The Five Critical Components To Solicitors Marketing Success

I thought you might like to know the five cornerstones that are required to ensure you that can achieve all that you want for your practice.

You see over the many years that I have worked with solicitors to transform their practices from ‘marketing has beens’ to flourishing successes with enough clients to keep them very happy, I have also worked with some firms that do not achieve the changes that I know they are capable of, either as quickly as I would hope to see, or even in some cases at all.

Now this has caused me a lot of anguish. I am driven by results. Nothing gives me greater pleasure than seeing a client achieve all that they want for their practice. Being a part of that process provides me with a lot of my job satisfaction. So when it doesn’t happen, I feel deflated.

Over the years I have analysed the many different components of my successful clients practices and working methods against those that have failed to make the changes necessary. I needed to do this for myself in order that I could spot the firms that I simply would not be able to work with because I could not achieve the results that I wanted or expected to see. This process was important for me and for them. It will save me the frustration of working with an incompatible client, and save them from feeling that they had let themselves down or me down.

I am old enough, big enough and ugly enough to know that I am not everyone’s cup of tea, so if I know I am not the right marketing consultant for a solicitor, I now gladly refer them to someone else who I know will be a perfect fit for them.

I thought you might find these five critical components helpful, as if you are looking at my website, you are obviously thinking about making changes to your own practice.

So here is Critical Component Number 1!

COMMITMENT = Critical Component Number 1

When any business owner makes a decision to change their business, they will meet all sorts of obstacles, delays and frustrations. If you decide to change, you absolutely must commit to it and completely see it through. There is a wonderful quote from Scottish mountaineer and writer WH Murray on this point which shares more eloquently the need for commitment than I could ever put into words, so let me share that with you now:

Until one is committed, there is hesitancy, the chance to draw back, always ineffectiveness concerning all acts of initiative and creation. There is one elementary truth, the ignorance of which kills countless ideas and splendid plans; that the moment one definitely commits oneself, then providence moves too.
All sorts of things occur to help one that would never otherwise have occurred. A whole stream of events issues from the decision raising in one’s favor all manner of unforeseen events, meetings and material assistance which no one could have dreamed would have come their way.
I have learned a deep respect for one of Goethe’s couplets: "Whatever you can do or dream you can, begin it. Boldness has genius, power and magic in it. Begin it now!"

From my experience of working with hundreds of solicitors since starting my consultancy practice in 2003, this is so very true.

When you decide to make changes, you must absolutely commit to follow through the process. All sorts of things will try and stop you from achieving the change, but if you are at a juncture where you know that you cannot keep on doing what you have always done because you are achieving diminishing results, commitment is absolutely vital.

I will share Critical Component Two with you tomorrow.

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Marketing For Solicitors

Case Study

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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