Law Firm Marketing Online - The Attrition Factor
You are here: Marketing articles >> Minimize Attrition
by Brandon Cornett
Attrition is the enemy of law firm marketing online. So to be successful in your Internet marketing, you first have to understand the concept of attrition. You also have to work hard to reduce it. Let's begin with a basic definition.
What is Attrition?
The Merriam-Webster dictionary defines attrition as "a reduction in numbers usually as a result of resignation, retirement, or death." Don't worry, we're not talking about retirement or death here. But we are talking about a reduction in numbers — and the size of that reduction has a direct impact on your law firm marketing success.
Attrition In Law Firm Marketing Online
Now let's convert the Merriam-Webster definition for Internet marketing purposes. Attrition refers to people who "drop off" along your marketing process, somewhere between first contact and client acquisition.
Usually, there are several attrition points in any law firm marketing process. The good news is, each point of attrition can be improved — that is, you can minimize the number of losses at each step of the marketing path.
A Law Firm Marketing Scenario
Here are some examples of online attrition points, and what you can do to reduce them.
- Attrition Point #1 — A lot of highly qualified prospective clients may never even find your website or blog. But you can counter this by focusing on online PR and search engine optimization (SEO).
- Attrition Point #2 — Of those people who do find your website, many will leave if they don't find anything of value. But you can counter this by constantly adding useful content and resources to your website.
- Attrition Point #3 — Of those people who (A) find your law firm website and (B) find it useful, some will leave without making contact with you in any way. But you can counter this by using lead-generation techniques on all key pages of your website.
From this brief sample, you can see how attrition shadows all aspects of your law firm marketing online. On the positive side, you can also see that for every point of attrition, there are things you can do to increase the number of people who continue along in the process.
Related article: Website Lead Generation