The big day finally arrives: your new whiz-bang website is finally ready to be launched. You’ve spent a king’s ransom on your new website and you’re ready for the big payoff. Your new website’s got everything: fancy flash animation, award-winning logos and stories of your big verdicts and settlements. Now, you’re ready to conquer the internet world!
But a funny thing happens: weeks and then months pass after the launching of your new website and you’re not getting any new calls or clients. Your webmaster talks you into just giving it a little more time and the money will begin rolling in. But as months pass, nothing changes: no phone calls and no new clients. Your website isn’t doing squat for you.
After a year passes with your high-priced, state-of-the-art website, you demand a face-to-face with your webmaster. Yes, you explain that you love the fancy look of your website and yes, you love the flash animation and award-winning logos and that your website is on the first page of organic search results with Google, Bing and Yahoo, but you haven’t got a single client from your website. This is when you’re told that you just haven’t spent enough money on your website and for just another $1,000 bucks a month, all of your problems will be solved.
When you hear those words, RUN FOR THE DOOR!
The ONLY Goal of a Lawyer Website: Making Money!
Your webmaster will toss around fancy internet jargon, like search engine optimization, to throw you off track and convince you to leave everything in their hands. Hey, they’re the experts, right? You don’t have time to figure out how to build a great lawyer website and you’re paying your webmaster big bucks because they’re the expert, right?
First, you must keep in mind one very simple premise about lawyer websites: the single goal of your website is to get new clients and make more money. Nothing else matters.
Yes, that’s right. Having your website found on the first page of the search engines makes absolutely no difference if you’re not getting new clients and making money from your website. Having the most gorgeous lawyer website in your county means nothing if you are not getting new cases from the website.
So, the next time you sit down with your webmaster, the conversation should go something like this: “I haven’t got a single new case in the last 6 months from my website, YOU’RE FIRED!”
The BIGGEST MISTAKE made by lawyer websites: It’s not about YOU
There’s one basic reason why 99% of lawyer websites suck: you think your website is about YOU. That’s right, you use your website to show off your huge verdicts and settlements and that you have been selected to Super Lawyers for five years straight and you’ve written books about your area of practice. Yada, yada, yada Hell, the consumer would be crazy not to hire you, right?
But that’s exactly where 99% of lawyers get it wrong. Consumers don’t care about you. Now, I know your mother and children (and maybe your wife) are impressed by your fancy Ivy League education and your AV rating with Martindale-Hubbell, but no one else gives a crap.
How can you differentiate your practice from the next lawyer down the block when every lawyer is shouting at the top of their lungs the same thing: “I’M THE GREATEST LAWYER IN THE WORLD”. The fact is, you can’t. Consumers have no way to tell the difference between an elite lawyer and a crappy one because lawyer websites have the same content and goal: self-glorification of the lawyer (yes, I’m talking about your!)
So, we start building the website of our dreams with one very simple concept: it’s not about you.
How to Build the Lawyer Website of your Dreams
Hey, I know it’s tough to get over the concept that lawyer websites are NOT about you. The high-paid sales executives from Findlaw will work long and hard to convince you that you just need to spend more money on your website and the clients will come dancing through your doors. Keep dreaming!
But if you’re still reading, there’s a good chance you want answers. Okay, what are consumers looking for when they search the internet for a lawyer? Remember, the consumer has no way to tell a good lawyer from a bad one, so just for the moment, let’s forget about your fancy law school pedigree and your seven-figure settlements and verdicts.
It’s real simple: the consumer wants information that helps answer their problem. Stop and think: what are the ten most frequently asked questions that your clients ask you and what are the ten most frequently asked question that your client should be asking you. Write these down right now.
Guess what? You just entered the mind of your client. You’re writing content for your website that answers the questions that your clients are asking. Instead of browsing the internet for answers to their problems, consumers will now stop their search once they find a website, like your’s, that answers their problems.
But you’re just getting started. Every day your clients ask you questions and you think, “I’ve been asked that question a million times.” Great, write it down. Consumers crave information about deadlines, i.e., “How long do I have to sue?” You can write 10-15 Frequently Asked Questions just about the statute of limitations. Now, you’re firing on all cylinders.
But Why would you give your Secrets Away for Free?
I know what you’re thinking: why should I just give away all of the information that it took years to learn (not to mention a boatload of tuition money for law school)? Because no one else is doing this. That’s right, if you simply do whatever every lawyer on the block is doing, your website will continue to suck.
Earl Nightingale once said, “See what others are doing in your industry and do the opposite.” Nothing could be truer for lawyer websites: BE DIFFERENT from every other lawyer website in your town. This, more than anything else, is the key to building a dynamic website.
Just think about the best websites that you visit. Stop and write them down right now. I’m willing to bet your list includes WebMD, Ask.com and Wilkipedia, but why? Because these websites are chock-full of great information that you can use.
Now, ponder this question: how many lawyer websites are on your Top 10 list of favorite websites? That’s right, NONE. That’s because lawyer websites SUCK! But there is no reason your website can’t be the WebMD, Ask.com or Wilkipedia for lawyers.
Does this Stuff really work?
Now, for some boring obnoxious lawyer speak. On January 24, 2013 and January 27, 2013, I resolved two lawsuits that generated $1.3 million in legal fees from cases generated by my website, www.protectingpatientrights.com…without doing a single deposition and truth be told, very little work.
Yes, internet marketing works for lawyers and it can work for you. But I’m betting against you; I’m willing to bet that you won’t do a damn thing to change your website. Hey, it’s up to you to prove me wrong.
A Special “Social Media Marketing” Gift for You (I dare you to try this stuff!)
And just because you’re still reading, here’s my gift for you. One of the top social media experts in the country and an information technology teacher at the University of Southern California, Joey Bridges, gave a bunch of fantastic tips about social media marketing during his podcast interview, “How to Grow your Law Practice with Social Media Marketing”, on the Ultimate Practice Builder for New York Injury Lawyers.
You can subscribe to the podcast on iTunes for free, but if you’d like a CD of this 43-minute interview, just send an email to firstname.lastname@example.org and I will mail the complimentary CD to you.
How can we help you become more awesome?
What if there was a book about law office systems, management and marketing that leaves no secrets behind?
A book that will give you systems for every aspect of your practice, so your law firm runs like a finely tuned sports car while you’re on vacation.
Yes, a book that Ben Glass, Esq., the nation’s leading marketing guru calls, “amazing”.
Now, for the first time ever, this book exists. The Power of a System: How to Build the Injury Law Practice of your Dreams is crammed full of 328 pages of cutting-edge, “you’ve never heard this before”, inside secrets about law office systems, management and practice and for only $26.99 it can be your’s today (heck, we even rush the book to you by Federal Express for FREE if your order from our website, www.ultimateinjurylaw.com).
Now, go to the home page of www.ultimateinjurylaw.com and order your copy of The Power of a System. Let’s get started building the injury practice of your dreams NOW!
P.S.: And by the way, if you’re not absolutely thrilled with The Power of a System, just send it back to me. You’ll get your money back plus $25.00 just for reading my book (sounds crazy? Read the book!) No questions asked and no strings attached!