In a New Zealand survey which asked “If you needed to find a lawyer, where would you look?” 72% responded that they would look online.1
This transition to marketing in an online world is a significant shift from the traditional way of marketing professional services. In the past new clients would be referred by friends, family and colleagues, and at most, they would have checked the Yellow Pages before calling.
Today consumers rely on the internet going online to find the information they need and will “Google” a business or person to check them out. Lists of lawyers are available on various websites but these do not give practitioners the ability to give much detail as to the nature of their work and their professional experience and profile. A lack of web presence often stops potential clients from picking up the phone and calling because they can’t get a feel for who the practitioner is.
Being found in online directories is the first step in creating a presence. Online Directories include the Professional Legal Association Directories, Yellow Pages, Finda and Google Places.
As well as contact details and location, online directory listings include a Business Description section which is extremely valuable and should cover whether a lawyer works in the area of practice, the extent and nature of their experience, and professional reputation. These descriptions are searchable and the content you have here will come up in results. Many don’t take the time to fill this in and miss opportunities because it is left blank and what they do does not come up in Google results.
Professional Legal Associations
Directories provided by the professional legal bodies such as provided by the New Zealand Law Society, New Zealand Bar Association and Auckland District Law Society Inc; can detail the length of experience and areas of practice and contact details but are limited in what other information a potential client can obtain.
Finda
Finda is now owned by the Yellow Pages, but has its differences - the free listing which can be obtained as well as reporting is more comprehensive. A useful exercise is to search for listings at http://www.finda.co.nz/ and see what details of lawyers are listed. If you do not have a listing in Finda, a listing can be created by registering on the Finda site.
Google Places (previously Google Local Business)
Google Local Business is another online directory which offers a comprehensive listing and good measurability tools. For users who wish to promote their office location, Google will display it on a Map listing. Many people now search for businesses through mobile devices and through GPS use Google Maps to retrieve results in a particular locality. At a minimum, using Google Places will create another result when potential clients look at their Google search results, which is helpful in promoting professional services. To set up for Google Places go to http://www.google.com/places .
The above online directories are useful tool to create a profile on the internet and will allow potential clients to identify whether your services and skills meet their requirements allowing the potential client to short list.
The value of having a website, in addition to your online directory listings, is about having a resource to market who you are, so that the client picks you over their other options and becomes an actual client. This choice is often emotionally driven and will rely on reputation which is a factor in perceived trust and credibility and potential clients are looking for evidence of this.
A website for your business allows you to not only market your professional services but also allow you to build this necessary trust and credibility and profile your reputation.
Crucially, it provides a constant reference, they can consult, whilst working through the decision process. It can take between 6 - 9 contacts before a decision is made to purchase goods or services. The higher the value, the more touch points required. As engaging legal services is deemed highly valuable a higher number of contacts is needed compared with other low value products or services.
Your website becomes a 24/7 marketing tool and contact point that potential clients will come back to, to help in the conversion of clients. It makes it easier for you to get new clients and requires less of your time and resources. Contact WebMadeSimple to book an appointment to discuss how a website can help your business and increase your revenue.
1. Survey was conducted in March 2010 on SmileCity with 12444 respondents.