To Bring in Clients, Your Law Firm’s Website Must Be More Than Just a Pretty Face
As a busy attorney, you will likely hire a lot of people to do the business tasks you don’t have time for. You probably have a “web guy” who takes care of your online business aspects—but since it’s not in your wheelhouse, you may not be sure what his exact qualifications are.
There’s nothing wrong with outsourcing your Internet marketing efforts, but you have to be sure that your webmaster is living up to his name. Some webmasters are merely web designers—people who are great at making your site look good, but don’t set up the “behind the scenes” functions that make it work. If you don’t know the first thing about Internet marketing, you could end up spending a ton of money on a very pretty website that delivers no new cases.
This is not to say that web designers aren’t necessary; they are. But your website must be more than a good looking page to bring in business.
The three strong pillars of an effective legal website are:
- Design. The face of your website is important for a few reasons. First, it is the first point of contact for many of your customers, and they will judge you on how it looks. Second, it must be easy to read and full of videos answering common questions. Third, it must be designed to allow your readers to easily navigate to the content they want to read.
- Content. Your website must be helpful to your customers if you want to turn them into clients. Give away as much free information as you can in your articles and blog posts (something else you can outsource), and your customers will come back for more.
- Search engine optimization. This is the magic that makes your website work. Your customers won’t read what they can’t find—and links, keywords, text placement and tags are all vital to making your website rank highly in search results.
Even if you employ someone else to run your Internet marketing operation, you’re going to have to understand how the technology works to craft your law firm’s advertising strategy.
Starting over can be scary, but it can also be exciting, revitalizing, and motivating. That’s why many people daydream about what they would do if they could “start over.”
In fact, that’s one of the (few) things I enjoyed about golf! You start from zero at each hole and have a fresh opportunity to excel.
This was my mindset when I wrote the report, 10-Step Program for Marketing Success. I set out to answer the question, “what are the steps I would take if I were rebuilding my practice from the ground up.
Inside this report, you will discover everything I’ve learned since opening the doors to my law firm and all the big-picture tactics I teach the attorney members at Great Legal Marketing.
YOU can get this special report FREE just by clicking the button below and requesting your copy. This is the “gateway” report to Great Legal Marketing, where you will learn our marketing philosophy. You will probably find the information in this report refreshing compared to all the junk information about marketing supplied by marketing vultures who want to sell you a new social media campaign.
Most attorneys start their firms assuming that being a really, really good attorney should, in and of itself, be a marketing advantage. Those attorneys believe that joining a whole bunch of committees and putting their name in lawyer directories is “marketing,” and they never bother to ask if there is a better way.
Attorneys are catching on, however, and those who succeed learn to leverage their current resources to create effective (and ethical) marketing. What they discover isn’t a magic pill or silver bullet but a different approach to marketing that your competitors haven’t considered.
by Ben Glass
Ben is a nationally recognized expert in attorney marketing and the owner of Great Legal Marketing.