One of the biggest things that keep potentials from calling is fear.
When they first realize they’re facing potential legal trouble, they’re nervous, scared, and worried. At that point, they usually head over to Google and start gathering information about their situation.
As I’ve said before, they’re not “shopping” for attorneys just yet.
That means they’ll type questions into Google, like “what will happen if I don’t _____?”. Very rarely will they type something like “DUI attorney in Pittsburg near me”. Again, they’re worried, and they’re looking for answers.
When they do finally make it to an attorney website, and they’re ready to consider calling, they face another emotion:
Many potentials feel intimidated about speaking with an attorney.
They don’t know what to expect, they’re concerned about what will happen, and, chances are, they’ve never experienced any legal trouble before.
So I highly recommend doing all that you can to build trust and calm their fears BEFORE they ever pick up the phone.
Here’s a simple technique our clients use to help accomplish that:
(We don’t see many attorneys doing this yet, but our clients’ results indicate it makes a world of difference.)
On your website’s homepage, include a short welcome video that explains what happens when people call. Let them know who will answer the phone, what the admin’s name will be, what she’ll ask, and whom they’ll speak to next. Let them know “Mike handles X; Sally handles Y. Mike has X credentials, Sally has Y”, and so on.
Tell them where you’re located, what the building looks like, and be sure to include details, like “Our offices are located on the corner of Main and Franklin. It’s a 2-story, stucco building with a red door and a white picket fence – directly across from McDonald’s. We look forward to helping you”.
This helps them know what to expect, and, more importantly, it accomplishes something critical:
It helps ease their fears about calling or coming into your office.
As I’ve said before, little touches like this can make all the difference between a potential feeling intimidated and worried, or welcomed and trusting. Moreover, potentials who feel that way are far more likely to see you as the only attorney they want to call.
I’ve documented many of the methods that we use to help our attorney clients attract a steady stream of clients in my Secrets of Attorney Marketing book. If you don’t yet have a copy on your desk, consider requesting one so you can refer to it whenever you like.
Let me know where to send it, and I’ll ship a complimentary copy out to your office first thing tomorrow morning:
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