In a legal practice, getting clients through the door is one of the key aspects of being successful. Like any other business, building your business brand and getting your name out there for clients to find dramatically increases your chances of attracting clients. In other words, it pays to market yourself as a lawyer. Yet, not many legal practices prioritize marketing. As a result, they find themselves overshadowed by over 1.3 million attorneys in the United States. With so many different kinds of practices out there, it is easy to get lost in the legal business world. To ensure your legal practice succeeds, you need to implement the right marketing tactics—starting with creating a brand online.
Showcase The Personal Brand Of Your Lawyers Online
While consumers are embracing the digital age, they also want a human touch to it. One of the most important places where law firms fail in their marketing strategy is that they project a robotic image. However, when providing a service such as legal advice consumers want to connect a face with their needs. Therefore, start with adding partner profiles to your website or introducing partner takeovers on your legal practice’s social media pages.
Around 80 percent of law firm website traffic is to partner bios, says Ana Levin of Everlaw. Clients are more inclined to hire a lawyer they connect with and trust. By creating a strong partner profile, you can kickstart this. Be sure to include all the relevant details such as their expertise, contact details, and a tagline.
Build Your Online Presence
Creating a stronger online presence helps to make your legal practice accessible and visibly to more clients. After all, the internet is the most popular way to find a lawyer or seek legal advice, according to a FindLaw survey. Approximately 38 percent of people say they would go online to find a lawyer but almost all of them start their legal search online. This presents multiple opportunities for you to create leads, which can later translate into successful clients.
Building an online presence also helps you establish yourself as a reliable legal resource. Trust is paramount between lawyers and clients and a strong, favorable online presence can help this process. One way to do this is by creating an informative, well designed, and customer-centric website. Besides having optimal specifications like minimal load time and clear contact information, you can also create a dedicated space on your website for legal articles and blogs. Since most people begin their legal research online, creating content that answers common questions they may have, can build client trust. If done well, a legal blog can also utilize SEO practices to increase your website’s ranking and visibility in search engines. Here are some resources that can help you build your online presence as a lawyer:
- Forbes’ Five Ways For Legal Marketers To Create An Engaging User Experience
- SEO for lawyers: the ultimate guide to achieving page 1 rankings and,
- HG.org’s 5 Easy Ways for Lawyers to Improve Their Online Presence
Capitalize On Local Marketing Techniques
Did you know that 93 percent of consumers wouldn’t be willing to travel more than 20 minutes from their homes to make a purchase? The same goes for legal services. Around 97 percent of consumers head online to find local businesses or in this case, local legal services. Increasing your presence in local directories for law firms such as lawyersnearbyme.com can help you target nearby residents.
Additionally, you can increase your business presence in the local community by getting involved in community events. Local Search Engine Optimization comes in handy here too. Use a service in location tool to generate keywords optimized for local SEO. Approximately 46 percent of Google searches have local aims.
Promote Your Content And Resources
Lastly, invest in promotion strategies for your legal firm and website. While you can develop a mobile-friendly website and legal blog, it would not get noticed without the right promotional moves. One of the ways you can do this is to ensure your website is easily found by online searchers i.e. invest in SEO. Another great promotional route is the use of client reviews and testimonials. Approximately 88 percent of consumers trust online reviews as much as a personal recommendation. Reviews also drive traffic to your website at a 10 percent higher rate.
If you find these strategies to be too unfamiliar, then you can also choose to outsource your marketing needs to a specialist firm. Like any other industry, competition is fierce in the legal field. Not only do you need to be able to have a good case record to be successful, but you also need to be able to generate leads. A good marketing approach is vital in helping you do this.