About 78% of all small law firms say that acquiring new clients is a significant challenge. Other challenges include increased competition and price sensitivity.
Not many law firms have successfully addressed these challenges. Your firm may be able to by using creative law firm marketing strategies to generate leads and clients.
Your firm has to use marketing tactics to reach the right people with the right message that communicates the value of your firm. Read on to find out what the top law firm marketing ideas are.
1. Smooth Website Design
The world has shifted to a digital world, which means that you need to be online. Yet, almost half of all solo attorneys don’t have a website. Nearly all larger firms have one.
People search for attorneys online, which means that if you don’t have a website, the other firms will get clients.
Your website will serve as the main point of your digital marketing efforts. The design needs to communicate what your firm does and for whom. It also needs to be attractive.
Preszler Law has a great example of a website that inspires action. When you visit the site, you learn about the specialties, who they are, and see testimonials. They have several places where you can schedule a consult or chat with a live representative.
Make it easy for people to schedule a consultation or to get more information about your firm. That’s how you create a highly-qualified lead.
2. Local SEO
The website needs to be search engine friendly as well as user friendly. Since people will look for an attorney online, you have to invest in local SEO to appear in those search results.
The top search results get the most traffic, which turns into revenue for your firm. Aside from having a search-friendly website, you need to have your business listings filled out on Google and Bing.
3. Paid Ads
Paid ads can be expensive for law firms, but one client from an ad campaign can deliver a significant return on investment if you do it right.
You don’t want to run an ad that sends people to the home page of your website. Send them to a specific landing page that is relevant to the search.
For example, if you defend people who were driving while intoxicated, you can run an ad for the search term “drunk driver law firm” and related search terms.
You can send them to a landing page that talks about your firm’s experience and success in these cases. You should have a signup form for people to schedule an appointment.
The law isn’t easy for the average person to understand. You need to build up that trust by showing off your expertise.
You can do that by blogging about different topics that are related to your specialties. Blogging is also great for SEO. You need to make sure that you target the right search terms to be found in search results.
Learn which search terms are the best to target by using a tool like Ubersuggest or other free keyword search tools. You’ll be able to see how often they’re searched and how hard it is to rank for those terms.
5. Email Marketing
Once a month, send out an email to your list that details your successes. Demonstrate how you were able to save a client money by going toe-to-toe with an insurance company or won a case for them.
You can also use the email to spotlight different attorneys at your firm. This is a way to humanize them and show people that there’s another side to the people who work at the firm.
The result is that your law firm will stay top of mind with your audience. They’ll remember to use your firm if they need to or refer your firm to someone they know.
6. Record Videos
Video marketing is the next big thing in the digital marketing world. Billions of hours of video are viewed across YouTube, Facebook, and other social media channels each day.
Video content is a way to connect with potential clients. It’s another way to show your expertise. You can also improve your search results by posting videos on YouTube.
7. Social Media
What should you post on social media? If you record videos and write blog posts, then you should have a wealth of information to share with people.
About 18% of Americans get their news about current events primarily from social media. Others still get news from social media while looking at other sources.
You can use that to your advantage by telling people how the news impacts their lives. A law firm that specializes in tax law can post about PPP loans and how they can impact business taxes.
You don’t have to wait to write a long blog post about it. You can write a social media post that goes over some key points and then write a more detailed blog post. You’ll have two social media posts out of that one topic.
You’ll show your expertise and provide up to date information that’s relevant to your audience.
The Top Law Firm Marketing Strategies
The legal profession is highly competitive. If you want to stand out from the pack, you have to be creative. These law firm marketing strategies will give your firm an edge.
You don’t have to implement all of them, but you do need to do the ones you choose consistently. That’s how you’ll build momentum and create a consistent stream of leads and clients.
Did you learn a thing or two about marketing your law firm? Then check out the Business section of this site to get more tips to help you run your practice.