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Does your website try to “close the sale”, or are you proving to your visitors that you have the best firm for their needs?
Let’s face it, hiring a lawyer is a very important decision. The problem is, most law firm websites look similar and provide similar information to their visitors. So how can you stand out?
Why not show off your expertise as opposed to screaming “call me for a free consultation”!
Just a few ideas:
1. Start a blog and update it regularly.
2. Create a free report that shares valuable information with your target audience (e.g. 21 Mistakes that Can Ruin Your Case).
3. Create a few videos and answer common questions that you receive from clients.
Here’s a recent post by marketing guru Seth Godin:
Do you really expect that the first time we transact, it will involve me giving you money in exchange for a product or service?
Perhaps this is a good strategy for a pretzel vendor on the street, but is that the best you can hope for?
Digital transactions are essentially free for you to provide. I can give you permission to teach me something. I can watch a video. I can engage in a conversation. We can connect, transfer knowledge, engage in a way that builds trust… all of these things make it more likely that I’ll trust you enough to send you some money one day. I can contribute to a project you’re building, ask you a difficult question, discover what others have already learned.
But send you money on the first date? No way.
The question then, is how much time and effort does your non-profit/consulting firm/widget factory spend on pre-purchase transactions and how much do you spend on trying to simply close the sale?