Make it Easy for Readers to Learn More
If your firm is like most large law firms, then your client alerts, newlsetters, and advisories aren’t doing all they can to help attract new business.
Why? Because they’re not making it convenient for potential clients to contact the authors of those publications, to learn more about them, or to learn more about your firm.
Consider a large law firm’s most recent Consumer Products Marketing newsletter.
Now, suppose this newsletter comes to the attention of a potential client. She wants to learn more about the firm — let’s say she wants to know whether the firm has an office in San Francisco — so she clicks the firm’s logotype at the top of the newsletter. Nothing happens.
What should happen is this: clicking the logotype should bring up the firm’s home page. To the interested reader, that would be a nice convenience.
Let’s say the potential client wants to contact either of the newsletter’s two editors. Their e-mail addresses are displayed at the bottom of the first paragraph, but they’re not set as links ( like this ).
So, rather than just click an e-mail address to fire off a quick query, the reader has to:
- copy an address,
- go to her e-mail client,
- start a new message,
- paste the e-mail address in the new message,
- write a subject for the message, and then
- write the message.
That’s not a big deal, but it’s not as convenient as it could be.
Why not make it easy for potential clients to contact your firm or learn more about it? Why not set links in your PDF files? That way, a reader can just click a link to contact your firm.
It’s so easy to do. And it’s so worthwhile, because potential clients are more likely to contact your firm if you make it convenient for them. (You want your firm’s on-line presence to attract inquiries from potential clients, right?)
And it shows that your firm — unlike so many others — knows how to use features that have been available since the turn of the century: a potential factor in a potential client’s first impression of your firm.
