Contrary to popular belief, just building a pretty website isn’t going to get you the clients you are looking for. It’s not one of those things where "if you build it, they will come." Once you have built it, you need to constantly come up with new and improved ways of attracting visitors to as many different pages on your website as you can.
The fact is, your website is the foundation of your business, from an online perspective. Everyone will visit it at some point. It is simply where people will end up. And it’s got a big job to do for you. Once people get there—by keyword, specific search, brand name search, or some other way—your website's important job is to then convert them into a lead or contact.
This is where interesting, relevant, and helpful content that answers your visitor's questions comes into play. Your prospects need to be able to find you, understand why you're most qualified to help them, and learn why they should contact you—either by phone or using an online contact form. Don't assume this is easier than it is; good conversion is an art form.
And the process doesn't stop there. You need to retain their interest and your relevance to them forever and ever! Online marketing involves so much more than putting your name out into cyberspace and trying to draw in new clients. It is an active process that truly never ends if you want your business to be successful. That starts with gleaning and building “your list.” Ideally, this list of yours contains all of your clients or patients, people you have turned away, peers and colleagues, associates, and even friends. Put them all on your list, and be disciplined about categorizing them so you send them only the materials intended for them—that’s key to list management.
If you manage your lead intake and list properly and appropriately, you will be rewarded with a constant flow of the type of business you wish to obtain.
Foster Web Marketing’s Methodology Revolves Around Three Main Concepts
Our methodology revolves around three main concepts, and each one is a step in the lifecycle of a client. First, you need to attract people to your law firm or medical practice. Second, you need to convert them—by getting them to contact you or request something from you. And third, you need to find ways to sustain brand awareness and retain them as clients of your firm or practice.
Attract the right types of visitors who have the potential to turn into a client or refer other clients in the future.
Create a conversion-focused experience that allows visitors to easily convert to a lead on your website.
Utilize follow-up sequences and ongoing communications to help turn a single potential client into a strong referral network.
So, how do you actually do all of this? Stick with us, and we'll help you build your firm in ways you never thought were possible.
Cast the Line and Attract Your Perfect Client
The beautiful thing about marketing is that you don't have to appeal to everyone. In fact, it's better if you don't appeal to everyone because when those leads begin to roll in, a greater proportion will be the clients you want to attract.
But you do need to sit down and imagine your perfect client. Think about who he is, how he's feeling, where he lives, his level of education and anything else you think is important. Once you know whom you're trying to attract, your marketing efforts will be a lot more effective. Keeping your ideal client in mind, you need to:
Implement effective search engine optimization (SEO) techniques that get the attention of search engines like Google.
Invest in forms of paid advertising like Pay-Per-Click (PPC), retargeting, TV, and print advertising—if possible.
Create professionally produced videos for your top content.
Get social on sites like Facebook, Twitter, YouTube, and Google+ and begin to build relationships and create a sense of community.
Convert Those Leads Into Loyal, Paying Clients
Congratulations! Everything you're doing to attract better visitors is working, and you've been getting more quality traffic than you've seen in a very long time (or ever).
Now is not the time to get lazy; your work has just begun. To successfully convert visitors into leads, you need to:
Write your website’s content in such a persuasive way that prospective clients can't help but reach out to you.
Develop a well-designed free offer for your website. You can write books and reports to position yourself as an expert in your field. You can also create contests and other types of enticing offers.
Analyze the engagement metrics for your website to see what is helping to convert clients—and what isn't working.
You've Worked So Hard! Make Sure You Retain Those Clients
Just because a person reached out to you about their case or medical issue does not mean they are going to become a client right away.
We live in a society where people are always looking for the newest, best thing—and that's just as true for doctors, lawyers, and other skill-based experts as it is for consumer goods. If you don't constantly remind your former clients that you're still looking out for their interests, they may disappear forever.
There are, however, many different approaches you can take for reaching out and retaining individuals as clients of your business:
Make sure you intake team is ready for a surge in leads that are going to come across your desk. If you're not ready for them, they will find someone who is.
Create an email drip campaign that automatically contacts clients on predetermined dates and times.
Get involved in your community and local charitable organizations. You can also do good while meeting with all types of new people and getting public recognition for your name.
Create a culture of excellent customer service.
Send out compelling direct mail. Not all marketing needs to take place online!
Periodically distribute surveys or polls to customers as a way of discovering what you're doing well and what you could do better.
Maintain an up-to-date client database so that no one can slip through the cracks.
Foster Web Marketing Can Help Kickstart Your Company's Marketing Initiatives
The idea of undertaking all of these steps to attract, convert, and retain your ideal clients may seem a bit overwhelming and possibly even unrealistic for your practice. Who has that many hours in the day?
Not having time to market your business is a poor excuse for letting it completely fall by the wayside. When you work with Foster Web Marketing, we can jump right in—as much or as little as you want. We will get your amazing website up and running, develop a rock-solid marketing services plan, and set you up for success when it comes to retaining clients.
We think our marketing philosophy is the best in the business, and we want to show you firsthand how it can change your law firm or medical practice for the better. Call us today at 888-886-0939 to discuss your marketing needs.