Marketing & Branding Advice

The Case for Key Contacts


Imagine that a prospective client has been referred to your firm. Their next step will likely be to visit your website and see if your firm meets their needs. Assuming your website makes a great impression, they will want to start a conversation. But of the long list of qualified people on your site, the question arises, whom should they call?

Help your visitors take the next very important step by adding a Key Contact on service, industry and project/case study pages. A Key Contact is extremely valuable to prospective clients as it clearly identifies whom they should get in touch with to discuss their needs. Taking the guesswork out of the equation significantly helps clients make a decision to reach out to your firm, quickly. This technique is more user-friendly than trying to pick a person out of a long list. It’s also more personable than calling the main phone number or filling out the website contact form.

We know adding key contacts can sometimes stir up strong internal politics. For this reason, many firms don’t bother to identify key contacts for any or all of their services. But leaving them off can be highly detrimental to your clients’ experience with your site. Thus, it is vital to guide the discussion with partners back to prospective clients as the target audience of the website. What matters most is designing a site that is useful for prospects and encourages them to get in touch. It’s a win-win for your clients and your firm as a whole.

Law Firm Examples:

Peabody & Arnold – The Main Contact(s) are broken out from the full list of attorneys associated with each practice.

Modrall – Within the Attorneys tab on practices and industry pages, there is a red band at the top of the page that highlights the people to reach out to for more information.

A/E/C Examples:

Walker – The expertise and client (market) pages include one or two senior-level related people.

Tighe & Bond – The project pages show project leadership, which a prospective client may wish to contact if they have a similar need.

Accounting (CPA) Example:

Edelstein & Company – At the bottom of each service and industry page, Edelstein includes a line of text indicating who to contact to learn more.

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