The average day at a law practice is action-packed, so it can be easy to forget to continue optimizing your marketing efforts. There are, however, a few quick ways to make sure you’re on the right track. If you’re a law firm looking to grab a few new clients, you’re in luck. We’ve outlined three steps for ramping up client intake from your website that are super simple, but easily overlooked.
First, your site has to get noticed by standing out among your competitor’s sites. Once they’re there, your site has to convince them to give you a call. Then, of course, you have to be prepared to promptly answer every call that comes your way to get the client.
It goes without saying that if your firm can’t be found from an online search, you’re depriving yourself of the biggest opportunity for new business. But yet, 40% of law firms do not have a website. Although word of mouth is undeniably powerful, it simply doesn’t allow the scope of the all-encompassing Google search. Therefore, making sure search engines favor your firm is essential.
There are two main ways to accomplish this:
Pay-per-click (PPC) advertising and search engine optimization (SEO). Though they’re carried out in different ways and require different resources, both are proven to be effective.
PPC advertising involves paying search engines for ad placement on their sites based on keywords. You pay a small fee for each click on your ad, and easily expand your reach. Relatively little effort is required, and the potential for return is significant. PPC ads are a great option if you’re looking for quick results, if you’re looking to drive phone calls, and if you’d like to customize and control your reach.
SEO, on the other hand, is absolutely free, but it’ll take some time to start seeing results. SEO involves a variety of strategies for making sure your site appears in search results: creating specialized content, marketing via social media, negotiating backlinks with other websites—it’s a fairly new practice with nearly limitless possibilities. If you’ve got time for some experimentation, SEO can work for you.
If you’re not ranking in search results and are a bit uncomfortable with search marketing, there are companies that specialize in SEO for all types of businesses that can handle it for you. In the meantime, this should help you get started.
Driving traffic to your website is just the beginning. Once you’ve done so, the goal is to convince visitors to pick up their phone and call you by filling your site with the right content.
Exactly what information are visitors looking for when they get to your website? A study by iLawyerMarketing.com asked respondents to list five pieces of information that would most impact their decision to hire a lawyer:
This graph is an invaluable guide to knowing what influences a potential client’s decision, aka what you need on your website. If you’ve got these bases covered, your potential client’s questions are answered before they even have to ask them.
The same survey asked respondents what device(s) they’re most likely to use when searching for a law firm.
An overwhelming amount of respondents use either JUST a smartphone, or a combination of smartphones and personal computers when searching for lawyers online.
What this means: your website has to run just as smoothly from a mobile device as it does from a personal computer. Remember, if they do get around to calling you, it’ll likely be from the same device they used to find your website in the first place. When designing a mobile-friendly website, consider the following:
Having a phone number accessible during every step of interaction with your website is just about the most important thing you can do in this process. You want to provide a visitor with an effortless transition from browsing your website to speaking with you on the phone. There are a few ways to do this:
They’ve looked through your site, decided that you might be a good fit for them, and they’re ready to call—there’s even a decent chance they’re ready to do business. Are your phones ready?
Answering every call promptly is imperative—it might be your only chance to gain a client. However, you’re busy. If you or a receptionist personally answered every call that came in, you wouldn’t get anything else done. Not to mention the calls that come in on nights or weekends, each of which are a missed opportunity if left unanswered. If you find yourself unable to answer all of your calls, a 24/7 live answering service is a great option to help pick up the slack. Imagine the phone experience of an in-house receptionist, available at all hours at a fraction of the cost.
The answering services of yore deservedly got a bad reputation for outsourced call centers, untrained agents, and long wait times, none of which are traits anyone wants associated with their business. Thankfully, those times are behind us.
With the right answering service backing you up, you’ll never miss another call. When considering your options, remember that they’re not all created equal. Keep an eye out for these key features:
Word of mouth is a wonderful thing, but with a majority of your audience searching for you via their smartphones, it’s time to be more proactive. Having a website that’s optimized for mobile, generously listing your phone number and other contact information, and providing a live voice to answer the calls are a few sure ways to acquire more clients.
Publish Date: October 15, 2019 5:00 AM
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