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Higher Profitability in 2016
Depending on who you ask, your prospective clients are between 50%-90% through their buying process before even contacting you. Consider that for a minute, especially focusing on how powerful recommendations are in the legal profession.
They've searched on Google for the type of law you practice, and/or maybe even the answer to a specific situation. They've asked their friends and colleagues for references. They've read industry content online to become more educated about the problem they are facing. They've narrowed down the list of potential firms/lawyers to contact based on a variety of factors, such as: 1) Personal recommendations; 2) Online reviews (both positive and negative); 3) Earned media; 4) How closely those firms are associated with the educational information they read; and 5) Which firm websites were easiest to navigate and felt the most reassuring
Oh, and there's more. Let's assume that, for your target client profile, research shows that they are typically 65% of the way through the decision-making process by the time they contact you. Your marketing still has to account for the remaining 35% as the leads are nurtured and ultimately closed. That burden falls on the shoulders of your firm's staff, who need to be up to speed on what type of experience and trust you created for the first 65%, or the client will receive mixed signals and decide to look at the next name on their short list.
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