Making it work

My favourite quote about professional services marketing is from David Cottle, a consultant in growth and profitability, who says: “nobody cares how much you know until they know how much you care.” Never were there truer words spoken.

The failure to take that aphorism to heart is at the root of why so many law firm websites fail to turn visitors into clients: your website shouldn’t be about you, it should be about visitors to the site, who are, or who you hope will become, your clients. Specifically, it should be about how you can help them with their problems and how nice, approachable and client-centred you are: there is solid research evidence that being friendly and approachable is more important in attracting and retaining clients than being just excellent lawyers.

So… how to do it?

Let’s start with what you must have. You must have the information on your site to make it legally compliant and disability friendly.

Second, when you are looking at the