We hope you enjoy reading the MEANit blog with all the guides and tips. If you want our team to help with your web presence click here

The articles here will give you everything you need to plan, design, develop, market and maintain your website, if you have the time required – Enjoy.

What is the problem you can solve well ?

I forget who I heard recently talk about this, but I liked the simple point of the discussion and it got me thinking, so hence the article for the Blog. The conversation was about the Gene Schwartz book from 1966 “Breakthrough Advertising” and his 5 defined categories of audience awareness.

Most aware

solution-awareness-web-partnersThese are the people who know about you, your product, the way it solves a specific problem and they may already be dealing with or talking to you. All that is left is to reach agreement about price and delivery. This is probably the group of people you are currently conversing with, sending samples, price lists, images etc. They could be existing clients or people on your mailing list.

Product Aware

The topic was awareness, as in, you have a target market, some potential clients that may be product aware, in as much as, some people may be aware of the product or service that you offer, but they do not know you or your company, so you need to build trust somehow. Become the Authority on the subject and offer advice to show that authority. Answer questions, write articles, be helpful and start building the relationship, so that when ready, the client will come to you. Look at WOMM Word of Mouth Marketing and getting referrals from existing clients.

Solution aware

be-the-web-solution-in-irelandOther people will be Solution aware, as in they know the results required, but they are not sure if you are the person or company to provide it or that your product/service can deliver that solution. Show that you are sympatetic to their plight. This again is where Authority will stand to you and now add in some Testimonials, Case Studies, Before and After cases etc. Show that you can deliver the solution well and at a good value for their investment. Verbalise it, write it down and agree it in advance. Frame your presentation by showing why you deserve the price you need to charge. And make sure you clearly understand the desired outcome.

Problem aware

On top of that you have people who are problem aware, know they have a problem and that they have to do something about it, but not that there is a ready solution to the problem. So, you have to educate them on the solution and the fact that you can offer it competently. This is the greater number of people in your Target Audience and they need lots of information, but you have to get it to them via website and search engines, adwords and content marketing. Talk to your digital marketer about getting a plan of action. Many of these people will contact you and ask for a price, just a figure, even though the answer is rarely that simple. How much is a house or a car – well it depends on so many factors.

Completely unaware

This is where the person is unaware that they have a problem or that there is a solution and someone who can deliver it. Maybe they are considering the potential that they have a problem, so they start browsing and asking for quotes. It may seem counter-intuitive to say no, but these enquiries could tie you up and go nowhere, so focus on the other guys.

Marketing awareness

Now you have identified 5 groups of potential clients and have to market to each persona or type. How you market to each persona will be different or at least the content will be differennt, in order to lead the persona to where they want to go, in stages. The more aware the client of their problem, the shorter the journey in the marketing delivery. The plan is to show that you offer a value product or service, back it up. Then work on the relationship and finally, propose a solution, ONLY, when you totally understand the problem. Help the client find the solution that you offer by bringing them on the journey to educate them on why they need the solution and why from you specifically.

Start with your Core Message and then offer a Lead Magnet of some sort to allow people connect in an Opt In page. Create a Targeting Plan, use Facebook Ads or Google Adwords and start an email sequence to get various Personas to specific Sales Pages. Create the Personas and work out the best ways to connect with them. Use as many as you can think up. You can tweak the strategies and tactics as you go along. Start somewhere, get writing, get creative, test and recalibrate regularly.

Example: We had a potential customer call today who wants a quote for a Magento Community eCommerce website. It was very specific-Product Aware, knows what they want and just needs a price and terms plus assurance that we are the right partner.  In a separate call we had someone say that they have a small store and want to sell online. This person is Problem Aware, not Product Aware.

Tools & Steps:

Core Message – Clearly communuicate your core message about why you are the best option and the value you offer, to position yourself to stand out from other suppliers.
Lead Magnet – Create one that people will want to subscribe for Tips, Trials or Tools, eBook or discount offer, whatever it takes to get the name and email address of your visitors.
Targeting Plan – Part of an overall Digital Strategy.
Facebook Ads –  See here
Google Ads – Read more here
Personas – Individual Buyer persona to help you image what the customer perspective is like, so that you can address their concerns.
Sales Pages – Pages or Landing Pages that offer the correct advice to each Persona depending on how far they are along the sales process.
Auto Responder – Autoresponders automatically answer e-mails or subscriptions sent to it. Lead Pages is a good example, but Mailchimp offer the service too.

Do you want more traffic?

Hi, at MEANit we help 40 ‘Professional Services Businesses‘ to be effective online annually. Will your business be one of the 40 in 2022?


