One Piece Of Advice (Which Costs Nothing), But Delivers Better Results
If you ever look at the statistics which show how many people visit your website, do you ever wonder why more of them don’t call?
You can steal a march on your rivals with this one piece of advice.
Everything you need to know is included in this article – and there’s no catch – either read it and act upon it if you agree, or continue as you are.
Let me set the scene to help you appreciate a mistake many make:
You’re going to a party. You ring the door bell. The door springs open. Before you can even say hello or take your coat off, your host grabs you and your partner by the arm and leads you into the living room.
“Have you seen this room? Isn’t it great? We‘ve just had it done. We had the whole room done to match that wonderful painting hanging on the wall just there. And look at that other wall – it’s not even a wall! It’s a 284 inch widescreen TV. Just the painting and the TV cost more than your car!”
That’s an exaggerated analogy of how people welcome visitors to their website.
It’s all about them. It’s me, me, me, and we, we, we. It’s boastful.
The pleasant dinner party host however would welcome the guest. Warmly. They would take their coat.
In terms of what they say, they would use the words “you” and “your” much more.
They would say:
“How are you?”…”How was your journey getting over here?”
“Would you like a drink?”…”Make yourself comfortable.”
Is This Really What Happens When You Apply It To The Welcome On Merseyside Law Firm Websites?
You want evidence? The first part of the proof is what appears to be the herd mentality.
I chose law firms in my area to test it out.
It’s probably the same if you visit any 6 websites to be fair, you’ll find “we” littered throughout in many.
It’s almost as if law firms copy each other’s tone and style. But I digress.
It seems the needs of the client are considered much less than arguably a need to adhere to a kind of consensus of self-acclaim.
Anyway, that’s what I did. I visited 6 sites at random – all local law firms to me. I looked at the first most prominent statements they made – what a visitor would see when first hitting their site in other words.
I have changed some of the following extracts, because I don’t mean to criticise anybody in particular and don’t want them to be identifiable. But I kept the main perspective and here are three quotes with some of the words changed:
“We consider ourselves to be a friendly, professional and passionate firm…”
“We offer a professional and approachable service with a fixed pricing structure…”
“From modest beginnings we have developed into one of the most respected law firms on Merseyside…”
Does this kind of statement look familiar to you?
You may see nothing wrong with that. Except for one thing. In each case, they are talking about themselves rather than the prospective client visiting the site.
And okay, it’s not as brash as my wild example, but there are hints of boastfulness.
Look at your own website. How often is the word “we” used, as opposed to the word “you“? “Our” instead of “Your“. Especially in those key opening statements.
Do you talk about yourself, or, the people that visit your website?
What’s the difference in other words between these two sentences:
We give excellent service with an attention to detail that is second to none.
You get excellent service with an attention to detail that is second to none.
The second echoes the needs of the client more closely. It talks to them, as opposed to the law firm boasting about itself.
But even then, it’s still more about you and what you do rather than the client and their issues. What if you looked beyond what interests you, and instead talk about the results you get?
Litigation for example may be a legal process to you, which you then describe from your own point of view. Possibly involving warnings of potential court action unless one of the parties settle. And in many cases actual court action.
But what does it mean to your client? It may sound like an absolute nightmare. So how would you communicate that to potential clients so it sounds much more attractive, and less like an horrendous confrontational battle?
Improving your cashflow by taking care of your aged debts so you are paid faster, and compensated with the minimum of fuss when further action becomes necessary.
Just look at how often I use the word “you” and “your” in both this article and the rest of the website. I speak to you as the visitor. You are the guest.
I try to echo what I believe you want. But I also frame it from the perspective of the results you get, rather than outline the process. That can come later. But first, give them the results they can expect.
And look at what I say as one of the first things you see on my site:
I could talk for hours about Maslow’s hierarchy of needs. And how emotion plays a role in the client stories I create to attract enquiries.
But that’s not the result I deliver. It’s about closing more sales, quickly. And it’s not about me, it is about you, dear reader, experiencing those results.
Simply changing the perspective of what you say on your website will make you more client-friendly, approachable, and inspire more enquiries.
- Wherever you see the words “we” or “our”, replace them with “you” and “your”, changing the context accordingly
- Look at your website as though you were visiting it as a prospective client – what do you want to hear? Act like the host in what you say
- Look at each service you deliver based upon the results you deliver rather than the act itself.
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Either copy, adapt and paste these questions, or ask your own about this topic or any other topic concerning growing your business through word of mouth:
“Yes, but this doesn’t apply to me because [your reason]…so, what can I do?”
“I am in the [insert business type] sector, how can I grow my business through word of mouth?”
Or you choose?