Don’t Give Up On Your Law Firm Marketing: Go Chrome!

I have always used Internet Explorer as my primary internet browser. I have used Firefox and Safari to test websites and make sure that they function properly, but pretty much every working day of my life, and most weekends too, I have searched the internet using Internet Explorer as my primary browser. Whilst it worked I had no reason to change. It did all that I asked it to and seemed to work very well.

At one of my regular legal marketing consultancy clients I had to use Firefox because Internet Explorer (IE) kept crashing their wireless network (oops)! However, I did not enjoy the experience and returned to IE as soon as I was back in my office or visiting other clients.

Then suddenly, for no reason I could find or understand, Internet Explorer kept freezing, not only on my computer but Megan and Samuel’s computer too. Now as Dad and household IT fixer this meant I was having to sort out my children’s computers at night as well as my own. I spend a lot of time on computers so this was not a welcome intrusion into my short evening. Enough was enough, IE was swiftly dumped and Google Chrome was tested for a few days.

It worked, did not keep crashing and it had a much bigger display than IE as it cut out a lot of the unecessary junk at the top of the page. So my browsing was much better because I could see more of the websites that I wanted to. Also, the best part, there was no need for a separate search box at the top of the page, you simply type in your search term into the URL address bar and Google knows you are trying to search so presents your results. Simple, yet brilliant.

I had used IE for all of my browsing life, at least 10 meaningful years and then in no time at all they lost me as a user. Google had kept mentioning Google Chrome to me everytime I browsed and searched on Google using IE. Subtly and not so subtly Google kept suggesting I try Chrome as my browser. For a long time I was happy to ignore their messages, UNTIL IE caused me pain and kept crashing. Then I was a Google Chrome convert.

Is this not the same approach you need to take to converting prospects into new clients of your firm? Particularly with commercial lawyers, if you are looking for new clients (and you always should be as if you are ‘Not moving forwards, you are moving backwards’) then when you find a potential client, you have to keep popping up under their noses. If you do not you are missing massive opportunities as it is only when they have a problem with their current solicitor that they will change. If you are not in front of them at that time you will not win their business.

If you have found a prospect that you know would be an excellent client, have kept in touch with that prospect by constantly sending useful information, press cuttings of interest and newsletters, you give yourself a chance of winning that new business. It might take one month, three months or three years. Some of my best clients that I work with on a regular basis first received my free marketing guide 18 months before they instructed me; others two years. I gave myself a chance of them using my services by constantly providing them with useful information. When they were ready to ask for some help with winning new business for their practice, who did they ask? A law firm marketing consultant that had once sent them an email, or one who practiced what he preaches and kept in touch with them regularly and provided them with useful information that proved their expertise? Well they are my clients so we know the answer to that one.

It is no different for you. If you want to win a good client, or an excellent referrer, you have to keep going until they are unhappy with their current supplier and decide to find a new one. At that point, if you have done your job well, the only firm they are going to approach is your firm. Now in a race, would you rather be one in a field of 20, or one in a field of one? I know which race you are most likely to win.

Most firms I speak with that mention a prospect they would really love to work with, when I ask them what they have done to try and win their business they explain that they once tried calling them but they could not speak with the decision maker. Once! Once is never enough. Do you want to know the only test to use for deciding when you have made enough of an effort? When the prospect engages your services or tells you never to contact them again. Even on the second option you could try again a few months later as decision makers often change and someone else might be in the buying seat then.

Don’t give up on your law firm marketing, go Chrome and keep going until your prospects submit to your services!

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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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