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Editor: Ben W. Glass
Profession: Attorney at Law

Category: Marketing Advice

When someone is hurt in a car accident, getting divorced or considering filing for bankruptcy, if he or she doesn't already know a lawyer, there are two places where this person is going to search to find one - the Internet or Yellow Pages. For the most part, the majority of your prospects are actually focusing their search online.

People do not look for attorneys the same way they shop for goods and other services. That is why traditional marketing doesn't work to adequately attract new clients. Someone is not going to sit down one Friday night and watch all of the lawyer ads that were recorded on the DVR. This person is instead going to head to the computer to start searching for a lawyer to help with his or her legal issues. In some areas, this search will be done using the Yellow Pages.

Your website or Yellow Pages ad has to make your prospects stop their search right then and there. They need to see your ad or website and think, "I would be a fool to do anything else before contacting this attorney." How do you accomplish this task? Make them a free offer that entices them to contact you to get the conversation started.

For more information, read my article, How to Use Google to Stop the Client in his Tracks.

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