Lesson 7 If They Can’t Get You Easily, Why Bother?

Lesson 7 If They Can’t Get You Easily, Why Bother?

You are investing so powerfully in time and resources to become Be The 20.  Imagine doing all this work and not giving people a way to contact you.

One of our most long standing attorney clients is a classic example of this.  They have invested tens of thousands of dollars in their online presence and are consistently on the front page of the Search Engine Results Pages. In addition, the traffic to their site outpaces their nearest competitor by at least 10:1. 

BUT…

They don’t trust email on the site, so no forms for prospective clients to fill in asking for help.  They don’t want to Chat because “we never chat,” they have a phone number in small font at the top of their page and one phone number on the contact us page.  They don’t want to clutter up the site with contact (conversion) options, so that’s the only two places with a phone number.

For years I’ve been talking to them about their phone voice mail.  Imagine a voice mail system with 7 or 8 options, but NO option for “New clients, press 1.”  There is no option for new clients to pick from, and their drop-off rate is extraordinary.  This client gets more traffic than ANY of their competitors by a considerable margin, and most of them squandered because of something as simple as a voice mail system.

Take a look at your site.  How old school is you?  A small print phone number in the upper right-hand corner?  Maybe one in the footer, perhaps nothing but a contact page requiring another click?

But the phone is just for old school.  What about an inquiry form, something that gets emailed to you?  Or Chat, you have no idea how many people tell me if they can’t get an answer quickly by Chat, they don’t waste their time on the site.

Thanks to Technology, there are many ways that your prospective client can reach you.  Communication preferences seem to be generational.   The old guard wants nothing but to pick up the phone and call! The professionals never call - they do it all on text or a messaging app like Facebook Messenger.

Just because you have a preference does not mean your preference is everyone else’s.  Why would you exclude vast swaths of potential clients simply because you are not personally comfortable with Chat (for instance)?

In this lesson, we cover how important being able to be easily contacted is.   First, let’s look at your presence. How frictionless is it to do business with your firm?