| Second in a series of three articles:What if you could | | | | for. When someone visits your site, they want it to...- |
| reach thousands of prospects, build fruitful, pro-active | | | | load quickly- be easy to read- provide a range of |
| relationships with them, and stay top-of-mind with them | | | | information (not everyone will read it all, but everyone |
| on a regular basis...and not spend a fortune in the | | | | is attracted and motivated by different things - so |
| process?If this sounds too good to be true, then | | | | you've got to offer it all)- make it easy to contact you- |
| you've not mastered the art of leveraging your firm's | | | | not distract or waste their time with unnecessary |
| online strategy. A web site is one of the most unique | | | | effects- be easy to print out- perhaps teach them |
| and powerful marketing tools you have, if you develop | | | | something they didn't know. |
| and use it correctly. It can also be a huge drain of | | | | Graphic design is a very important element of any |
| wasted money and resources if you don't know what | | | | website, but it should not be what drives content, |
| you're doing.High Tech is High TouchThere are two | | | | navigation, and usability. At most, it should weigh in |
| components to this powerful marketing tool - the | | | | equally with content and navigation.2. Long, well-written |
| website itself, coupled with a well thought-out online | | | | copy sells. Believe it or not, if what you say speaks to |
| strategy. Done right, here's what a website and online | | | | your target audience in language that's about them, |
| strategy can do for you:- Build relationships. Marketing | | | | their problems, their world, and their needs, they'll read |
| your law firm is about creating and sustaining a | | | | a lot more than you'd think. The key, though, is that |
| trust-based relationship with your intended and current | | | | what you say has got to be about them, not your firm |
| clients. A good website and online promotion strategy | | | | - at least not initially.This goes back to the laws of |
| can do just that, without requiring more of you precious | | | | marketing discussed in the first article of this series, |
| billable hours to be present in your clients' and | | | | "How to Put Law & Order into Marketing Your Law |
| prospects lives.- Tap new markets. Why do clients | | | | Firm." (on our website at under Free Resources: |
| come to you in the first place? Is it because they have | | | | Articles). Most professional service firms break this |
| a real problem, an immediate need, and no choice but | | | | rule...and end up sounding alike. Differentiate your firm |
| to hire an attorney? What if you could tap a less | | | | by writing website content that speaks to your clients' |
| crisis-driven, more pro-active market that provided you | | | | worldview, not yours. Educate them, motivate them, |
| with more predictable and longer-term cash flow? | | | | soothe them, convince them, inform them, and move |
| Amazingly, an integrated online/offline marketing | | | | them to action.3. Load up on value. Give visitors to |
| strategy, centered around your website can do that | | | | your site a reason to stick around and to "bookmark" |
| for you.- Accelerate your sales cycle. By the time | | | | your site because it's so darned valuable. Increase their |
| someone calls you, chances are they've already | | | | knowledge and help them feel competent every time |
| visited your website. With the right online approach, you | | | | they go to your site, and they'll fall in love with your |
| can increase a prospect's confidence that your firm is | | | | firm. Ironically, the more you share about what you |
| the right one to call, reduce the number of unqualified | | | | know, the more people are drawn to your work and |
| prospects, encourage a "call to action," and begin a | | | | will trust that your services are highly valuable, not a |
| long-term relationship.- Stay in sight and top of mind. | | | | necessary evil, and worth every penny they pay.4. |
| The adage, "out of sight is out of mind" is true, even in | | | | Integrate online with off-line. Think about how you get |
| legal matters. There is simply no guarantee that an | | | | new clients now - word of mouth? Referrals? |
| existing client will return to your firm the next time they | | | | Networking? A letter of introduction? Quoted in the |
| need similar services. Too many variables and | | | | press? Usually it's through off-line activities. While |
| influences can intercede, particularly if a lot of time | | | | you're at it, invite people to visit your website and let it |
| passes between needs. Your website and online | | | | do the initial relationship-building work for you. Follow up |
| strategy can painlessly bridge the gap between more | | | | an initial introduction with an email link to your site and |
| time consuming, "off-line" keep-in-touch activities (i.e., | | | | an invitation to subscribe to your firm's free |
| phone calls, direct mail, customer surveys) that are | | | | e-newsletter. Attach an article you've written that |
| often hard to carve out time to do and expensive to | | | | specifically addresses the concern they approached |
| implement.- Turbocharge your business development | | | | you about. Follow up with a phone call to see if they |
| efforts. A well-constructed website can be the "hub" | | | | got the article and continue your conversation.Maybe |
| of your firm's presence in the marketplace. Ideally, your | | | | you get a new client right away, but if not, you keep in |
| website is the first place prospects go when they | | | | touch through your monthly e-newsletter that reminds |
| learn about your firm through a referral, while | | | | them of how valuable you are, and drive them back to |
| networking, in the press, or perhaps a direct mail piece. | | | | new content on your website. Before you know it, you |
| Once they're on your site, you can educate them, build | | | | do have a new client, and a lot of the heavy lifting was |
| their loyalty and confidence, demonstrate your results, | | | | done by your great website.Even if your firm has a |
| and motivate them to take action...all for a fraction of | | | | website, take a look at how hard it works for you. |
| the time, energy, and money these things require | | | | Remember, marketing is about creating and sustaining |
| off-line.- Manage your marketing dollars more wisely. | | | | a relationship with your target audience and current |
| Wouldn't it be great if you could tell which off-line | | | | clients. Leverage the power of a well-crafted website |
| marketing activities pay off and which ones don't? | | | | and online strategy, and that process gets a lot |
| With the right approach, you can do just that, using | | | | easier!TurningPointe (TM) Marketing, Inc. helps |
| your website - and underlying technology - as a tool | | | | professional service firms attract more clients, stabilize |
| for "measured marketing." You'll never have to wonder | | | | their business, and take their practice to the next |
| if the money you spend on direct mail, networking, or | | | | level.To learn more about our website audit services, |
| publicity is really worth it again - you'll know for | | | | Marketing Your Professional Services Firm Clinic, |
| sure!The EssentialsThe money you spend on a | | | | market strategy coaching, 3-hour market strategy |
| website and promotional strategy is only as good as | | | | analysis, and one-day learning and strategy session, |
| the work they do for you to turn "surfers" into real | | | | please visit our website 2004 TurningPointe Marketing, |
| clients. For a website that works hard and gets results, | | | | Inc. All rights reserved. Marketing educator, Kelly |
| here's what to consider.1. Function over form. There | | | | O'Brien, is creator of the "Create a TurningPointe!" |
| are plenty of visually appealing websites that fall far | | | | Marketing Bootcamp. |
| short of what clients and prospects are really looking | | | | |