Better-than-Breakthrough™ Law Marketing
For Lawyers, Law Firms and Law Marketers
If you’re like most lawyers…
- You don’t like business development,
- You don’t have time to spend on marketing,
- You have legal work to do.
But the reality is this: all lawyers need a steady flow of work. And the lawyer has to be involved, to some degree, in the marketing process. The trick to the most effective marketing is to use a system that minimizes lawyer involvement, but brings in solid results. High-quality leads.
Web Marketing is Inexpensive and Ultra-Efficient
The good news: in today’s ultra-competitive market, the Internet provides an inexpensive yet efficient business-generating tool.
The bad news: most lawyers and law firms don’t use websites, blogs and site content to their maximum potential. This means missed opportunities to secure new clients and get more work from current clients.
Now more good news: Better-than-Breakthrough™ is the marketing system guaranteed to streamline your web marketing and give you better results.
Before I tell you how Better-than-Breakthrough™ works, let’s look at how most lawyers and law firms go about web marketing, and why this doesn’t generate great results.
“We Need a Website!” is the Lawyer, Law Firm and Law Marketer Battle Cry
Everyone nods in agreement. Then, someone appointed as “in charge,” takes charge. One of these scenarios is likely to follow.
Scenario One: “Let’s have a big, beautiful site!”
- Hires a web designer to build a static site,
- Instructs the lawyers to write a bio page and articles, and
- Gives the content to the web designer to add to the site.
OR, even worse, this:
Scenario Two: “I’m a Smart Lawyer, I know a little HTML, I’ll just do this Myself”
- Builds his or her own site,
- Instructs the firm paralegal to write or buy some site content, and then
- Adds the content to the site.
Both scenarios usually bring the same results: mediocre or less. The firm has a website, but it usually isn’t a powerhouse, lead-generating business development tool. It’s an online brochure.
Beautiful Site! But Static Structure and Firm-Centric Content Don’t Help Generate Leads
If a web design firm built the site, the graphics may be gorgeous. Maybe it even has a fancy flash intro page (web gurus like to convince firms that it’s modern, therefore necessary). But, is the site structure static or dynamic? And most importantly, what’s the quality of the content?
Static Sites Can Be Huge, Lumbering Giants
Most law firm websites are static sites, built with table-based HTML. The code is big and clumsy. Bulky code can hide content behind tables and HTML code. And, someone with HTML skills has to update the content – when and if the content is ever updated.
And the content, including the intro/landing page, firm and lawyer bio pages, articles, and FAQ pages, is usually firm-centric or lawyer-centric. Often the articles are lawyer-style writing, which means boring, uninteresting or irrelevant for clients (sorry, it’s true). Biographies are resume-style, listing all the schools the lawyer attended, bar committees, board memberships, honors, accolades, ad infinitum.
Better-than-Breakthrough™ Marketing:
Client-Centered Content and Dynamic, Wordpress Website/Blog
Better-than-Breakthrough™ Marketing
After 12 years of law practice, I decided to follow my passion for marketing, design and writing. I flopped around in law marketing for about a year before I realized that I needed a systematic method for evaluating my clients’ (lawyers and law firms) clients/prospects, to get the best results. And I also needed to know how to actually build and modify a simple website.
So, during the last year, I taught myself Adobe Illustrator, Photoshop, InDesign, Wordpress, and CSS programming. I also took an accelerated copywriting course and I worked with Chris Marlow, an experienced copywriting coach.
While working with Chris, I developed a unique system that helps me evaluate specifics about a target market, and then apply those specifics to the copy I write.
When Chris reviewed my system, she asked: “Lynn, is this your system? Did you design and write this?” I said yes, of course. She said: “This is Breakthrough!”
But “Breakthrough” wasn’t good enough. So I said: “Chris, this is Better-than-Breakthrough, and here’s why …” And I went on to explain why I thought it was so great. Might have included puff and pomp, but she agreed, at least that it was a great tagline and name for my system.
The real beauty is that by using this system, I can determine how to create the best client-centered content for your website or your print marketing. And when combined with my years of law practice, my business background and my love of marketing, you end up with excellent site content. It will make your clients/prospects fall in love with you.
Below, you’ll find the advantages of client-centered content and a dynamic, Wordpress website/blog. Very soon, I’ll add a page explaining each in more detail.
Client-Centered Content Advantages:
- Builds Confidence in Your Services and Trust in You as a Lawyer
- Creates Relationship with Your Prospects and Clients
- Speaks in Conversational Tone, About Your Prospect and Client Problems, and Give Solutions
Dynamic, Wordpress Website/Blog Advantages:
- Makes Content More Transparent to Search Engines
- Easy-to-Use, Update and Keep Current
- Inexpensive to Build and Install
Don’t wait for new pages - contact Lynn Roberts right now to find out how you can use Better-than-Breakthrough™. You’re losing great leads and new work with every day that you delay. Contact me for a Free Consultation about how Better-than-Breakthrough™ can help you generate high-quality leads for your law practice.