever. And it’s all a business cost that helps everyone involved.
Chef William recently posted..Coconut Custard
I’m with you, Chef William! Use whatever resource you have- but most lawyers fear the college student will make a statement that will run afoul of the bar…(I am not saying they are justified,just recounting their statements.) I doubt that’s really the issue- it’s more a matter of control… Which may be why so many other businesses don’t do the same.
Don’t you think that law firms have a tendency to have lame websites? I hate to generalise, but most of them haven’t understood that Internet is so much more than the yellow pages. Very sound advice, Roy!
MuMuGB recently posted..My Little Mews Is A Cul-De-Sac
Yes, Muriel. That is exactly why I wrote this piece. And, I am pleased you liked it.