Is The 98/2 Rule Ruining All Of Your Legal Website Marketing Efforts?

Most solicitors' websites fail because all of the effort is spent on working out

how to get more people to visit their legal website, yet little or no time is then thought about how to get more people to interact with their website once they arrive there. Yet this is a massive mistake. My 98/2 rule explains exactly whey this is the case.

The 98/2 rules is based on the average figures frequently banded about the internet that for every 100 visitors to your legal website, ONLY 2 of them will actually take the time or go to the trouble of interacting with you. This might mean that they fill in a contact form on your website, phone your freephone number (you do have one of those don't you?), or email you. Now I say this is an average figure but I can tell you from working on hundreds of solicitors websites, that it is if anything generous. Some websites convert at less than 1%, meaning that less than 1 person for every 100 visitors interacts with the website owner, but let's work on the 2% for the purpose of this article.

So if only 2 people out of every 100 visitors to your website actually get in touch with you, even if you manage to add 1000 new visitors to your website per month, that actually will only amount to 20 new enquiries. So in addition to simply trying to attract new website visitors to your website (see my Solicitors Website Marketing Report on how to do this), you also should spend time trying to change the 98/2 rule into a 95/5 rule or even better a 90/10 rule, shouldn't you?

So how can you do this? Well there is a simple yet very powerful method you can do to achieve this;- offer your visitors some free and useful information in exchange for their email address. This is one of the best ways of stopping the rot of 98 out of every 100 visitors leaving your website empty handed and without taking any action. Don't believe me that this is a good idea? Well a massive brand uses this tactic ALL of the time.

WHICH, the huge brand (now dabbling in the legal services sector) do this all of the time to bring in new members. They will offer a "Free Report On Buying A Washing Machine" in exchange for their website visitors' contact details. They know that they can then keep communicating with that prospect until they either become a full paying member of WHICH, or they leave their database. I have seen WHICH take a full page advertisement in the broadsheets regularly (at a cost of around 3-5,000), simply offering a free report in exchange for the persons's contact details. So if WHICH, spending thousands every month on advertising, use this strategy what does it tell you?

Who else uses this system to communicate the value of their services? I use it all of the time, in fact it is responsible for increasing the size of my business and in my beating the 98/2 rule consistently. I offer all visitors a free legal marketing report: 8 Ways To Increase Your Profits, in exchange for a name and an email address. I then communicate by offering more free tips and advice using email marketing software, knowing that by offering proven advice and tips knowing that at some point in the future anyone downloading that report might need some extra help and at that point I will already have proven that I am the best legal marketing specialist available. If I did not offer this free report, visitors would fall into my standard 98/2 rule and all my hard work getting people to my website would have been wasted.

So if this works for WHICH and for my business (which is ultimately very similar to yours in that I sell my expertise), couldn't it work for you too? I promise it can and does, and you should be doing it, so are you going to?.

Have a think about what you could offer your visitors to stop the 98/2 rule ruining all of your efforts in attracting new visitors.

by: Nick Jervis

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