The Top 6 Marketing Mistakes Attorneys Make On Their Websites
Websites are an essential part of a law firm's success when it comes to reaching and converting prospective clients. If you don't market your law firm, few will know you exist. Your law firm relies on quality prospects and returning clients.
Let's get clear about the challenges we all face. As you know, the legal industry is evolving more rapidly than ever before. Competition, technology and consumerism seem to be taking huge bites out of our business possibilities.
Not to mention the challenges of not being able to reach our desired prospects. We're working harder, feeling more stressed, and not yet seeing the results we want. We are afraid the old answers to building and sustaining our law firms just don't seem to be working any more.
Whether we like it or not, it's time to take action and re-engineer our marketing efforts and our law practice - or risk our futures. With this in mind, let's talk about the most common law firm marketing mistakes many lawyers make on their websites and how to correct them.
1. Writing in legal jargon - Although your website is for a law firm, stay away from legal terminology. Remember "You Are Not Your Client" and your potential clients don't have a law degree. Potential clients will quickly look elsewhere if they are having to sift through your copy to find something that makes sense to them.
You only have about thirty seconds before a potential client decides to either keep reading or move onto the next website. Clearly identify your target market, and address these 3 basic topics in your copy:
- Identify your target markets most painful problem
- Provide your solution to their problem
- Give them the next step by including your call to action
2. Not targeting your Ideal Target Market (ITM) - Many times lawyers will not take the time to evaluate their ITM. This mistake will cost you quality prospects. Once you clearly define your target market, clearly communicate it on your website. Otherwise, you will waste time and energy on low quality prospects.
3. Using a legal directory website - This isn't a good idea for your first website. The legal directory company will set you up with a sub domain on their website. You must have your own domain. You should not lease, rent or license your website domain from anyone.
Not having control of your own website puts you in a very vulnerable position. The company may go out of business, or decide to give your sub domain name to someone else because you're a few days late on your bill, etc. Don't leave the chances of your online success in someone else's hands.
4. Asking a friend or family member to create your legal marketing website - Stay away from having people you know develop your website. Setting aside that this scenario could potentially damage a good relationship, it could be professionally harmful as well.
You may rationalize that it will save you money or that you are helping a friend by giving them the business--but odds are that you will be paying a professional to either build an entirely new site, or, if you are fortunate, fix your well-meaning friend’s mistakes.
Hire a professional, preferably one that has experience in Law Firm Marketing.
5. Building a website without implementing a plan to drive traffic to it - Imagine a large city with thousands of shops. You want a series of neon arrows pointing people to the direction of YOUR shop.
Not providing those arrows is a HUGE mistake that many attorneys make in their Internet marketing. Your goal is to drive TONS of highly targeted traffic to your website. Here are a few ways to ensure you do:
Use the right keywords - Your goal is to have qualified prospects visit your law firm's website. Those people will be searching by typing in familiar words or phrases for what they need information on. These words or phrases are called keywords. You will want to include these keywords in your content, so that your website will be one that pulls you up on the ranking page.
Link a Blog to your site - create a blog that is updated 5 days a week and link it back to your website. This will ensure that you have fresh, new content constantly filtering to your website - and helps ensure that you are ranked on the first page of Google. Request your free report on "How To Use Blogs As A Secret Weapon In Your Online Arsenal".
6. Not Including a call to action or a way to capture website visitor's contact information - Using free giveaways, offering special reports, e-books, assessments, or a mini course to attract new visitors and move them to the next level is crucial.
Get creative. Offer a newsletter subscription, or take an article you have previously written and repurpose it as a free report. Make your offer clear and compelling.
As you are beginning to understand, building a successful law practice online is not difficult. It does take proper training; however, the results are most certainly worth the effort. Avoid these six common law firm marketing mistakes for your website and your law firm marketing strategies will not be a waste of time and energy.
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