Written by Michael MacGinty

Michael is a well known speaker, author and coach on how to use the web to grow a business. He is also WP Elevation certified as a Digital Business Consultant.
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A Web Presence Checklist, for the senior partner

12 things to oversee the web presence for your legal practice

LinkedIn including company profile page and personal profile for you and all employees. Post some articles about your services, giving some useful advice, sharing insights or sharing industry news. Connect with logical potentially good connections. No sales pitch, just hello with a short line to make the connection, like swopping a business card at a networking event. Read our Linkedin Guide.

Facebook – keep it a basic entry for the practice just to turn up in Facebook in search or get reviews. You could use it to get reviews from people who spend a lot of time on this platform. Or use Facebook to advertise your services, if it is right for your target market.

Website focusing on the services that you want to specialise in, the ones that make you the most margin and that you are happiest to deliver. Bear in mind that you can offer services that you do not personally have to deliver, but make you margin. You do not have to deliver you do not necessarily have to be involved in the process whatsoever. Who is responsible for your SEO Search Engine Optimisation? Read our Guide.

Include SSL – This is the little padlock that appears on the top left corner, to indicate the site is safe. This is not just for eCommerce websites.

Google Business Profile – Have you got one? Is your Google Business Profile profile populated, as in photos, service details, opening hours, blog items, reviews. Independent Google Reviews are fuel for your practice. Get as many as you can. Remember to reply to every single one of them. These are happy clients or people who are in need of attention. Read our Guide.

NAP – Include nap NAP everywhere that you write your address, search Google to see where you appear and ensure the NAP is exactly the same everywhere, including the Eircode.
Do any Google search of your name in an ‘Incognito window’ to see what people see on their computer when they do a search of your company. Whilst you’re there also do a search for solicitors in your town or area. Also do a search for the legal services that you want to promote in your area. Such as conveyancing in Dundalk or conveyancing solicitors in Dundalk.

Recruitment – Your website can also be used for finding new team members, rather than going through the expense of recruitment agencies. This tactic would generally be known as being a part of your overall content marketing strategy. This is where are you create content on your website that will attract people who are looking for certain things. Whether that be a specific legal service or a job in a legal practice that looks attractive to them.

Google Page Insights is a tool that is free and will give you an idea of the speed of your website. Google gives a lot of weight to a fast loading website, especially on a mobile view. Websites are being measured by Google more and more for their mobile view as a key metric.

Google analytics is also free and will give you an idea of the number of people travelling to your website visiting your website on a monthly basis. Use the overview to see how many people visit your website on a monthly basis to see if it’s going up or down. Google Analytics is a great tool but having a high numbers visit your website does not guarantee a conversion to a customer. In order to get conversions you continually need to add content and optimise content and compete with whoever your competitors are. A very simple search for a legal practice in your area will show you who is ranking number 1, 2 or 3. These are the competitors or people you’re competing with, so you need to be better than them. Read our Guide.

Google – With Google Ads you can spend a fortune easily. So if you want to use this platform, get to understand it or engage a specialist. It can be very useful in the short term or to use whilst you are working on your website and SEO. Read our Google Ads Guide.

Conversion. However, bear in mind even if you are number one and you get click through so people visit your website when they land on a page on your website. You have to work on the content in order to get them to convert from visitor to customer. This is your user experience as in UX through your User Interface referred to as the UI.

Reports – Ensure someone is producing a monthly report to measure the numbers. As Peter Drucker said “What gets measured gets managed — even when it’s pointless to measure and manage it, and even if it harms the purpose of the organisation to do so”. Ensure you get a Google Analytics report. And ideally have a report created, so that you can see the numbers at a glance.

As a senior partner you do not need to do all of this work. This is not what you’re qualified to do and could be way below your paygrade. Unless you engage someone who can deliver a high return in the long term and needs to be well compensated in the short term. Get a proper Digital Marketing Plan drawn up.

However, somebody has to do the work. It would be good if you could use some of these tools to see if the person, practice manager or web agency is doing a good job with your investment.
The bottom line is the practice should be kept busy. And ideally be able to recruit enough staff to deliver services. As a senior partner if you allocate a half hour every month to review these basic reports, you will then be in a position to see what is being done on your behalf.

Read the monthly reports from your Digital marketer. And if needs be, have a conversation about what needs to be improved. The Digital marketer will need a budget to do the search engine optimisation or create graphics for the website. And possibly doing advertising on LinkedIn or Facebook or anywhere where your potential customers are hanging out. Without sounding like an ambulance chaser you can have your content found when people do a search for chiropractor or osteopath or bad back or medical negligence. Get ahead of the curve.

How much time, hassle and money would it save you to have any and all advertising done online through your own website by a competent specialist agency?
Also posted here.

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