How to Make the Most of Your Most Effective Advertising Medium

How to Make the Most of Your Most Effective Advertising Medium

The website itself and a well-planned online strategy make up this potent advertising weapon. When executed properly, a website and online strategy can help you in the following ways:

It's important to network. The key to successful marketing of your legal practice is establishing and maintaining an atmosphere of trust with your target audience and existing clientele. You don't need to spend as much time physically present in the lives of your clients and prospects if you have a decent website and online promotion strategy.

Explore untapped markets. Customers choose to work with you because... Is it because they've hit rock bottom and know they need legal help right away? If you could access a market that was less reactive to crises and more proactive, you could generate stable, long-term revenue. Surprisingly, all you need is a website and an offline and online marketing approach that work together.

The sales cycle should be sped up. Most people will have checked out your website before calling you. The appropriate web strategy can raise a lead's conviction that your company is the best choice, decrease the quantity of unqualified leads, prompt a "call to action," and pave the way for a fruitful business partnership.

Keep it in mind and in sight at all times. The old adage that "out of sight, out of mind" holds true even in the courtroom is accurate. There is no assurance that a current client will return to your company the next time they require services like those you provide. If a long time elapses between requirements, there may be an excessive number of intervening factors and circumstances. It can be difficult to find the time and resources to adopt more "off-line" keep-in-touch initiatives (such as phone calls, direct mail, and consumer surveys), but your website and online strategy can easily fill this void.

Increase the speed with which you pursue business expansion. A well-designed website can serve as the "hub" of your company's public persona. If done properly, a prospect who hears about your company through a recommendation, through networking, in the media, or through direct mail will immediately go to your website to learn more. Once they are on your site, you can educate them, grow their loyalty and confidence, illustrate your outcomes, and motivate them to take action for a much lower investment of time, energy, and money than would be required to do the same offline.

Spending on advertising needs to be better managed. Imagine if you could determine which offline marketing efforts yield positive results and which do not. If you take the appropriate strategy, you may use your website and its underlying technologies to conduct what is called "measured marketing." Never again will you have to second-guess whether or not your investment in direct mail, networking, or publicity was worthwhile.

The Nuts and Bolts

The ROI of your marketing budget depends on how effectively your website converts "surfers" into paying customers. What you should think about if you want a hard-working, effective website

Primary emphasis on performance rather than aesthetics. There is no shortage of beautiful websites that fail to deliver the value that customers and leads need. People who go to your site expect it to

• In a flash
• Be legible
• Give a wide variety of content (remember that not everyone will read everything, but that different things will interest and motivate different people).
• Make it simple for others to reach you.
• Not annoy them or make them wait for unneeded effects

Easily printable

Maybe fill in some of their knowledge gaps. Although aesthetics play a significant role in the user experience, they should not be the primary motivator for website development. It shouldn't outweigh content or navigation by more than a factor of two at most.

A long, well-written copy is more likely to be read and purchased. You'd be surprised at how much more your readers will read if you write about them, their issues, their world, and their needs. The most important thing is to focus on the other person and not your company at first.

This relates to the marketing laws covered in the series's introduction, "How to Put Law and Order into Marketing Your Law Firm." (available for free on our website at /Free Resources/Articles/). Most businesses in this industry don't follow this rule, and they all sound the same as a result. Make your company stand out by catering your website content to your customers' interests rather than your own. Provide people with knowledge, inspiration, comfort, persuasion, information, and the push they need to take action.

Three, pack your day with worthwhile experiences. Encourage site visitors to stay and even "bookmark" your page by providing them with content they will find useful. Every time they visit your site, increase their knowledge and make them feel capable, and they will grow to adore your company. Strange as it may seem, the more you reveal about your expertise, the more people will be drawn to your work, and the more they will believe that your services are truly invaluable and not just a necessary evil.

Combine offline and online processes. How do you think you'll attract new customers in the future? Referrals? Networking? A formal introduction letter? Publicly cited? Typically, this occurs in real-world settings. While you're at it, send them to your website and let it establish contact for you. Send a follow-up email inviting the new contact to visit your website and signing them up for your company's newsletter. Include a piece you wrote that speaks directly to the issue they approached you with. Check in by phone to check if they received the article and to carry the conversation forward.

If you don't obtain a new customer right away, a monthly e-newsletter can remind them how valuable you are and entice them to return to your site to check out the latest updates. You'll have a new customer before you realize it, thanks in large part to your fantastic website.

If you own a business and have a website, evaluate how helpful it is. Always keep in mind that successful marketing is all about building and maintaining connections with your ideal customers. Use a well-designed website and an effective online strategy, and you will find that task much simpler.

TurningPointeTM Marketing, Inc. works with businesses providing professional services to help them expand their clientele, maintain steady growth, and reach the next level of success.

Our website, http://www.GrowYourLawFirm.com, contains further information about our services, including a website audit, the Marketing Your Professional Services Firm Clinic, market strategy coaching, a 3-hour market strategy analysis, and a one-day learning and strategy session.