Bad Experiences To Benefit Your Law Firm Marketing

As I mentioned it was my daughter’s 18th last week, and as ever it gave me some valuable reminders for my business (and yours).

The steak restaurant on the birthday itself was good, but it could have been exceptional. What went wrong? First, the food took longer than it should have done. It looked like they didn’t have enough staff for a full restaurant.

Second, my meal was cold. It was meant to be to start with, as I ordered a selection of steaks which I was to cook myself on a hot lava plate. Sadly, however, the hot lava plate was lukewarm. If the restaurant had carried out the ‘checkback’ which all restaurants are supposed to do shortly after serving it would have been quickly solved. However, as I said it looked like there were not enough staff, so it was 10 minutes before I was able to get the manager’s attention. When I did, he instantly said “lava plate cold?” indicating that my problem was a common problem. If it is, why didn’t he ensure his staff checked back as quickly as possible, or better still make sure their process tests the temperature of the plate before it leaves the kitchen?

The second issue was a little more frustrating for me. We hired a photo booth for the party on the Friday. It was excellent. A stand up booth with a Mac computer, loads of props to make you look suitably ridiculous and enough space for a group of 10 to get into the booth at any one time. Photographs were instantly printed in duplicate – one set of four for my daughter’s scrap book and one for the people in the booth.

The only problem?

The guy running it didn’t provide any warning when he went to dismantle it, so my 84 year old mother missed the chance to have a silly picture taken with her 18 year old granddaughter. A simple process of a 10 minute warning that he was going to pack up soon and the frustration that I am still feeling would have been avoided.

What does any of this mean for you or me as business owners, particularly from a marketing perspective?

Processes. Systems. Have them. Use them. Check them regularly to ensure that everything is doing what it is meant to be doing.

Which types?

Check your figures every week or at least monthly.

  • How many visitors went to your website?
  • How many enquiries did you receive?
  • How many did you convert (how many files did you open)?
  • How many enquiries did your advertisement produce?
  • How much did you bill?

I am sure that last one is in hand, but are the others?

Having processes in place to regularly check your numbers ensures you discover early on when you have a problem which then allows you to nip it in the bud. A simple checkback at the restaurant and a 10 minute warning from photo booth man and I would have had nothing to write about this week – so their failure has meant you have had to suffer this week too ;).

Keep on keeping on, and ensure you have processes in place and use them consistently.

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Case Study

I’d always had a retirement date in mind, but before I started working with Nick, I didn’t imagine there was any chance that I’d achieve it

Whether you’re a sole practitioner or a large firm, you’ll get huge value from working with Nick, of that I have no doubt.

It was five years ago that I first came across Nick Jervis, and my only regret is that I didn’t start working with him earlier.

I was a sole practitioner, and for years I’d been advertising in the Yellow Pages and getting decent results.

But as time went on, the response diminished, I was struggling to get as many clients as I needed, and to top it all off, the Yellow Pages still kept pushing the price up.

Eventually, enough was enough – something had to change, otherwise my business was going to be in trouble.

I’d been aware of this guy, Nick Jervis, for a while, and as far as I could tell he was pulling up trees in the solicitor industry with new, sophisticated marketing.

But something had held me back – maybe it was a fear of the new or the unknown.

Whatever it was, I eventually overcame it, hopped on a train to Nailsea, and spent an enthralling day with Nick, where he explained exactly where I was going wrong, and what he’d be doing to fix it.

He certainly wasn’t all talk either, because he went about fixing it with quite some speed.

He got to work constructing a website that would actually convert clients, and then focused on getting me to the top of Google Adwords.

And once he’d done that, the response was spectacular – a few months earlier I’d been scratching around for leads, and now I was getting 3-4 qualified Probate or conveyancing leads direct to my email inbox every single day.

As a result, the turnover increased considerably, and with more breathing space, Nick and I were able to get everything working smoothly.

I was getting more leads, gaining more instructions and making more money than I ever had before.

I’d always had a retirement date in mind, but before I started working with Nick, I didn’t imagine there was any chance that I’d achieve it – the income just wasn’t there.

But with Nick’s help, things changed quickly and significantly, to the point where I was able to reach my retirement date – I’d been at it for 42 years and I decided enough was enough!

Thanks to Nick, I stopped doing Probate and conveyancing, and stepped into semi-retirement as a notary public, which gives me just enough to do to ensure I’m out from beneath my partner’s feet – needless to say, Nick still helps me get work via Google Adwords.

I can’t overstate this enough – Nick changed my life, and for that I will always be grateful. Where I was struggling, Nick stepped in, transformed things and ensured I met my personal and professional goals.

Whether you’re a sole practitioner or a large firm, you’ll get huge value from working with Nick, of that I have no doubt.

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