Law Firm Internet Marketing | Drilling Down

A couple of weeks ago I participated in a master mind session with a friend of mine who I consider to be a law firm management and law firm marketing guru. His name is RJon Robins, and he is in the business of consulting with lawyers to help them make more money. I may have talked about him on here before (I'm not searching the archives to check) but I used his services when I first opened up my firm about a year and a half ago. Since then we've kept in touch and I hit him up for some help every once in a while.

RJon lives in Miami. I am in Seattle. So we'd never actually met face to face before. Until two weeks ago. He was here presenting some seminar, and we decided to meet up for drinks and talk about law firm business. This "talk" was in the form of a mastermind session, where, essentially, everything about my business is broken down to expose the inherent flaws in my thinking. See, we all make assumptions about things. Sometimes we're right, sometimes we're wrong. If we are wrong, those assumptions can hold us back from performing at our best. I wanted to challenge my assumptions and see how I could improve.

One of the things we worked on for my firm was law firm internet marketing. See, I'm doing good, but I could be doing so much better. There are problems with conversions on my site and getting people to my site (problems we all have). Because I was making a little money I thought I was doing okay. I was getting lazy. So we broke it down.

Here's what I realized.

First and foremost, I'm still looking at too general a client base. For me, one DUI client seems like all the rest. They all face the same issues (generally) and many come to the internet to find my services. Because of that, I was having trouble drilling down exactly who my ideal client was. The problem was and is that anyone can get a DUI potentially, regardless of race, gender, or economic status. And I want them all to come to me. Problem is, the same things don't appeal to all people. It's kind of like fishing. All fish like food, but you have to decide exactly what kind of fish you want before you can set out the right bait.

Second, my website isn't converting because it too is too general. Aside from who my ideal client is, there are different people coming to the site with different problems. There is a big difference between a first, second, and third DUI, and people need to know my approach to handling each different scenario. I can do that in several ways, one of which is to create a page for each different type.

Third, and finally, my website isn't personal enough. If you take a look at it you can see that it's chock full of great information for people. But it doesn't give people a sense of who I am and how I am different from any other attorneys out there. A key to law firm marketing is differentiation. We all sound the same in our ad copy and websites. If you can make yourself different, you can really increase your client base.

Are you making assumptions that are affecting your business negatively? Are you even aware of them? If you're curious about your business, set up a mastermind session with some colleagues. Think about what you are doing, what your problems are with your business, and figure out how to solve them. Good luck!