Promote your Web Site with offline resources:
Many potential clients who visit your Web Site will do so because of something they have
read, either on paper or in an e-mail, not because they are looking for it on a Web search
engine. That does not mean that search engines have no value - just that search engines are
not the only way to for people to find your Web Site.
Marketing of your web site via traditional means is as important as on-line marketing of your site.
- Literature: Update all of your firm's literature (press releases, letterhead,
fax cover pages, business cards, newsletters, invoices, etc.) and put your Web Site
address directly after your firm's physical address and phone number. This provides
potential clients with the opportunity to learn more about your firm on their own, at their convenience.
- Yellow Pages: Add your Web Site address to your Yellow Page listing. Having a
Web Site listed by your name in the Phone Book differentiates you from other firms. Again,
this provides potential clients a chance to learn more about your firm on their own, at
- Phone: Make sure everyone who answers your firm's main phone line knows how to
say the Web Site address, and knows what information is available on the Web Site (so they can make appropriate referrals). It does not reflect well on the firm if all of the staff cannot do this and instead they stumble over the URL of the site, or cannot describe what is on the site.
- Voice Mail Messages: Add the Web Site address to your firm's main voice mail
message. Be sure it is mentioned on the both the busy and after-hours messages.
- Publications: If you write any articles for publication, request that your firm's
Web Site address appears with your name at the beginning and/or the end of the article.
This can bring broad attention to your firm's Web Site and should used as often as possible.
- Press: If you have the opportunity to speak with the press always try to mention your
Web Site address.
- Announcements: When announcing a new publication or an addition to your firm,
always mention that details of the new associate or publication are available on your Web
Site (and be sure that they are!).