Joel Willis In the scenario of a potential client seeking your firm’s services, their initial course of action often involves visiting your website to assess if it aligns with their requirements. Assuming that your website makes a favorable impression, their inclination would be to initiate a dialogue. However, amidst the extensive list of qualified professionals displayed on your site, a perplexing question arises: who should they reach out to?
Facilitating this crucial next step for your visitors entails the inclusion of Key Contacts on your service, industry, and project/case study pages. These Key Contacts serve as invaluable signposts for prospective clients, offering clear guidance on whom to contact for discussing their specific needs. This approach eliminates the uncertainty that often accompanies choosing a contact from a lengthy roster, ultimately expediting the decision-making process in favor of reaching out to your firm. Not only is this technique user-friendly, but it also adds a personalized touch that surpasses the impersonality of dialing a generic phone number or filling out a standard website contact form. It streamlines the client’s journey and enhances their experience with your site, making it more likely that they will engage with your firm.
Admittedly, the implementation of Key Contacts can sometimes spark internal debates and politics within firms. Nevertheless, omitting them can have detrimental effects on the client’s interaction with your website. Therefore, it becomes paramount to refocus discussions with partners on the website’s target audience: prospective clients. The primary objective is to craft a site that serves the needs of potential clients and encourages them to initiate contact, benefiting both your clients and your firm as a whole. Illustrative examples from various industries showcase the diverse ways in which Key Contacts can be integrated:
Law Firm Examples:
- Obermayer displays Key Contacts in the sidebar on the Overview tab and prominently at the top of the Attorneys tab on practice and industry pages;
- Bowditch consistently presents Key Contacts with portraits in the sidebar across all tabs on practice and industry pages;
- Ligris features a single Key Contact at the top of the left sidebar on every practice and client type page;
- Peabody & Arnold prioritizes Main Contact(s) by listing them first among the attorneys associated with each practice.
Architecture Examples:
- LPA|A introduces Key Contacts with miniature circular portraits and their name and title after the introductory text on all project and case studies;
- DRA organizes Key Contacts on portfolio landing pages by type of work, aiding site visitors in finding their relevant Key Contact within specific sub-groups;
- Tighe & Bond showcases project leadership on project pages, allowing prospective clients to identify relevant contacts. Multiple project leaders ensure Key Contacts rotate in the sidebar, garnering more attention. On service and market pages, key contacts feature prominently among related personnel near the bottom of the page;
- Environmental Partners strategically positions service leaders at the end of each service page, highlighted by a vibrant coral band. Similarly, key project team members appear at the end of project pages;
- Sanborn Head maintains consistent Key Contacts in the right sidebar of service, market, and project pages for easy discoverability;
- Bryant, given its multiple locations, emphasizes Key Contacts on services and markets, including state-specific details. Project contacts are also readily available on project pages;
- Walker offers text-only links to key contacts on service pages, while project pages present a single Key Contact with a portrait.
Accounting (CPA) Example:
- Edelstein & Company places a line of text at the bottom of each service and industry page, indicating who to contact for further information.
Incorporating Key Contacts in this manner enhances the user experience, streamlines client engagement, and ultimately benefits your firm as a whole.
To wrap up
In conclusion, the strategic inclusion of Key Contacts on your firm’s website is a pivotal step in enhancing the client journey and streamlining their interaction with your services. By providing clear and accessible points of contact for prospective clients, you not only eliminate the guesswork but also offer a personalized and user-friendly experience.
Throughout various industries, these Key Contacts serve as valuable signposts, guiding potential clients towards the right individuals who can address their specific needs. This approach not only expedites the decision-making process but also fosters a sense of trust and connection between your firm and its clientele. While internal discussions about implementing Key Contacts may sometimes stir up debates, it is essential to keep the focus on prospective clients as the primary audience for your website. The ultimate goal is to design a site that caters to their needs, encourages them to reach out, and ensures a positive overall experience.
As showcased through examples in law, architecture, engineering, and accounting, the versatility of Key Contacts in various industries underscores their effectiveness in simplifying client interactions and benefiting your firm as a whole. Incorporating Key Contacts is not merely a website enhancement; it is a strategic decision that can significantly impact your firm’s success. By providing a clear pathway for prospective clients to connect with your experts, you create a win-win scenario, enriching the client experience and strengthening your firm’s position in the market.