The Invisible Restaurant Proves Solicitors Do Not Need A High Street

Solicitors often ask me if they still need a High Street presence. The simple answer is ‘no’. Absolutely not. What solicitors do need to be as busy as they would like is a simple marketing strategy applied consistently and automatically, backed up with a great legal legal service.

My story of eating in an ‘invisible restaurant’ explains why.

The Invisible Restaurant Proves Solicitors Do Not Need A High Street

I ate in an invisible restaurant last night.

It was in a garden centre. Well, actually, it was worse than that, it was behind the garden centre, hidden behind it.

If the people taking me there had not been with me I would have driven past it. I would have seen the garden centre, not the restaurant, so I would have carried on driving.

Luckily for me, I was being driven there, so as we pulled into the car park I was a little surprised. There was no indication of the existence of a fine dining experience.

It was made even more bizarre by the fact that to enter this invisible restaurant, you had to walk through the arch to the back of the garden centre, where there was one small illuminated sign pointing to the restaurant.

Once inside, it was lovely. Surrounded by a garden centre, but a lovely ambience, a proper bar, real tables not green plastic ones as I had been expecting, and for a Wednesday night it was really busy.

And the food?

The food was amazing. Really, really good.

It had to be, didn’t it? Otherwise no one would ever visit this invisible restaurant. The people who took me told me that the restaurant has an excellent reputation and that they are very clever with their marketing.

I am often asked by solicitors if they should have a High Street presence these days.

“Nick, I think it could really help me. Imagine all the people that would just walk in and instruct me.”

The answer is that no, you don’t need a High Street presence these days.

What you do need is to provide an excellent service and to have an excellent yet simple marketing strategy that you carry out relentlessly.

Do that, and you can work from the moon if you choose. Or a nice French Gites, or Austria. Wherever you like.

An excellent service and a simple marketing strategy carried out consistently and relentlessly and the world is your lobster. I know it is meant to be oyster but the invisible restaurant is doing a lobster special menu tonight.

I might go back – if I can find it!

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Beating the big boys whilst spending a fraction of their budget

We focus on accident claims, and it’s vital for us to have a strong web presence, which we didn’t have before Nick got involved.

As a result we had to buy in leads from other sources, reducing our profit margins and making us reliant on other companies to generate revenue.

We did have a company working on our Adwords and website, but the truth of the matter is that they weren’t getting the results we needed them to get – we only had a handful of clients coming in from those efforts, making us highly reliant on buying in the leads from elsewhere.

And then I came across one of Nick’s books, was impressed by what I read and got in touch with him.

The rest – as they say – is history.

We started working together with a clear brief: Nick’s job was to help us bring in more self-generated work, so we could stop relying on buying leads.

He started by working on our website, making it more accessible and easier to navigate.

Next he overhauled our Google Adwords, which the previous company had been running fairly unsuccessfully.

Adwords is hugely challenging in our sector, with some very big players bidding on some of the most common keywords, making it very difficult for any smaller firms to get a look in, and I’ve got to be honest and say that I didn’t know how Nick was going to make it work.

But he did, by analysing very closely what people were looking for and tailoring our Adwords efforts towards them.

It worked! We were competing with the big boys whilst spending a fraction of their budget, and the amount of work we got in was tremendous – we jumped from just a handful of leads and clients a month to 500 leads and 150 clients, every single month, all from our online efforts.

Nick didn’t just work on the lead generation side of things either – he helped us with the client conversion process too, training our team, making our sales calls better and improving our onboarding process to avoid drop-offs due to ‘cooling off’.

Now we don’t buy in any work at all, our pay-per-click efforts do a sterling job, and the large client database that Nick has helped us build has allowed us to increase the amount of work we do by a factor of ten, in just three years.

I’m one extremely satisfied client, and despite the dramatic differences Nick has been able to make in the time we’ve been working together, things are still improving thanks to his guidance and support.

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