We all know that people who come to your website are impatient and want information straight away. If you don’t get their attention fast, or the information they want quickly, they go looking elsewhere. There are plenty of other options to be explored on the web, whatever you are looking for. But there’s more to it than that in the increasingly sophisticated world of internet marketing, where most law firms have only just begun to “engage” browsers.
Law firms taking this seriously will track, know and care about how long a browser spends on their website. Without this, it’s impossible to know what is working and what is not, so this is the starting point. Begin to track and evaluate this if you don’t already.
Learn from experience
Many of the basics of marketing in this virtual “web” environment are not that much different from the traditional “bricks and mortar” approach to marketing and promotion. Personal injury lawyers, for example, have become familiar with the impatience of claimants. If they don’t get out to the client and get them signed up immediately, they will soon check out other options.
The solution there is to send an agent round: what is the equivalent on the web? In conveyancing, if a caller doesn’t manage to speak to someone who can help them on the phone, they will probably pick up the phone to someone else who they feel can do just as good a job. In employment, if they can’t get enough advice or assurance today, they will go to someone else who can. It’s the same on the web. Get them before they go somewhere else.
Why is this critical now?
Approximately 70 per cent of households (18.3m) now have internet access. 63 per cent of these have broadband access – up from 56 per cent in 2008.
Use of the internet by those aged 65 and over has increased 15 per cent in past year (2008/9), compared with 3 per cent for 16 to 24-year-olds.
Back in 2006, 20.1 per cent of respondents booked their last holiday online compared to 16.8 per cent in 2005 and 12.4 per cent in 2004. This has continued to increase, so the public are getting the habit of researching and buying online.
Both private and commercial clients are using the web as a way of identifying and making first contact with solicitors.
Increasingly SMEs will use the web to find a potential regional law provider.
How to convert Browsers to Business
We use the “AIDA” steps in many areas of our approach to selling legal services: Continue reading