How Successful Attorneys Attract Better Clients
Ever wonder why some of your contemporaries are bragging about how well their website performs while yours is a dog?
Do you wonder why your website and blog are underperforming, even if you regularly post?
Have your competitors hijacked your lead generation from your website?
Are you sick and tired of being invisible online?
Well, maybe it’s time for you to get on the good foot and make some improvements. Successful attorneys and other professional service firms don’t waste slow days in the office. When you come upon a lazy day, or if you’re home, sick in bed; but not too ill to stay busy, work on these:
Audit Your Website Home Page – Does your home page speak to your target audience, or does it shout “We, We, We, Us, We? People are seeking solutions, not searching to see who has the most bragging power. SPOILER ALERT! People could give a rat’s rear end about you; they want to know WIIFM: What’s In It For Me? If you are not speaking directly to your ideal prospective client, rewrite it now.
Typical Legal Marketing Firms don’t know direct response marketing, so they’ll tell you that “you have to impress people with your expertise!” They’ll sell you on an idea of overhauling your entire site to make it more attractive, better graphics, better font usage, and more backlinks. Most of that is total B.S.
While that may be true from a visual and content perspective, your site visitor’s first impression is whether you have the solution to their problem. These people have an issue that is keeping them up at night, and they need someone that can help them fix it. That’s why they are on your site.
Sure, you can tell them about your firm, but make sure it’s below the fold, or at least near the fold. Let them know about your successes, your core expertise, but don’t go on a brag-fest. Supplemental pages are for that.
Reserve the upper 75% of the screen to speak candidly how your prospect can benefit from the solution you provide for the number one point of contention your prospect’s face. Testimonials that are specific to “My (fill in the blank) issue was…. (firm name or individual) fixed my (fill in the blank) problem with expertise, friendliness, and conviction,” or some cause effect-style praise. Think problem-solution.
Image Credit: Cognitive SEO
And, don’t expect your site visitors to make the leap from what they’re reading to “what to do next.” People need direction. That’s why you should always have a Call-To-Action visible with clear instructions. Something like CLICK HERE to schedule a consultation or to book an appointment, or do whatever it is you want them to do.
Educate Your Clients and Prospects – Are you offering valuable information about the solutions you provide and how it might help your target audience? These could be downloadable long-copy brochures, special reports, case studies, checklists, even eBooks. These are also great lead magnets to grow your list, so they’re dual purpose.
There is no limit to the number of marketing assets you can create or have created for you. One of the easiest ways to construct meaningful download reports is to take an important topic that pertains directly to your ideal prospect and write a long-form article about it. Then, identify the 6-8 pages, one for each sub-heading, also in long-form article fashion. This combination of lead article and supporting articles is known as Pillar Page and Cluster Pages in support. Each can stand on their own and together make for a thorough education piece to be shared. And, they can also have a place on your blog. Again, double duty.
Double Check Images Alt Text – One by one, check each image for the proper alt text. Alt-text is a description of the Ecopy written into the actual code of the page. Google ranking gathers the best-optimized pages in response to the query and also collects the best pictures along with them. Google presents the image samples before the search results below the ad selections, and even appear ahead of the general listings, regardless of their ranking. Here’s an example using the query – “best attorney marketing ideas.”