One of my first clients after starting Moonflower Marketing was my Dad’s law firm.
Everyone starts somewhere, right?
From the outside, they were a general practice law firm that provided a variety of legal services (Personal Injury, Family Law, Criminal Defense, Debt Collection, etc.).
From the inside, they were a personal injury law firm that happened to do some other things, too.
The homepage of their website portrayed a general practice law firm, but internally, they put most of their eggs into the personal injury basket. The problem was that the basket wasn’t full, and it needed to be.
After a couple of years of prodding, I finally convinced them during a staff transition to reposition themselves publicly as a personal injury law firm.
I rewrote their website so that the homepage was entirely personal-injury-focused.
Within 6 months, they secured the #2 position on Google, locally, for strategic high-volume keywords and phrases and doubled their personal injury caseload.
Within 18 months, they had tripled their personal injury caseload.
Are you trying to be known for too many things?
Your potential customers probably have difficulty putting you into their brain’s Rolodex (remember Rolodexes!?).
As with the law firm, once it was clear who they were and what problem they solved, more people started calling.
Also, people want experts and specialists to solve their problems. Not generalists.
Why hire a general practice lawyer for a personal injury case when lawyers specializing in personal injury are a dime a dozen?
Would you ask your family doctor to perform brain surgery?
Probably…not.
When you strategically focus your marketing on your most profitable service, your business will grow more quickly.
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