Did you know that cupcakes -- the humble single-serving of cake in a cup -- are the engines driving economic recovery in cities from New York to San Diego and almost everywhere in between? Yes, cupcakes are a growing $6 billion industry in the U.S., feeding high-end bakeries and scores of related industries, including caterers and kitchen suppliers where consumers drop big bucks buying up the tools of the bake-it-yourself trade: muffin tins, flour sifters, cake decorating tools and even cake stands!
Stick with me here -- your law firm marketing is very much like a perfectly baked cupcake. And in a world where marketing is a cupcake, your law firm website is the flour. A light, pastry-perfect flour. How so?
Flour is the foundation of a cupcake. It's the protein in flour that gives structure to a cupcake. But, you have to be careful with that protein. Sturdy flours (higher protein) are used to support the tougher dough of breads. The cupcake, on the other hand, requires a finer, lighter flour (lower protein) to achieve that lighter-than-air, melt-in-your-mouth texture of the perfect cupcake.
Similarly, your website is the foundation of your law firm marketing. And, like flour, websites are structured differently for different purposes. The sturdy sales approach of a retail website supports their click-here-and-buy-now toughness. The law firm website, on the other hand, requires a more refined, professional approach to build trust and generate leads.
And, of course, just as you would never slip into the corner bakery and request just a cup of flour (blech!), you'll need more than just a website to market your law firm.
We're going to have some fun with this topic on Friday when James and I speak to the Wealth Counsel Florida Forum about finding the perfect blend of marketing technology for your law firm. Stay tuned, the photos alone should be worth it!