By: Don Silver

So you have a good Web site. You use social media. You network offline, and tap Outlook to stay in touch with peers and referral sources. But could you be doing more to drive traffic to your site and generate even more leads? Some think “eCommerce” is for eBay sellers, Amazon and other online merchants. The truth is: Any service provider, attorney, accountant or real estate professional who uses the Web to generate leads, awareness, traffic – and sales, can maximize his or her Web presence to drive commerce. Some law or accounting firms are consumer focused. Some real estate brokers seek only commercial transactions. Web site and search engine optimization (SEO), search marketing and social networking all play a role in successful online practices, regardless of whether the professional is B2C or B2B. Success stems from maintaining your online presence, establishing your credibility, getting involved in online conversations, and tracking where all that is taking you.  The reality is that few law firms seriously consider the Web as a business and practice development tool.  This must change.  These 13 tips can help bolster your online presence and results.

1. You are a merchant. Think of yourself that way. e-Commerce might seem contrary to a professional like an attorney or accountant “sells” his or her services. But the basics remain the same: You must market yourself and your skills, generate exposure, awareness and traffic, and then close the deal.

2. Focus on driving traffic. If you rely on the Web for business leads, everything you do should help steer people to your site – and, more specifically, to your practice area anRequest for Information link on your site.

3. Listen to what clients are saying. You can learn a lot from a customer or prospect – where they network, who they know, the problems they’re facing, the help they need. Successful vendors and service providers learn to listen, anticipate problems, provide solutions.

4. Pool your data. Having listened to your clients, you no doubt have key data across you filing system. From email correspondence to your contact manager to conversation notes in a file, integrate this data into one source (like Notes in Outlook or an Excel spreadsheet) to know your customer better.

5. In the online world, email builds relationships. It’s as natural as breathing, and drives loyalty. Whether you create a formal electronic magazine (using services like iContact or ConstantContact), or just send emails to key names from your address book, email is a great first step.

6.Invite feedback. Outreach is a conversation. Whether via email, social media or other means, it’s a series of two-way streets that encourage dialogue. Engage your customers to better understand their needs – and let them know you’re listening.

7. Use search and paid search. SEO is vital. So, too, is paid search. Everyone competes for t come top natural search placement. Fewer compete for paid listings – the small ads tha up atop the search results. Since clients often start their hunt for a service provider with a search, paid search lets you pinpoint your target audience and pay to rise above the pack.

8.Partner with your P.R. or marketing firm. Work with your Web site’s developer to maximize your site’s – or your specific practice-area page’s – visibility. Often, lawyers or professionals within a big firm don’t have much say over the overall site’s content. But you should own your specialty area page.  8Know your keywords, get your webmaster to incorporate those words into tags, title tags, metatags and keyword implementation. Moreover, suggest (demand?) that your specialty area is placed as a button on the firm’s home page (or on the Practice Areas drop down menu) – so it’s easily navigated to by those who land there.

9. Get into social media. Twitter and a Facebook Fan page can be ways to feed news and opinion to followers and friends. LinkedIn’s connections and introduction capabilities are more compelling and powerful. Know the power of social media, whether your clients are using it, and how you can add to the conversation. The goal here is to stay on your clients’, contacts’ and referral sources’ radar screen, to keep them apprised of your new commentary and current events – and to create an ongoing conversation.

10. Communicate across channels. Outlook, Linked In, your Web site, Facebook, Twitter – reach out across all the channels where your clients to ensure your message gets delivered. Integrate this messaging with your media, community and industry relations. Why? Because social media and networking should be an extension of your traditional marketing.  It’s not one or the other; implementing the fundamentals of both will incrementally grow your online presence.

11. Request – and post – testimonials. Like a retailer’s restaurant reviews, people put faith in what others have to say. Opinions and positive reviews often can nudge people off the fence and help them make a decision.

12. Use analytics. Where’s your traffic coming from? What sites or engines are steering viewers your way? Get your webmaster to generate reports (using the Web site’s o analytics tool or a free service like Google Analytics) to determine which engines, words, terms, phrases or referring sites are most effective. Then pound away at those sources. This doesn’t stop with your Web site. Track the sources of calls, inbound emails and other inquiries. Use new, online relationships to bolster existing face-to-face relationships. Remember: Success online still is no substitute for marketing the old-fashioned way.

13. So the traffic’s arrived. Now what? Once visitors have arrived, seal the deal. Place calls to action on every page, including links, phone numbers, emails, short forms, and requests for information.

Professional services are not store-front or traditional ecommerce retailers. But some of the best practices of general commerce can boost traffic, awareness, and sales. Use the Web, social media, your contacts and networking to generate leads, maximize your Web presence, build your credibility, and close the deal.