Having a family member or friend who is not known to your firm make a phone call or contact the firm through the website is one way to figure out how well—or poorly—your firm’s sales funnel works. But unless your family member or friend is an experienced law firm marketing professional, it may be hard for them to identify what’s good, what’s bad, and what’s really not working.
A more productive, albeit challenging, method, is to do this yourself. It takes some imagination, but the potential is worth it. Put yourself into your target client’s mind-set. If you can, either call into the office or listen in on a call when someone else calls in. How difficult is it to get an appointment, and how helpful and welcoming is your receptionist?
Next, put yourself in your target client’s mind when you visit your own website.
Is it easy to navigate? Does it contain information that is relevant to your target market’s needs? Does it look up to date? Your blog posts should be current, and if you have news about speaking or hosting events, that’s even better. Does the website feature the ability to be seen with larger typeface for vision-challenged individuals? And does it work just as well on a smart phone as on a desk top?
Does your website use silos? A silo is an image, usually a photo, with a phrase or a question that directs the user to a specific page. For instance, a website home page may have three or four silos featuring topics like “Why Everyone Needs a Will,” “Can a Trust Help” or “Who is the best executor for my estate plan?"
The use of silos serves several purposes.
- They are good for search engine optimization (SEO), as algorithms seek common language questions.
- Silos give your users information they need, reassurance that the problem they face is not so unique, and the sense that you already understand their problem.
- Finally, silos feed right into your E2-CRM. If a visitor contacts you from that page, you'll know that it is a significant issue for them that you can move to address early in the process, rather than finding out about it in the middle or at the very end of the estate planning process.
Another great thing about silos is that you are helping your clients even before they become clients. And the early identification of the client issue overcomes the obstacle of the unknown—they may not know you personally, but somehow, you already knew exactly what they needed.