4R – Reputation
What are people saying about you? Reputations take a long time to build yet can be badly damaged with just a few stray comments from unhappy clients. We combat that in a few ways:
Where do you think people go to research you? If your website is dated (read older than 3 years), then it automatically hurts your reputation. Websites are like clothes. Styles change and more importantly technology changes.
You wouldn’t wear a suite from 10 years ago when you meet with a potential client would you? NO!
So why would you let your website get looking old?
But it happens. I and my team audit websites all day long and the biggest trend I see is that law firms generally will let their website sit there for up to 10 years before they do something about it.
Yet technology changes – dramatically.
To put that into perspective, as of the time of the writing of this (May 2019), the iPhone was a little over year old 10 years ago. The web design community was not even thinking about designing websites for phones.
Yet right now, across close to the 1,000 websites that we manage, we see that traffic from phones (Apple and Android) is sitting right at 80%.
Let me say that again – 80% of the traffic to our sites is mobile!
But I run across law firm websites that haven’t been updated since 2008 (I have ways to check that – muhahaha!)….
And since websites are one of the first place that clients go to research your firm, why would you let it get that old?
So, the simple solution is to update your website every three years just like you would with your wardrobe.
Your website is your employee that’s working 24 hours per day for you, so why not give it a refresh every so often?
When someone says something about your firm, you want to be the first and not the last to know, right?
We add each of our clients to our Reputation Monitoring system, so they know right away when anyone says anything good or bad about them online and respond accordingly.
To me, Reputation is the very foundation of all online marketing, so it makes sense to at least monitor what people say about you every day and every minute.
A Reputation Engine is simply a system that helps you get reviews. Typically, only really mad people leave reviews.
Yet very few law firms actually have anything in place to get those reviews.
So, we’ve developed a system that will systemically get reviews from your clients. This system will work with either email or SMS messages to have your clients tell you how you did.
And the beauty is – all you have to do is give us their emails or mobile phones and the system will take care of the rest!
I left this one for last as it’s something that, just like asking for reviews, is one of the items that I see neglected dramatically by almost every law firm.
There’s been a shift in the past four to five years on how people educate themselves about law firms and services. They have every bit of information they can find literally in the palm of their hand.
When I talk about social media with law firms, I typically get, “My target audience isn’t on that platform.” when they’re talking about Instagram or Facebook or LinkedIn or Twitter.
My response is typically, “What does that matter?”
You see, they’re typically thinking in generalities. So if they’re a B2B law firm, they believe their audience isn’t really on Facebook or Instagram. But yet they are. They just aren’t looking for your services there.
However, when they research your law firm, where do you think they’re going to go? Facebook, Instagram, Twitter, & LinkedIn.
So I coach my clients to put educational materials on all of those platforms that when someone is researching them, they look like experts in their area.
The last thing they would want to see is your Merry Christmas post from two years ago and that’s it.
The point is – don’t neglect your social channels. Add relevant content to your services every single day.
There’s a lot more that goes along with Social Media, but that’s a high level overview.
If you do all the above, your foundation will be set for the rest of the pillars.
Step 1 – Update your Website
Step 2 – Monitor Your Reputation
Step 3 – Ask for Reviews
Step 4 – Add content to Social Channels Regularly