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 more improved ways of attracting visitors to as many different pages on your website that you can.
The fact is, your website is the foundation of your business online. Everyone will visit it at some point. It is simply where people will end up. It’s got a big job to do for you. Once people get there, either by keyword, specific search, brand name search, or any way they do; the important job of your website 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 the most qualified to help them and have a reason to pick up the phone and call you, or complete a form and ask you to contact them. Don’t assume this is easier than it is, there is an art form to good conversion.
However, the process does not 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 a successful business. That starts with building and gleaning “your list.” This list of yours ideally contains every client or patient, people you have turned away, peers and colleagues, associates and friends as well. 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 business you wish to retain.
Foster Web Marketing’s Methodology Revolves Around Three Main Concepts
Each concept is a step in the lifecycle of a client. First, you need to attract people to your law firm or medical practice, then you need to convert them to contact you or get something from you and finally, you need to find ways to sustain brand awareness and retain them as a client of your firm.
Attract the right types of visitors who have the potential to turn into a client or refer other clients in the future.
Once you have attracted the right kinds of visitors you need to have a conversion focused experienced that allows visitors to easily convert to a lead on your website.
Follow-up sequences and ongoing communications will help turn a single potential client into a stronger 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 strain 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.
You 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 would be 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.
If possible invest in forms of paid advertising like Pay-Per-Click (PPC), retargeting, TV and print advertising.
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 be lazy; your work has just begun. To successfully convert visitors into leads, you need to:
Make sure your website is device responsive so it looks great and has a good UX on all devices including desktop, mobile phones, and tablets.
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 a contest and other types of enticing offers.
Analyze the engagement metrics for your website and 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 be 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 to 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 at predetermined times and dates.
Get involved in your community and local charitable organizations. You're able to do good while also interacting with all types of 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 not a good excuse to let 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 entire law firm for the better. Call us today at 888-886-0939 to discuss your law firm or medical practice marketing needs.