In Part 4, we explored the growth of CLARK.LAW and the challenges Chris Clark faced in expanding his team. This final part will discuss the often-overlooked element of raising rates and why CLARK.LAW doesn’t prioritize SEO. We’ll highlight how content marketing supports the firm’s growth and client relationships.
The Overlooked Element: Raising Rates
One of the benefits of a solid reputation and trusted brand is the ability to raise rates. Increasing rates can boost revenue without adding new clients. Chris’s firm raises its rates—both hourly and fixed fees—nearly every January. “I can’t recall a client ever complaining that we raised our rates,” Chris says.
CLARK.LAW sets hourly rates based on experience and market conditions. They take a unique approach to fixed fees, using a detailed procedure to determine the steps involved, who performs each step, and how long it should take. This meticulous tracking allows them to set rates that reflect the true cost and desired profitability.
Why CLARK.LAW Doesn’t Prioritize SEO
SEO has its limitations. With limited spots on the first page of Google and the majority of traffic going to the top three results, the competition is fierce. For many businesses, especially those targeting specific demographics like CEOs, SEO may not yield the best clients.
When asked if he considers his practice niche, Chris acknowledged that while he has many competitors in general corporate and business legal services, he operates in niche areas like healthcare (MedSpas) and disc golf-related companies. Despite this, he prefers content marketing over SEO.
Chris believes clients who find him through referrals are pre-qualified and more likely to be a good fit. “Honestly, I have never really cared much about where our firm lands on Google search results at all,” he says. Instead, he focuses on having a robust online presence through content, ensuring that potential clients who check him out online find valuable and relevant information.
Lessons Learned
Chris Clark’s journey with CLARK.LAW demonstrates the power of aligning professional goals with personal passions and the strategic use of content marketing. By focusing on quality work, nurturing relationships, and maintaining a consistent digital presence, CLARK.LAW has achieved steady growth and built a solid reputation.
While raising rates and bypassing SEO might seem unconventional, these strategies have allowed Chris to attract quality clients and maintain a sustainable business model. As CLARK.LAW continues to grow, Chris remains committed to refining his services, expanding his team, and leveraging content marketing to support his firm’s success.
Spotlight Branding
Latest posts by Spotlight Branding (see all)
- Is There a Shortcut to YouTube Success? – Ep 782 - October 9, 2024
- The Beginner’s Blueprint for YouTube – Ep 781 - October 8, 2024
- Four Legal Marketing Misconceptions - October 7, 2024
