Integrity Marketing

Your Website - It's Not Just a Promotional Tool!

Posted by Kyle E. Krull, Esq., President
INTEGRITY MARKETING SOLUTIONS

It seems everyone has a website these days. And for good reason, too. A website is an “expectation,” especially if you are doing business in the 21^st century. However, having a “lame” website may be worse than having no website at all.

Why? You only get one opportunity to make a good first impression. But just as important, you need to keep making consistent impressions thereafter.

Let me offer three essential functions of an effective website: Location, Connection and Affection.

1. Location. As every real estate agent knows… it’s all about location, location, location. When it comes to internet marketing the key real estate you need to own is the first page of Google. If you are not on page one, then subconsciously prospective clients, clients and referral sources will not regard you as a “top tier” attorney. I know it’s not fair, but it is a fact. Getting to page one (and staying there) is not easy, but it can be done. We have found that the recipe for successful page one placement includes thoughtful search engine optimization, fresh content, daily blog postings and video. Remember: If they cannot find you, then they cannot contact you.

2. Connection. Once you are on page one of Google, all is for naught unless you connect with your visitors. Make it easy for them to navigate your website. It should be visually engaging. Give your visitors a reason to click around and learn about you, your team, your services and what sets your practice apart for the competition on page one (not to mention the attorney friend of a friend who does a little of this and that… but is cheap).

3. Affection. Okay, “affection” may be a little strong. However, in an estate planning and/or elder law practice there truly is a special bond formed between the attorney and his or her clients. Why? We are helping folks protect everyone they love and everything they have. We are on their side all the way, often at a level of transparency unfamiliar even to their closest confidants. Are you providing the means on your website for your clients and referral sources to continue their relationships (and their referrals) with you through your newsletters, blog posts and social media? What is your website saying about you? Are you encouraging ongoing relationships or simply one-and-done transactions? The most valuable clients and referral sources are the ones you already have. Remember: In the internet world, your website is always “on.” For better or worse, your website is your 24/7/365 brand maker or brand breaker.

Teaching Point: Your website is not just a promotional tool. It is a reflection of you and your practice. Ignore any of the three essential functions of an effective website to your professional peril. On the other hand, if you embrace them, then you will enjoy a steady stream of pre-qualified and motivated prospects on your calendar each month. Without clients to serve, you do not have a practice. Let us help you take your website and, with it, your practice to the next level with The Essential Solution®. It’s a comprehensive marketing system, tested and proven effective in my own law practice. We are here to help when you are ready to have an ever more profitable and enjoyable estate planning and/or elder law practice.

My Droid and Me!

I recently purchased a new smart phone (an Android 3 from Verizon). I have owned this phone for 20 days, and already am doing more with it than I was able to accomplish with my old iPhone in the two years I owned it. Why? Because of the power of video.

For two years I struggled to figure out the finer details of my iPhone, constantly foiled by my apparent inability to think in pictures. Droid did not require me to think in pictures – Droid GAVE me pictures – moving pictures – video! My Droid came pre-loaded with a series of videos called Guided Tour. Now, perhaps only a Luddite like me actually needs a guided video tour of a smart phone … but these little videos switched a light on in my brain. I get it! I am actually using this Droid phone to increase my productivity! Wow! It works!

Titles like Device Navigation Overview, Calling & Messaging, and Email Setup got me past my initial fear and onto using my device in record time. What was previously intimidating became instantly inviting!

Yesterday I called Verizon to enable international calling on my phone, as I am heading to Copenhagen, Denmark later this month. This task was not as easy as it should have been. The lady on the phone asked me to remove the SIMM card from my phone and read her a series of numbers. She told me to turn the phone over, lay it face-down on the counter.

Check. Got it.

Then she told me to remove the back cover.

Huh?

“There should be two small slits on the back of the phone, push on those and the slide off the cover.”

Huh?

I did not see any slits anywhere, let alone two together. Then I had an idea. I decided to ask Google “how to remove back cover from Android 3 phone.”

Instantly I got – VIDEO!

Yes, while talking to tech support at Verizon, I watched a short YouTube video showing how to remove the back cover.

DONE!

I slipped out the SIMM card, grabbed my magnifying glass, and read off the numbers. Success!

I now have the promise of international communication in the palm of my hand!

If you have not added friendly, informative video to your website yet, what are you waiting for? Estate planning is both complex and intimidating to prospective clients (aka, non-lawyers). Video removes the intimidation factor, and makes your website inviting and friendly.

Plus – Google loves video, as evidenced by my recent search, which served up several Page One videos in answer to my question about removing the back cover of my phone. What about the business owner who asks Google how to pass his business on to the next generation? Or the daughter searching for help to pay for her father’s nursing home care? Yes, Google will deliver videos for those people, too. With a much greater frequency than text alone.

If you want to dominate local search for your key terms, video is the key – not only to getting on Google’s Page One, but also to bringing new clients to your website and your office.

We have put together a series of educational videos (ETVs) just for our Essential Clients to add to their websites. Give James a call at 1-877-352-2021, ext. 0 and find out how you can put the power of video to work for you!