Tried, Tested & Triumphant: Khashayar Law Group Secures Position as One of Southern California’s Top... 7 Ways to Make Billing More Effective: Lawyers may practice in different areas of the law and serve a wide range of clients, but... Protecting Your Firm from Ransomware: Ransomware attacks are affecting every type of business in America, and law firms are no... 5 Things to Ask Before You Say Yes To a Speaking Gig: Most professionals have a complicated relationship with public speaking—particularly if... 3 Biggest Leadership Mistakes People Make Today: One of the best leadership qualities that a manager can have is the ability to build up... California Case Summaries Civil™.: Organized Succinct Summaries of Some New CaliforniaCivil Cases - CALIFORNIA SUPREME COURT... Convert Unhappy Clients into Fans: Clients can become upset with us for many reasons, some of which are within our control,... Community News – August 2017: A San Francisco federal judge has appointed CaseyGerry’s managing partner David S.... DLTS Law. From the Ashes of the Recession.: D’Egidio Licari Townsend & Shah, APC’s unusual beginningsspark evolution of... How to Create an Email Law Alert. Powerful Marketing Tool Replaces Printed Newsletters.: Thanks to email, you can now write and distribute a weekly Law Alert without buying a...
Cole Casey - small banner

Five Guaranteed Ways to Lose Potential Clients on the Web in 2015

Nobody likes to know they are losing new business to competitors.
The fact is, we all do at times.
When client-loss occurs, it is critical to the well-being and growth of our businesses to learn why—and implement steps to win over prospective clients the next time around.
It is impossible to know how much actual business you are losing on the Web. Prospective clients have unlimited ways of finding, evaluating and hiring law firms on the Internet. They can find your law firm via a Google search, on social media sites, blogs, media websites, press releases, Google Adwords (Pay-Per-Click), local directories, display advertising and the list goes on. The problem is you only begin to track prospective client activity after they decide to contact you. It’s the ones that decide not to make contact with you that are more detrimental to your bottom line—and you don’t even know it!
While the Web continues to offer unlimited marketing potential for law firms, there are several Web-related marketing tools you should be familiar with in the New Year; areas that are turning prospective clients away before you even have a chance to talk with them.

9

1. YOUR [NEGATIVE] ONLINE REVIEWS
Law firms have traditionally built their practices on word-of-mouth marketing. Online review platforms such as Google+, Facebook, Yelp and Avvo offer attorneys a unique opportunity to publicly showcase accounts of positive experiences from past clients. The difference between traditional word-of-mouth marketing and today’s online reviews is that an online review can be seen by thousands of potential clients well into the future, while a word-of-mouth referral from a happy client may only travel to a couple of friends or family members. There is tremendous weight to an online review.
Consider that 86% of people say they are influenced by negative online reviews, impacting their decision whether or not to do business with a company. Unless you have several positive reviews to dilute one or more negative reviews, you risk losing potential clients before they even contact your law office.
Change starts by understanding the power of online reviews. The only way to combat a bad review is to encourage more positive reviews from happy clients. Embrace the value of a positive online review and you won’t have to continue losing clients in 2015 due to the negative reviews steering prospective clients toward your competition.
To keep a close eye on your online reputation and reviews, have someone in your office set up a Google Alert for your business name and the names of each of your attorneys.

2. YOUR INABILITY TO CATER TO MOBILE USERS
Mobile browsing is at an all-time high. If your website does not cater to the mobile user, you are significantly limiting your ability to effectively market to ALL of your potential clients. Google is even taking into consideration whether or not your site is mobile-friendly and limiting search visibility for non-mobile friendly sites when users are browsing from their phones.
A highly compelling statistic by iAcquire showed that 70% of mobile searches lead to action on websites within a single hour. This implies that people browsing on their phones are more inclined to take action if they find what they are looking for, and stresses the need to have all appropriate calls to action optimized for mobile to ensure a maximum number of conversions. Appropriate calls to action include a ‘tap to call’ button, ‘tap for directions’ and an easy-to-use contact form. This same study suggests that 40% of your prospective clients will choose another result if the site they are considering is not mobile-friendly.

3. YOU AREN’T DIFFERENTIATING YOUR LAW FIRM
With an unlimited number of law firm sites available for your clients to browse, you absolutely want to ensure that your site caters to a growing Web demographic.
Consider that your potential clients are often calling more than 3 different law firms when deciding who to hire. What does your website tell your prospective clients and how does its message differ from your competitor next door?
If you have yet to identify a unique value proposition for your firm, 2015 is the year to develop one. The Web will only grow in competition and the firms who do not have a distinguishable and differentiated brand will be easily forgotten.
Custom photography has grown in popularity on law firm websites. Your attorneys and staff are often the most valuable assets within your firm. They are what set you apart in your market and practice areas. Naturally, it makes sense to showcase those individuals on your homepage and throughout your site. Prospective clients also want to know who they will be talking to and dealing with during their legal battle. Professional and friendly photos of your firm’s members help personalize your website, and make your firm more welcoming and memorable.
Another way to differentiate your firm is to offer giveaways on your site. People love freebies. Giving away free resources like e-books (or, even better, printed books), glove box print-outs (e.g., 10 Things to do Right after an Accident), Free kits (e.g., Estate Planning Survival Kit) or branded products (e.g., USB phone chargers, etc.) can make a huge difference. These are often rather inexpensive and can be featured for months at a time on your site. They help to set your firm apart and bust through the noise.
Lastly, if you are involved in your community through charitable giving or social responsibility campaigns, be sure to let it be known on your website. Eighty-two percent of people are said to be influenced to purchase products and services from companies that support a good cause in their community. Furthermore, 90% are more likely to trust and be loyal to a company that supports a cause (source: conecomm.com). Download the Social Responsibility Marketing handout to learn how to set your firm apart using community-based brand-building campaigns.

