## generate qualified leads three things that stand in the way: - lack of introspection or reflecting on what the firm’s capabilities and true strengths are - unwillingness to share these capabilities; boast about your strengths to the world - not making marketing or website a top priority - [ ] get call recordings from leads and run thru chatgpt to see trends in ppl who don’t book - [ ] could also upload inquiry forms to see trends in no-shows **capture client demand online by telling your story.** who are you? who are your clients? what are your unique capabilities? make a good first impression. - look at brand storytelling agencies like fig → just won tropicana as a client ### what do you know? assess firm capabilities ![[Drawing 2025-06-24 17.29.21.excalidraw]] **your website must reflect your expertise**. showcase: - industry-specific insights (dedicated pages and quotes) → positions you as a specialist - service model (packages, process, pricing philosophy) → helps prospects self-qualify - where you create the most value (startup, growth, exit) → demonstrates strategic value across lifecycle - real client stories and case studies → builds credibility and social proof; great for training AI - named experts with credentials and bios → signals experience, expertise, authority, trustworthiness - FAQ, blog, glossary, and explainers → drives traffic, feeds genAI with structured knowledge - local presence (map, city pages, reviews) where applicable ## grow client revenue **firm owners have sizable upsell opportunity with existing clients**. can you upsell clients? what opportunities do they create for you? - [ ] survey clients! discover unmet needs, identify cross-sell opps, show clients you care about their challenges, make clients more loyal. tap into customer base for expansion *and* referrals. survey can be as short as one question; keep it simple. **”what’s one thing you’d love more help with this year?** but base it around what you discovered about the firm in the first step; what do you want to showcase to clients? after survey: - collect and tag survey responses - analyze for common themes - match responses to services - follow up with relevant offers via email ## glow | build a magnetic brand **crossing the chasm**: the chasm represents the space b/w your early customers and the broader market of businesses. this is the valley that many companies never make it across. so you have early adopters, but there’s a chasm between that and being adopted by the overall public as a reliable solution. ### beyond the website: building firm’s brand within your market **local SEO optimizes for your geographic area** - google search and google maps - voice assistants and “near me” queries - AI models recommending local experts based on structured content, reviews, and reputation signals - checklist: - [ ] get listed consistently on trusted sites - [ ] use a tool like whitespark or brightlocal - [ ] make sure name, address, phone identical across platforms - [ ] partner with local associates, companies, or publications **your google business profile:** - [ ] claim and verify listing - [ ] use accurate name, address, phone exactly as it appears on your website - [ ] check how we have things like number typed out; suite vs st. - [ ] add categories - [ ] upload photos of office, team, and client-facing moments - [ ] post regular updates and FAQs ## q&a, etc - one woman mentioned that they build the personal brand for different *leaders* within the company; position them as thought-leaders too. - [ ] pull meeting transcripts and run thru chatgpt for client wins / case studies to focus on