The other day I was doing some research online and came across a website for a Legal Nurse Consultant (I think), who was using her LNC practice website as an umbrella for what we marketers call “chasing dollars”.  Let me explain. It was an obviously home-made site that had all types of pay-per click advertising on it; Go Daddy or Yahoo site advertising type of thing. As if that wasn’t bad enough, on the “ABOUT US” tab she stated that she was a Registered Nurse, a Legal Nurse Consultant, an Avon representative, a candle distributor, capable of attending Independent Medical Exams, sold Tupperware provided resume writing services.  All I could say was wow!

“Dollar chasers” is the generic moniker that the marketing industry gives to companies, individuals and entrepreneurs that keep adding non-related services in a chase after the almighty dollar. Now believe me, I do not oppose dollars. Rather, I am amused when a company, like a gas station I recently passed, which offered the best fried chicken in the Midwest, car repairs, laundry services, travel services and spray tans, is able to put all of that on a sign. So I asked my son, “Are they really good at all of those things or do they just keep adding services in hopes of making more money?” He just laughed and went back to texting.  My thoughts were a bit more cynical I suppose. What do they do? They didn’t even advertise that they sold gasoline for goodness sakes! So are they a restaurant, a laundry & tanning place or should I give them my VISA number and book a trip to the Bahamas? As I drove away, the one thing I was certain of is that I would not be doing business with them whatever they did.

I thought of that gas station after I came across that LNC website.  Again, this time only slightly cynically, I said, “Wow, is there anything she doesn’t sell? Wonder if Silpada will be coming soon?” As a pr

ofessional marketing consultant, my first impression of the site and the LNC is that I would never do business with that firm. She may be fully qualified to offer all of those services; however, she offers them at the same time, in the same place and infers that she is equally good at all of them.

Don’t misunderstand. There is nothing wrong with having multiple and distinct sources of revenue in your practice. I am successful as a result of having different revenue streams. Some merge but most do not. Your Legal Nurse Consulting practice website should be just that. If something you sell, market, distribute, are spokesperson for or have invested in isn’t related to your LNC business then don’t put it on that website. Your LNC website should not be an umbrella for all that you do. It should set you apart as an expert worthy of being hired by top attorneys around the country.

If the other “businesses” you have or work with are worthwhile invest a small amount of money in them and start separate websites for each business. The money is well spent, the SEO is more effective and the visitor-to-client conversion is much greater.

Umbrellas are to protect you from the rain. An umbrella website is like borrowing a different piece of clothing from five of your best friends and wearing them together as an outfit…unmatched and not truly representative of you. Don’t make visitors/potential clients guess who you are and what you really do? Make your website the absolute best first impression that a potential client can have of your Legal Nurse Consulting Business.  Because like you’ve heard so many times, you only get that one chance.

Check out our online course analyzing LIVE Legal Nurse Consulting Websites, here for Do’s and Don’ts on building a practice website.

Tags: dollar chasing, Marketing, pay per click, revenue streams, umbrella, website analysis

This entry was posted on May 22, 2011 at 7:56 pm. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

Posted in design Marketing for LNCs Revenue Streams SEO Web Design & Hosting by lncprac No Comments Yet