Many attorneys are coming to the conclusion that simply sitting back and waiting for the clients to come to them is not the right way to go about running their law firm. More and more firms are buying into the idea that they really need to market their services in order for the business to reach its full potential.
It takes hard work to develop a healthy pipeline of leads and customer prospect and it’s important to take full advantage of the exposure that online marketing brings. However, doing this is easier said than done. To help you get your business soaring here are some key tips on how to market your law firm online.
Identify your ideal clients and get to know them
One of the most important aspects of marketing both online and offline is target audience. If your marketing strategy is slightly off the mark then your ideal client base is simply going to pass you by.
This is why it is so important to know exactly who your ideal clients are. Learn what they want and what you can do for them, this will help you to present your firm in a positive and attractive light.
2. Use personal branding to your advantage
Visitors vising the website of a law firm will not be content to only be able to view the basics of the company. Testimonials and clear cut descriptions of services are useful but they are dry and devoid of human connection or emotion.
Most people looking for legal representation are doing so because they are involved in a situation that is stressful and upsetting.
They are going to want an attorney that not only is skilled in their profession but is also a kind and empathetic person. This is where making use of personal branding could be the best thing you could ever do. Every single attorney within the firm should aim to develop a strong online personal brand and an online presence. A great way to start is to create a detailed LinkedIn page.
3. Keep it local
When you are ready to get into the nitty gritty of online marketing such as SEO procedures it’s important not to think too big.
Keep it local. For example, if your law firm is based in Boston there is no point in marketing to potential clients in Dallas. In order to make the most of your locality you need to get listed in all of the local directories that you can, you should also rank for keyword modifiers that are local and then build it out from there. It’s highly likely that local people would rather work with a law firm on their doorstep than head further out, make sure you take full advantage of this.
4. Use Video Content
There is a stereotype of law firms. The view that they are old fashioned and stuffy. This can often dissuade people from seeking help when they really do need it. In order to really market your law firm online you need to prove this stereotype wrong.
Creating video content is a great opportunity for any law firm wanting to stand out online.
YouTube is the most successful content sharing platform in the world and there is no reason that it can’t work for lawyers.
Building a YouTube channel that includes videos detailing specific areas of practice as well as example cases and introductory videos for each attorney in the firm will really help to boost online presence and build a connection with potential clients. If you don’t want to go down the YouTube route then you can still use Video content to your advantage.
Create a short yet informative video that explains what you do and why you do it. You can end the video with a call to action inviting visitors to enter their email address in order to get more information or answers to questions.
As soon as you have their email address, you have the ability to market directly to them, you can completely cut out the middle man and go direct to clients.
Place this video in prime of place on your website homepage and watch the clients roll in.