One of the biggest mistakes I see many attorneys making with their websites is this:
They have too few testimonials.
Two or three testimonials, no matter how glowing, aren’t going to help “sell” your services much. In my experience, you need to have at least 10 testimonials, but I suggest 30 or more.
Because the more testimonials you have, the more potentials get the message that you know what you’re doing, and that many others have already trusted you. A long list of testimonials gives you a powerful credibility boost that little else can match.
Here’s the fascinating part:
Some potentials will read every single testimonial you have because they find it soothing. With each one they read, their fears diminish a little more, while your credibility steadily grows.
But how many testimonials do you really need?
For our clients, 10 seems to be the “magic” number. Many report a dramatic boost in response once they have at least that many.
Nonetheless, I’m often asked if testimonials are that important.
Yes, they really are.
In my experience, they’re essential.
Because, in today’s market, potentials read and compare testimonials for just about every single product or service they’re considering investing in or buying. Reading what others say about attorneys is one of the primary ways they form their opinion.
It’s human nature.
We all value the advice of a trusted friend, and testimonials play that role.
So having a lot of them on your website is like having a chorus of past clients singing your praises.
If one attorney website has a couple of weak testimonials scattered here and there on his site, and another has 50 strong ones – strategically placed throughout the site, for maximum emotional impact – who will appear more credible in the potential’s eyes?
If you don’t have many on your website right now, one thing you can do right away is put up some case studies. Think about some past cases that demonstrate your success record and write up the details as a case study.
This works well because case studies are similar to testimonials. They achieve a similar credibility-boosting effect because people want to understand how you think, how you handle cases, and what kind of results they might expect to gain – though, of course, you’re never promising a specific result
Meanwhile, I highly suggest doing all that you can to secure as many testimonials from happy past clients as you can right away.
Because when potentials have two attorney websites open on their computer, and they’re comparing sites, the one with a long list of testimonials (or case studies for now) will be the one who, more often than not, gets the call.
Moreover, if you combine them with several case studies, then the trust-building and credibility-enhancing effect skyrockets – it’s one of the most effective ways to position yourself as the preeminent authority in your metro/practice area for the type of cases you handle.
For additional suggestions on how to gather and utilize testimonials, see my Secrets of Attorney Marketing book.
You’ll also discover many more marketing methods we use with our clients to help them get the call.
Request your complimentary copy using the link below:
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