Making Your Law Firm Website Work Harder For You

I appreciate that many solicitors are very sceptical about the ability to win new business from their website. I can assure you that many firms are doing this. If you are not producing at least 20 new client leads each and every month you are missing significant opportunities. This is an incredibly conservative number but I choose it as whatever the size of your practice you should be able to generate this number of leads without much difficulty.

1. Does your legal website represent you?

Your website MUST reflect your practice. So often I see solicitors’ websites which promise that the firm is modern and dynamic when really it is a traditional High Street Practice. It does not matter whether you are modern and dynamic or a High Street Practice, what matters is that your website accurately reflects your service. Having a completely different message on your website will confuse prospective clients and prevent them from using your services.

2. Remember benefits not features

I regularly refer to this in my newsletter but I make no apology for it. You must communicate in all marketing mediums in the language that benefits your clients. Rather than saying you have been established for 150 years expecting that to sell your services, explain why that makes you a better choice of solicitor for your website visitors. Use the term “which means that” to turn a feature into a benefit.

We have been established for 150 years WHICH MEANS THAT we have a proven track record of personal injury claims ensuring you will receive the maximum compensation in the shortest period of time.

3. Top Right is your Hot Spot

Your most important message on each page of your legal website should appear in the top right hand side of your page. For an example see the Amazon website. When you are looking at a product on the Amazon website you will see the ” ADD TO SHOPPING BASKET” button on the top right hand side of the web page. They know exactly what they want you to do and make it very easy for you to do so.

What is your “shopping basket”? See the next item for more information.

4. What do you want your website visitors to do?

You must know what you want your prospective clients to do on every single page of your website. After all, if you do not know what you want them to do, how are they supposed to know?

Once you do know what you would like them to do, you must allow them the opportunity to do it and to do it easily. If you offer a legal newsletter, put a sign up page after each article, if you want new clients; put an enquiry button or a freephone number at the bottom of each page.

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Law Firm Marketing

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!

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