Spotlight Branding - April 2021

Spotlight Branding - April 2021

APR 2021 (800) 406-7229 SpotlightBranding.com

Is Your Website Losing You Clients? 3 REASONS TO UPDATE YOUR FIRM’S SITE TODAY

Think about the last time you went online to order takeout food. How was the experience? Did you put your order in without a hitch, or were you frustrated by the restaurant’s outdated website, malfunctioning plugins, and counterintuitive ordering process? Maybe you even wondered whether they were open at all when a COVID-19 popup from March 2020 appeared.

leather seats. The same thing will happen with your website but much faster. A decade in car time is like two years online. Websites have dozens of moving pieces and parts, and many of those plugins and integrations aren’t native to the website itself. They get separate updates, and over time, they become incompatible or stop

working entirely. Without regular full-site refreshes, entire sections of your website can become defunct. But when you update your website regularly, you can fix those issues and add cutting-edge features. 3. IF YOUR WEBSITE IS OUT OF DATE, IT MIGHT BE MISREPRESENTING YOUR BRAND. Think about what your firm looked like at the time your website was created. How many people were on your team? What were your practice areas? What did your branding and logo look like? Odds are if your website is more than two years old, some or all of those things have changed. 2020 forced thousands of law firms to pivot their practice areas and

Restaurants are notorious for their terrible websites. Once or twice I’ve come across an ordering platform that was such a mess I felt like throwing my laptop out the window. When that happens I say, “Screw it!” and order DoorDash instead. The restaurant’s old, crusty website officially lost them a customer. Unfortunately, this problem isn’t exclusive to restaurants. If you haven’t updated your firm’s website in a few years, YOU could be the one making people want to toss their computers across the room. To win over clients and keep up your firm’s image and reputation, you need to refresh your website regularly. Here are three big reasons to stay on top of those updates:

“Updating your website regularly shows that you’re keeping up with the times, and that’s a reflection of your firm’s credibility and attention to detail. Don’t get sloppy.”

update their messaging. If you haven’t made those changes on your website, you’re misrepresenting

1. DIGITAL TRENDS CHANGE — AND YOU DON’T WANT AWEBSITE THAT’S ‘SO 2015.’ The looks considered eye-catching, popular, and modern online change just as often as what’s “in” on the runway. What impressed visitors years ago might look awful today and vice versa. Right now, asymmetrical website layouts are in — who the heck

your brand and missing out on clients who could be ideal fits for you. Your website needs to reflect the current you, not the old you. A refresh can make that happen and bring in an influx of consultations.

would have predicted that in 2016? Updating your website regularly shows that you’re keeping up with the times, and that’s a reflection of your firm’s credibility and attention to detail. Don’t get sloppy. 2. EVERY DAYYOUR WEBSITE AGES, ITS FUNCTIONALITY DEGRADES. Think of your website like a car. As soon as you drive a new vehicle off the lot, its value goes down, and it keeps degrading over time. After 10 years, your turn signals are sticky, your glove compartment won’t close, and you have stubborn stains on your

I know these are tough pills to swallow. Maybe you LOVE your old website, or you designed it yourself and sending it to the digital scrap heap hurts. I get it. Sometimes our team has to replace websites for clients that we designed just a few years ago, and they can be hard to let go. BUT, doing so is necessary for the greater good of your firm — and we can help. Together, we can create a website that looks stylish, functions smoothly, and is the perfect fit for who you are now. It won’t be long before it pays for itself. When you’re ready to upgrade and start bringing in more clients, visit SpotlightBranding.com/NL.

1 –Marc Cerniglia

SpotlightBranding.com

SUCCESS STORY: BRETT TREMBLY

Brett Trembly is a business attorney fromMiami, Florida. If you’ve followed Spotlight Branding for some time, you’ve likely seen his name or even heard from him. That’s because Brett is one of our greatest success stories, and we want him to share his experience any chance he gets. When Brett first set out to build his firm in Miami, he was a true solo starting from scratch. He had no network, no resources, and was trying to do everything himself. He worked tirelessly to network and build a list of contacts to generate solid referral sources. When he started working with Spotlight Branding, Brett didn’t just sit back and wait around for things to happen — he kept pushing forward, networking and building his contact list. He then used his blogs, videos, social media, e-newsletter, and the website we created for him to create several touch points each month to remind business owners throughout the Miami area that Brett was out there and could help them.

Today, Trembly Law Firm is a major player in the Miami legal world. Their revenue has increased 50% each year. Their case value has quadrupled in the past three years, and their cost of acquisition has decreased by 50% over the last two years. Lastly, Brett has gone from a true solo operation to having eight associate attorneys and nine support staff members in his firm. This can be your firm’s reality, too!

WANT MORE REFERRALS AND BETTER CLIENTS? Visit SpotlightBranding.com/NL to schedule a call!

Don’t Write Off Clients Who Have Left THOSE RELATIONSHIPS ARE STILL VALUABLE!

TAKE CONTROL OF THE SITUATION. It’s up to you to build trust with your clients, fix mistakes when you make them, and offer competitive prices and customer service to prevent them from going to a competitor. You should always track the reasons for client departures to discover harmful trends that could be driving clients away; that way, you can correct them. MAKE A CLIENT DEPARTURE AMICABLE. When your product isn’t in your client’s budget anymore, or they’re no longer in need of your product, you can still make the departure amicable. • Don’t burn the bridge. Sometimes, messy departures (such as firing a client) are inevitable. In most cases, however, you should leave the door open and prepare to welcome them back, in case their situation changes. • Respect their decision to leave. Don’t make it hard for the client to leave. If they have a contract with you, follow the terms of the contract. A split where mutual respect is involved will make them more willing to return if they need your product or service again. A client’s departure is rarely the end of a relationship — in fact, it could just as easily be a new beginning.

We’ve all had clients ghost us. Without warning, they stop responding to calls and emails. Eventually, you learn the truth: They no longer need your services. It happens. But, in the wake of their departure, what can you do? WHY DO CLIENTS LEAVE? • Your product or service isn’t in the budget anymore. They’ve crunched the numbers, and there’s just no room. This reason is pretty common in the first quarter of the year when businesses are evaluating their books. • They no longer find your product or service valuable. Your client has determined they don’t get a good return on investment (ROI) from doing business with you. • They’ve moved on. It’s possible they’ve reached a point in their business where they no longer need your product or service. • Their trust in you has waned. Maybe you made a mistake. Maybe you never created a solid relationship with the client in the first place. • Your competition stole them away. If one of your competitors was offering a better deal — better price, better service, or better marketing — then maybe your client jumped ship.

More Referrals. Better Clients. Higher ROI.

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DON’T BE FOOLED BY ‘VANITY NUMBERS’ EMPLOY THE 4TH LAW OF CONTENT MARKETING: TRACK THE RIGHT RESULTS

Imagine that it’s a Monday morning. You walk into your office and your secretary says, “I have good news!” Which of these two things would you want to hear next?

No. 2, right? You probably picked that one because consultations are almost guaranteed to make you money, while Twitter followers don’t put anything in your pocket. And you’re absolutely right. Not all good news is created equal — and neither are all metrics. When it comes to marketing, many law firm owners and marketing companies don’t understand the difference between helpful metrics and useless ones, which we like to call “vanity numbers.” If you’re focused on tracking >Page 1 Page 2 Page 3 Page 4

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