I’ve been meaning to post on another item of interest from RainToday.com’s “What’s Working in Lead Generation” (for professional services firms) that I originally referenced in this previous post. It is the question asking participants, Where would you spend an extra $100,000 in your sales and marketing budget? As you can imagine the answers were across the map, but the respondents most wanted to spend their $100k on a new web site. According to the report:
“Websites carry a special triple whammy regarding their addition to lead generation.
A) They generate leads in and of themselves through search engine placement.
B) They are the conduit for many other lead generation tactics. Regardless of how a prospect finds out about a firm, they almost always check out, and often make their inquiry through, the website.
C) Because websites are always “on” and everyone can look at them, leaders at service businesses are acutely aware of how they look, what they say and (often more importantly) what everyone else says about their website.”
I was happy to read this (as I help law firms develop their web presence) — and my experience confirms it. I’ve noticed a definite increase in firms (especially on the smaller end) realizing that they need to take the web more seriously. Traditionally, many lawyers have believed that they don’t really need more than a billboard web site as their business is “a relationship business,” and “we get most of our business through referrals.” But even in a relationship business, the web has become what I like to call, “the resource of first resort.” When a potential client does receive that all important referral, what’s the first thing she does? Turns to her computer and types your name into Google’s search engine.
Firms are waking up to the fact that their web presence plays an increasingly important role in how they are perceived and that it can be used to effectively to help build and strengthen existing relationships.
Other popular answers to the $100,000 question (which is nice to dream about, huh?): hiring additional staff, contracting with outside providers for branding/awareness and lead generation services, and more.
Where would you spend the dough?