clockstore
Newbie
- Sep 5, 2013
- 3
- 0
It wasn?t long ago, that all you needed to do was to plop a website on the Internet, and wait for the phone to ring. Ten years ago, way, way back in the old days, around 2004, there were 51,611,646 websites worldwide. When you think about it, websites were a bit of a novelty back then weren?t they? Fast forward to 2014, and now there?s more than 932 million (yeah, that?d be 932 and 6 zeros) websites online. Creating a website, expecting it to inherently make your phone ring, and then assuming that this ?marketing? task was successfully completed is simply delusional. Beyond the obsolete expectation that you?ll create a website and prospects will come, the role of your website within your law firm?s marketing strategy (you?ve got a marketing strategy right?) has changed dramatically. There are 3 essential functions that websites perform in any high powered marketing strategy that I?ll create for a law firm: 1. It performs a role of qualifying the prospects that my promotional tactics send there; ideally you want clients who need your legal expertise, and wouldn?t it be nice if they had the money to pay you too? There?s specific words and terms we say and things we do on your website that resonate with the kind of prospects you want to meet, and motivate them to take action and contact you. 2. What?s next? Once they?ve found you, what specific action do you want them to take next? Are there specific instructions you want to communicate to them before they even contact you? Should they call you? Text you after hours? 3. An absolutely critical marketing step that virtually everyone misses with their website, is what I?d call ?setting the table?. This is a technique where we pay very close attention to the specific choice of words we use when describing you and what you do. It?s all about creating a very deliberate perception of you BEFORE the prospect contacts you, and it goes along the line of ?Jerry is the king of criminal defense attorneys in (insert your target area) and he guarantees the very best representation you can have when you need it most.? When this technique is used correctly, the prospect already KNOWS you?re a well regarded member of an esteemed profession BEFORE you even have a conversation. (On the other hand if this technique isn?t done correctly, it?ll bomb badly, just saying).
