True story: Several weeks ago, I had lunch with two partners from a boutique law firm. As the conversation segued from how an improved website would better showcase their work to a discussion of the opportunities they could attract through search-engine marketing, or SEM, I heard the usual mantra no one will search for a firm like theirs online and then call them cold. Nonetheless, I encouraged the attorneys to consider broadening their view.
When I spoke with one of the attorneys this week, he told me that he had received a call from a dream prospect whose corporate counsel had done an online search and found their firm. If, with a poor website, this firm was able to generate a terrific lead like this, think what they could do if they really focused on using their website and search engine marketing as lead-generation tools. Now, with this recent online-initiated success, the partners are reconsidering their previous stance on the benefits of an enhanced website and online marketing.
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