In this episode’s discussions around the Community Table:  Building an effective landing page is critical to making the most of your pay-per-click marketing dollars. Getting “clicks” is one thing, but then what? Hear how to craft a landing page that drives visitors to the next step: hiring you. Go beyond “call now.” Show why you’re the lawyer for the job. What makes you different? Referrals can be a big part of building your business, but getting them takes careful marketing and effective business relationships. It’s a two-way street. Be a friend to have a friend. It comes down to communication: if done well, it can be your cheapest marketing tool Building your business strategically helps you manage cash flow. If your practice area is too broad, you may be spreading your time across too many channels. And that can lead to cash shortfalls throughout the year. Understand what your business is really about and focus on that. You’re thinking of breaking away from a firm and starting your own practice? Hear some real-world advice from lawyers who have been there, done that. Mentioned in this Episode: Seth Godin, “The Mythical Head Of Marketing” Seth Godin’s blog Join the next Community Table live. What’s on your mind?