Obtain their permission and display their logo in your customer list. If you are just starting out consider doing pro bono work and start building your reputation.
Including details of the organisation and the nameand title of the representative. ‘Blind’ testimonials do nothing to build your reputation.
Explain the problems faced by the customers and how you fixed their problems, thereby providing value to your customers.
Involve your customers (permission based), use case studies and testimonials to promote your brand.
Provide articles relating to your specialisation and keep visitors’ attention by adding value. You must constantly comment (articles or blogging) and ask provocative questions, analyse the market and give your opinion. Many people are scared that they will make too much information available and that they will then lose the sale.
Make available information in different formats. Supply more than just articles. Have videos and other visual downloads. Different people have different needs as to how they supply and receive information. Some prefer animated visuals, others like to listen, and yet others prefer reading text. The more relevant the information you give, the more often your prospective customers will return to your website and then, gradually, you can form a relationship with your customers.
Involve your customers as they often feel good about providing feedback and testimonials and they feel important that you include them on your website. Engage and interact with your customers on an ongoing basis. The more regular you stay in touch with clients and prospective patrons, the more likely they are to brief you with an instruction when they have a need for your services.
Respond to every enquiry for, potential or from existing, business. Try and reply to queries within four hours of receipt - within the standard working day. Do not ignore negative publicity. If you messed up, take responsibility; apologise sincerely; then fix the problem as best you can – that means effectively, thoroughly, and quickly.
Be aware that customers often complain because they do not understand the legal process. Take the time to explain to them what is going on. If a matter is a lengthy process, then give valid reasons for the delays. If a complaint is unfounded, explain the situation objectively to your complainant.
Your website, blog and social networking efforts must project the same, consistent and confident message. Nothing scares off a prospective customer as quickly as mixed messages. You will come across as a flake – someone who is unreliable and insecure. When you message is righteous, solid and straightforward, you will appear to be trustworthy and honourable – thus the more you can charge.
Martin Vermaak - Attorney