Spencer, Fane, Britt & Browne, a Kansas City law firm, works with professional building contractors. In 2005, they committed to positioning their firm as thought leaders to Midwest construction industries. The result was Midwest Construction Law, a comprehensive online resource that targets regional construction companies.
Midwest Construction Law has positioned Spencer, Fane, Britt & Browne as a thought leader and resource to Midewest construction firms. The web site provides a one-stop shop for information relevant to contractors, including articles, educational teleseminars, a blog, and a free e-booklet called How to Use Your Law Firm to Get The Most from Your Construction Business.
“Our thought leadership efforts have given us credibility and notoriety in our target market,” David Seitter, an attorney and construction expert with Spencer Fane Britt & Browne in Kansas City, MO. “When I hand my card to a prospect with the tagline, ‘If you want more information about the construction industry, visit www.midwestconstructionlaw.com,’ it really piques their interest because they see that we are committed to the construction industry.”
Midwest Construction Law begins a conversation with prospects considering a legal firm. But instead of functioning like a typical law firm web site that focuses on selling the firm, Midwest Construction Law attracts prospects by providing useful information, and by providing value and instead of merely asking for business.
“More people are researching business issues online,” says Seitter. “They don’t want to be sold, but welcome online resources that help them make informed decisions. Our site has generated three great speaking engagements at construction conferences, and up to eighty participants regularly take part in our teleseminars.”
Spencer, Fane, Britt & Browne’s commitment to educate construction firms not only generates goodwill, it turns prospects into clients. “Because we provide so much useful information, prospects spend time on our site educating themselves. It’s only natural that some companies contact us and say, ‘I see you do succession planning. Can I talk to you about it?”