The Internet is another form of media, but it is an extremely important one.
Your website must have the same purpose as your other advertising – to get someone to contact you. You don’t put together a website so that you can educate your prospects on everything related to your areas of practice. People don’t care. All they want to know is if you can help them and what you have to offer. Therefore, your website needs to be created in such a way that it encourages your prospects to start the conversation with you. Here are some ways you can accomplish this goal:
- Use interesting headlines. Who reads a newspaper article that has a boring title? The headlines on your Web pages need to be catchy. Your headlines should make you stand out immediately and should somehow address the thoughts that are going through your prospects’ minds.
- Create video. People will take notice when a video starts playing on your website. They will stop what they are doing (if the message is interesting) to listen to what you have to say. Video creates a sense of trust and familiarity. People will feel like they know you and that you are “the expert on the subject.”
- Offer a free book or report. Not many attorneys are offering anything more than a free consultation. You can stand out from your competitors by offering a free book or report to your prospects. When people take you up on your free offer, you can obtain their contact information and start your follow up marketing campaign. Plus, since you have authored a book, you are considered an authority and are instantly viewed as a credible source of information.
By including these three elements on your website, you can gain a competitive edge over the hundreds of law firms that are paying a lot of money on Internet marketing.