How Much Good Legal Marketing Advice Are You Ignoring?

A solicitor is for life, not just for Christmas
I had an email which made me laugh the other day. The email suggested that I had too much content on my website, that I should reduce the number of pages that I have overall and then the ‘intrigue’ of people wanting to find our more would be much better from me. The writer ended with a “I hope you don’t take this the wrong way”. I am still smiling widely as I write this.

I often hear this; from solicitors and other business owners. They have a hunch that they should not say too much on their website. They say you have to keep people guessing, and make them work out if you really know what you are talking about. Well let them continue with these thoughts, because it will allow all of you who follow my advice to storm above them in the search engine charts. Google needs content. Adding new content to your website tells Google your website is a living, breathing being which it rewards with more traffic. I did not take any offence from the person above – how could I? – I receive more traffic than probably anyone else doing what I do. Now clearly I am not going to follow the advice, I pointed out to the writer why, I dare say they will not listen and do their own thing, fail abysmally and then of course blame the economy rather than their inability to follow good advice if their lack of new business causes them problems.

One of the last law firms I worked for I left with a fantastic, detailed and content full website. It attracted lots of visitors and lots of enquiries. I was staggered to meet a partner from the firm some months after I left who was crowing when he said “We have replaced that website you did with a much shorter, cleaner five page website”. You should have seen his face drop when I pointed out that he would not receive any more visitors now. Too late, the damage was done and enquiries from their website duly plummeted!

I go into detail about how to generate website traffic using both paid and unpaid methods of traffic in Marketing4Solicitors. Solicitors who follow my advice generate significant volumes of traffic. One firm went from 3,000 visits a month to over 12,000 in just over a year with the volume of enquiries increasing in line with the traffic. Another person on Marketing4Solicitors follows my Google Pay Per Click advice and recently sent me this unsolicited testimonial:

“When I started receiving Nick’s advice on pay per click advertising, I followed some of it [with a considerable degree of success] but really didn’t think it was necessary to follow it all. Well, not for the 1st time, I have had to eat my words. In the last year or so I have mended my ways and now follow Nick’s advice to the letter. The statistics speak for themselves.

In the period 19/6/10 to 18/7/10 my monthly pay per click campaign cost me £1,831.58 [that’s 735 clicks at an average of £2.49 each]. I thought that was pretty good. However, since taking on all of Nick’s advice, the identical period this year saw a massive improvement in broadly identical campaigns – 1,078 clicks at an average of just £1.64 each, totalling £1,764.77.

So not only have I saved myself over £50 every month, but I also get almost 50% more clicks! That’s what I call a result – well done Nick!”

Tim Bishop, Managing Director, Bonallack And Bishop Solicitors Salisbury

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Case Study

From biggest fee earner to no fee earning whilst doubling turnover

I’d been looking for somebody to help me with marketing for a while, and I came across Nick on Google.

That was three years ago, and in that time it’s fair to say that he’s had a massive impact on my business, and my life as a result.

In the early days, my goal was simple and specific: increase the turnover of the business so that I could take more money out of the business.

I had an amount in mind, and I expected it to take years to get there, but when I achieved it in just six months, it began to dawn on me that this guy really knew what he was talking about.

As a result of that early success, and with Nick’s help, I realised that my expectations were too low, and what I could actually achieve, with the right thinking and guidance, was far beyond what I’d ever imagined.

What Nick saw – and what he made me see – was that my business had fantastic potential, but to realise that potential, things needed to change.

Even before Nick got involved, we were getting a decent volume of leads, but it was what was happening to the leads that was the problem.

We weren’t tracking them, there was no process in place and to top it all off, we didn’t have a clear pricing structure, which meant that we were nowhere near as profitable as we could be.

And that’s where Nick came into his own. He built us a bespoke lead generation and sales process, and the results were staggering.

We pretty much doubled our turnover, allowing me to build a four-person sales and marketing team that gets us more leads and more sales.

Of course, Nick’s Google Adwords expertise has been a key part of our growth, and today it’s a hugely profitable marketing pillar for us.

But regardless of the medias or mechanisms we’ve used to grow over the last three years, it’s been Nick’s rock solid marketing plan that underpins it all.

He’s stopped me trying this and that, and got me to focus on the things that’ll have the biggest impact on the business.

And I think there’s a lot more to come – we still haven’t implemented everything that Nick has given us to do, and when we do, I reckon we’ve got around another £250,000 of revenue per year to add to our figures.

And it’s not just the business that’s seen a transformation – it’s been a personal transformation too.

When Nick first got involved, I was the biggest fee earner, and consequently I was reluctant to stop getting involved in cases.

Nick eventually made me see that if I was serious about growing this business, that needed to change and as time has gone on I’ve taken on less and less work – now I don’t do any of it.

And I only wish I’d done it earlier, because the result has been me having more time to build the business, and spending time with the people that are important to me.

Not only that, but the business is stronger, because it’s much less dependent on me.

Nick was right about that one, as he has been about pretty much everything else – it pains me to say it, but it’s true!