5 Thoughts on Selecting a Website Designer

You are a lawyer. You are not a website designer, nor do you desire to be one. And, using your sister-in-law’s geeky son who knows “everything” about websites, is just not working. It is time for professional help.

How do you select the best designer for you?

Define the goals for your website.

website design

Are you trying to increase brand awareness or looking for new leads for your practice? If you’re a criminal defense attorney, your website should focus on conversion of site visitors, return on your investment and building a client base. If, however, you’re an insurance defense practice, you may be more focused on brand awareness rather than getting new leads. Know your goals before you begin the search process.

Check out the competition.

Visit the websites of your competitors and leaders in your area of practice. Look at the features, navigation and overall layout of their site. How do they convert a visitor into a prospect by getting them to click on the contact us button?

Finding some you like, look at the last line of the site to find the web designer. Go to the designer’s site, share some of their designs with members of your firm and support staff. Get their opinions on sites they find appealing and are easy to use.

Compare the cost with long-term value.

You want a website that will last a few years, will be easy for you and prospective clients to use and will fit within your budget. Saving money by going with the lowest bidder may not be a savings if visitors quickly leave the site without seeking contact.

                            

Choose a website developer that works with lawyers.

Lawyers sell a service, a solution to a legal problem. A design company that sells widgets will not understand the marketing of legal services. First of all, the services you’re marketing are “needs based.” The prospective client needs a lawyer to draft a will, handle a divorce or register a patent. Second, your web designer must be aware of the ethical rules that place constraints on how you can market your practice.

The website that offers high quality content and makes it easy for consumers to make contact will hold their attention and lead to a new client. General information, written in plain English, will keep consumers coming back and referring others to your site.

Select a designer who looks at your complete marketing plan.  

Your Marketing Strategy

Your website is but one part of your marketing plan. Your designer should examine all of your marketing both online and offline to insure the message is consistent, the brand holds constant and that your marketing approach is paying off.

Your website designer should educate. Just as you educate your clients about the law, your designer should explain the strengths and weaknesses of the strategies being suggested. If your designer is not listening to you or is not educating you on the process, it’s time to move on to the next name on your list.

Finding the right web-designer, like finding the right lawyer, may take time but will pay off with more contacts, more business for your firm and peace of mind.

The Importance of One

Joe Girard, a car salesman, is in the Guinness Book of World Records for being the #1Retail Salesperson. How did he get this title? He sold more cars than any other car salesman.

What was his secret?

Early in his car selling career, he attended a Catholic funeral. The funeral director was passing out Mass cards to all those in attendance.

“How do you know how many Mass cards to have printed?” Joe asked the man.

 “I print up about 250 each time since that’s usually how many people show up for a funeral,” he answered.

Soon after that, Joe sold a car to a Protestant funeral director. When he asked how many people attended his funerals, he got the same answer “About 250.” He soon learned from another minister that about 250 people usually attended the weddings in his church.

From this informal research, Joe developed his “Rule of 250.” The basic principle is that most people have about 250 people in their lives that will show up at their funeral or wedding. There are exceptions, of course. Some have more, some have less. But the average seems to be 250.

How did he use this information?

·      He realized that if he did a great job selling a car to one person, he could potentially gain 250 more customers

importance of one

·      But, if he did a crummy job, he could possibly lose 250 customers.

Joe sold cars. You, on the other hand, are selling a legal service, not a product a client can touch like a car or a toaster, but a vital service they need but may not be pleased about purchasing. The concept, however, is the same.

Each time your service produces a satisfied or accepting client; you could potentially gain 250 more clients. How does that happen? With referral and repeat business. Satisfied clients come back for more work and refer others to you.

Some referral related tactics include:

Follow up with your clients. You can do this with a thank-you card, a call to see how things are going, ask if they have any questions and, if all is well, ask them to remember you when their friends ask ‘if they know a good lawyer.’ If there is a problem, attempt to fix it.

Use CRM software or keep a file on each client listing personal information such as names of children, what they did for a living, birthdays, etc. You can use this information when you talk to them.

Stop by their business or take them out to lunch. Your goal is to keep and maintain a relationship with this client.

Make sure they know every service your firm offers. Ask for their e-mail address and get permission to send them the firm newsletter or occasional updates.

Send cards for holidays and thank-you notes for referrals. Send information they can use, not a sales pitch. They will need legal work someday and they will turn to you. And refer you to one or two of the 250 people they know.

Remember the Rule Of 250 every time you meet new people, whether at an event or standing in line at the coffee shop line. (I once acquired a great client standing in line at Target.) Every person you meet could be a potential client. And they could bring in 250 more. Keep this in mind and soon you have a thriving business.