Many prospective customers will see your website or web presence before they even meet with you. Your website should look world-class with clean lines, be well written, with high quality and relevant articles and photos about your fields of specialization.
The website must be easy to navigate. In the maze of millions of websites, yours need to stand out from the crowd. On your website, make your customers stand out, and this, in turn, will make you stand out from the competition.
With proper marketing, you need to understand your brand and customers - this is especially true in the fast pace world of online marketing.
The biggest problem seems to be that Attorneys want to be everything to everyone. This, especially for solo practitioners and smaller Law Firms, causes them to compete in a market that they are not prepared for, or the market is saturated.
Customers expect more, and they hope to deal with a specialist. Your prospective customers must clearly understand your fields of specialization. If you are going to get a divorce, you see a specialist Divorce Attorney, the same for someone that was arrested for murder – they do not want to see a contract Attorney!
Sell yourself on your website by building credibility for your Firm and Attorneys. It is easier than it sounds.
Attorneys often do not realize how much value they add to their customers' lives. Attorneys need to appreciate the value that they add as this will enable them to define marketing strategies and communicate the benefits of their service to prospective customers.
Supply details of your customers, obtain their permission and display their logo under your customer list. If you are just starting out, consider doing pro bono work and start building your reputation.
Provide testimonials – including details of the organization and the name and title of the representative. "Blind" testimonials do nothing to build your reputation.
Case Studies: Explain the problems faced by the customers and how you fixed their problems, thereby providing value to your customers.
List customers' results, involve your customer (permission-based), use case studies, and testimonials to promote your brand.
Provide high-quality content; provide articles relating to your specialization, and keep visitors' attention by adding value. You must continuously comment (articles or blogging) and ask provocative questions, analyze 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, as different people have different needs – some prefer to watch rather than to read, others like to listen to audio downloads.
The more relevant information you give, the more often your (prospective) customer will return to your website, and you can then form a relationship with your customers.
Involve your customers as they often feel good about providing testimonials, and they feel important that you include them on your website.
Involve and interact with customers on an ongoing basis. The more regular you stay in touch with customers and prospective customers, the more likely it is that they will brief you with instructions when they need your services.
Respond to customers; try and respond to customer's queries within four hours of them lodging the query during your working hours.
Do not ignore negative publicity; if you messed up, take responsibility, apologize, and then fix the problem as best as you can. However, customers often complain because they do not understand the legal process. Take the time to explain to them what is going on and if a matter is taking very long, explain to them the reasons for the delay. If a complaint is invalid, explain your reasons objectively to your audience.
Your website, blog, and social networking efforts must project the same, consistent message. Nothing scares a prospective customer off as quickly as mixed messages. Customers will think that you are a flake and that you are unreliable. The more your message is solidified, the more you can charge.
a call for action on each page;
contact details – with a physical address;
details of customers;
case studies (success stories);
clear details of your services.
The basics of a website are as simple as that: if you succeed, you will have qualified leads with an immediate legal need.
The better your website and the more value that you provide to your audience, the less you need to sell yourself. Customers will come to you, and it will not be necessary to 'hard' sell them. Your brand will already have credibility.