This is the fifth and final part of my tell-all series of blog posts about the website redesign project for IMS President Kyle Krull’s law firm. (You can read Part One here: How Good Websites Go Bad; Part Two here: Why Redesign Kyle’s Site When It’s Still Working?; Part Three here: Website Design and Strategic Fit and Part Four here: Kyle’s Website Secret Sauce: SEO, Call Tracking, Analytics and …)
Kyle’s old website was a solid work horse. It delivered qualified leads, established an online presence, and helped Kyle build a steady stream of referrals that allows him to practice law and enjoy life – he is not constantly scheduling, promoting and presenting workshops because he doesn’t have to. His digital marketing runs 24/7 on a set monthly budget. New leads show up on his cell phone while he is meeting with clients, on holiday, enjoying dinner out with his wife … even while he is sleeping.
But one day Kyle came to my office with a serious marketing issue.
“If I lose this card, I’m in big trouble,” he said and showed me a 4x6 index card with tiny scribbled names and notes on both sides.
As it turns out, this little card was Kyle’s financial lifeblood. All of those names and notes were his prospective new clients (aka “leads”). Everything he knew about them was scribbled on that card and losing it would mean losing a new client.
Kyle was a victim of his marketing success. He was overwhelmed with new leads and no real system for managing them. He could not remember when he had last contacted someone, and though he did have the information “somewhere,” it was not easily accessible – especially if he was not at his desk and with enough free time to search.
Kyle showed me the card and said, “Can you fix this?” (This is how most of our new ideas are born!)
He needed a Customer Relationship Management (CRM) system, but not just any system. He needed a system that is
- Easy to implement and use;
- Cloud-based and accessible from a mobile device;
- Completely integrated with his Essential Solution marketing to optimize the great marketing he already had;
- Customized for his law practice; and
He needed our E2 Essential Marketing CRM.
Every contact form on his website sends information directly to his cloud-based CRM, where follow-up work flows are launched and tracked. He can log in from any device to see his pipeline and check on completed activities. He has a record of how each new prospect found him and how they interact or engage with his digital marketing; to include whether they read the blog digest, which articles they click on, when and what pages they visit on his website, if they connect with him on social media, and more.
From the same interface, Kyle can see his marketing analytics in a way that makes sense to him. Even more importantly he can now see who is visiting his site, what content they are reading, and when and how they arrived at his website. In other words, where Google Analytics shows trends, the E2 CRM shows specifics. This new information not only helps Kyle close more business, but helps us make laser-guided refinements to his marketing system.
So now you probably think we really are finally done with this project, right? I mean, Kyle has everything – a strategic, contemporary website that is optimized across all devices, gives visitors a clear path to conversion, sophisticated tracking to monitor performance, and even a CRM to nurture the relationships that convert prospects into new clients.
But of course, we are not done. We are never done.
Kyle’s system is running now, generating new business … and new information.
We will continue to monitor and analyze that new information, along with all of the data we gather about online legal marketing, in search of trends, or blips, or glitches. We will look for anything that tells us it’s time to make the next small change, develop the next new service or abandon an old one, or completely re-think how we market estate and elder law attorneys.
One more thing – you might think we went a little over-the-top on this project because it was for Kyle Krull, our company president. Not true. We do this work, at this level, every. single. day. To the extent that clients will let down their guard, open up with us and let us become true partners in their success – we take up the challenge. And we love it. If your marketing firm isn’t delivering these types of great ideas, insights and results, give us a call. The difference is truly Essential!