“The Deal is Already Halfway Done”

Recently we got some great feedback from a client.

He told us that, when a prospect finds him online and calls his office, that “the deal is already halfway done.”

This client’s internet presence is so impressive that when a prospect calls him up, there’s not much to do other than hash out the details. The prospect has already been sufficiently convinced of our client’s expertise and ability and is ready to sign on the dotted line.

Can you say the same of your web presence? Does it position you as an expert and demonstrate your credibility? Or do you find yourself having to “sell yourself” over and over again?

Your website should reflect your status and your ability as an expert within your field. If it does, you’ll find it much easier to grow your practice, just like the client referenced above. If it doesn’t, you will be working much harder than you should be to close a deal.

Now, that doesn’t mean that your website itself has to be visually and technologically stunning. In fact, the website itself is not the point. The point is YOU – your expertise, your experience, your ability. Your website should showcase YOU, and it should position you as impressively as possible.

How can you do that? Below are some of the key elements that have proven successful for many of our clients:

Your website should include video. Video is an effective way to let your website visitors get to know you. And as long as it is well produced, it’s a great way to highlight your professionalism. Finally, it gives you the opportunity to focus on your key “selling points” in an engaging and easy-to-watch format.

Your website should include an industry blog. Regularly publishing blog entries that are relevant to your market demonstrates your expertise. Focus on practical advice and answers to common questions that clients or prospects may have.

Your website should highlight your credentials and awards. Clients want to work with an expert, and one great way to demonstrate your expert status is to highlight your accomplishments. What are your certifications? Have you earned any relevant awards? If so, make sure to include them on your site. These credentials shouldn’t be the primary focus of your site (because there are more important selling points), but they should be included. The bottom of your bio page is usually a great place to do this.

Your website should include a special report or an e-book. Finally, providing a free report or e-book reinforces your “industry expert” status. It’s also a great way to capture leads. (Require the prospect to provide their email address in exchange for the free download.)

Does your website properly reflect your status, your industry experience, and your abilities? Is the deal already halfway done by the time a prospect calls your office? If not… you’re working harder than you should be to grow your practice. Give us a call today to learn more!

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Spotlight Branding

Spotlight Branding is a content marketing and branding firm for lawyers and other professionals. Our goal is to help you create an online presence that positions you as a credible expert in your field, keeps you connected with your network in order to stay top of mind and increase referrals, and to become more visible online so prospects can find you!