4. YOU DON’T HAVE ANYTHING ON YOUR SITE WORTH A LINK
The worst mistake you can make is investing in a search marketing campaign without investing in ‘assets’ on your site that make it worthwhile for reputable and credible websites to link back to you; ultimately trusting your site enough to send their valuable website traffic to yours. Most organizations, including universities, hospitals, nonprofits and governmental agencies, are skeptical about linking to a law firm website. You have to build trust first. You don’t do that through advertisements, but rather through offering educational resources and helpful information.
If your practice area focus is on family law, with a specialty on representing victims of domestic violence, consider developing a resource center on your site that offers value to men and women living with violent partners. Take a look at Charles Ullman’s North Carolina Domestic Violence Resources page. He has invested considerable effort in providing a great resource to victims of domestic violence throughout the state of NC, and has earned the trust (and links!) of nonprofits and governmental agencies.
It is resources like this that help your site to establish authority around a particular topic and allow you to earn links naturally.Another way to provide value on your website is to offer a scholarship for your local high school or college students. It is a great way to give back to the community, build your brand and drive more traffic and quality links to your website.

5. YOUR CONTENT IS TERRIBLE
People are online because of the vast amount of information and immediate help it provides. They do research to learn and to empower their decision-making process. Thus, content does matter. Even more importantly, valuable content wins business. Compare these two motorcycle accident landing pages:
The purpose of developing a comprehensive resource page around your primary practice areas is two-fold. Number one: you want to provide your prospective clients with a wealth of information to quickly and easily address their needs and answer their questions. By doing this, you build trust and establish yourself as an authority figure around your primary practice area(s). Number two: you build a case for Google (and other search engines) to identify your page as being the most credible, reputable and best resource on the Web related to that practice area in your city/state.
If your visitors like the information they are consuming on your site, they will naturally stay on the page longer, click deeper into your website and take more action by downloading freebies or converting via live chat, contact form, or phone call. Google is able to track the activity and compare it with other competing law firm website pages and see that you are offering a stellar resource as compared to your competitors. That is how you will win new business in 2015 and beyond.
Focus on providing great resources for your visitors, creating a clean and inviting user experience, and you have a much greater chance of being rewarded by improved search visibility.

10

AVOID LOSING CLIENTS BEFORE YOU HAVE A CHANCE TO TALK WITH THEM.
While the Web will continue to present new and cutting edge technologies to market your law firm, it is absolutely critical to understand how the Web can negatively impact your business. Before investing in new and exciting opportunities, ensure your site has a foundation built for 2015. Don’t let your prospective clients slip through the cracks by ignoring these important areas.

Tanner Jones

Tanner Jones serves as the Marketing Director for Consultwebs.com, the premier provider of innovative online legal marketing to ethical U.S. law firms seeking growth and profit. Consultwebs fosters professional, long-term relationships built on trust, integrity, high quality and results. Often the first contact clients have with Consultwebs, Tanner helps law firms develop their marketing strategies, including search marketing campaigns, responsive website design, social media and pay-per-click advertising. Tanner has spoken and presented at legal marketing seminars throughout the country including the PILMMA and M&L Legal Marketing conferences. He has been featured in Lawyers Weekly and Attorney at Law publications, and contributes frequently to LawWebMarketing. com, LawPracticeAdvisor.com, LawMarketing.com and NatLawReview.com.

More Posts

Digg This
Reddit This
Stumble Now!
Buzz This
Vote on DZone
Share on Facebook
Bookmark this on Delicious
Kick It on DotNetKicks.com
Shout it
Share on LinkedIn
Bookmark this on Technorati
Post on Twitter
Google Buzz (aka. Google Reader)
en.pdf24.org    Send article as PDF   

Filed Under: Featured StoriesTechnology

About the Author: Tanner Jones serves as the Marketing Director for Consultwebs.com, the premier provider of innovative online legal marketing to ethical U.S. law firms seeking growth and profit. Consultwebs fosters professional, long-term relationships built on trust, integrity, high quality and results. Often the first contact clients have with Consultwebs, Tanner helps law firms develop their marketing strategies, including search marketing campaigns, responsive website design, social media and pay-per-click advertising. Tanner has spoken and presented at legal marketing seminars throughout the country including the PILMMA and M&L Legal Marketing conferences. He has been featured in Lawyers Weekly and Attorney at Law publications, and contributes frequently to LawWebMarketing. com, LawPracticeAdvisor.com, LawMarketing.com and NatLawReview.com.

RSSComments (0)

Trackback URL

Leave a Reply

  • Polls
    Sorry, there are no polls available at the moment.