Marketing a law firm is a fine line between establishing your skills as lawyers, and not coming across as too pushy so as to put potential clients off. You need to show that you are more than capable of handling their affairs without sounding arrogant. You need to give them a reason to hire you.
The marketing process for any company is broadly similar: to establish a company in such a way that it is recognizable and trusted by those who know it. From here, any number of campaigns will cement your reputation and continue to reach out to potential clients. This means that you need to have a strategy in place and an idea of who you want to target both short term and long term.
Use Your Website
There are very few businesses that don’t have websites now and if you don’t have a website, you aren’t really competing in the market. That said, lots of companies do have a website but completely fail to use it properly and their best asset is completely wasted. If your website looks old, or it hasn’t been updated recently, anyone stumbling across it won’t take it seriously. In this game, looks matter.
A professional law website doesn’t necessarily have a particular look, but you can guarantee that it will spell out the services it provides, highlight some of the key players at the company like the partners and will also explain the areas of law you operate in. You need to assume that anyone visiting your site will need all the information rather than just the highlights. If they are unfamiliar with legal practice, giving only a brief explanation will force them to visit other sites that provide answers. Give them unique and thoroughly researched content, to make sure they stay with you and your site.
Which leads us nicely onto your blog. A blog is an ideal space for answering topical questions that will show your client that you know what you are talking about, but also that you are willing to share vital information with them to help them decide which lawyer to go with. The more pages a potential client visits, and the more answers you can give and anxieties you can calm, the more likely you are to gain their trust, and the more likely they are to convert.
This is why your website needs to be well designed, updated regularly and taken seriously. When you have a question, where do you turn? Google. And this is where your potential clients are turning too. Your website is there to persuade potential clients to convert into real paying clients.
Never Assume You Can Market Yourself Best
You might think that you are the best person to market your law practice but actually, just knowing the law isn’t enough to understand how to market yourself. Outsourcing marketing means that you will get a team of experts on your case, giving you the best possible output. If you are still worried, there are marketing companies, like Foster Web Marketing, who specialize in building websites for law companies and managing their marketing campaigns too.
Even though you will know your company and practice inside out, the advantage of outsourcing is that you will have to explain this to someone who has no real idea of how you work. This process will clarify what your unique selling point is and where your most marketable points are. Over time, your marketing company will not only understand your company as well as you do, but they will also be able to remain neutral enough to realize what the consumer may still not know.
Keep Your Aims in Mind
As with any marketing campaign, shooting in the dark is never a good option - you need a plan. You should start by identifying who you want to target and how you are going to catch their attention. For example, personal injury lawyers will want to target people who have recently had an accident. So, you might choose to target people who are using relevant keywords in their searches such as ‘personal injury’ or ‘accident at work’.
With this in mind, you then need to create pages that are relevant to these keywords and insert links through to the relevant services you offer. Then you can use an ad to direct people from their search directly to your website and then optimize everything to make it easy to convert. Whatever you do, make sure that you keep your aim in mind at all times. If it doesn’t work, try a new aim, but whatever you do, don’t neglect your marketing strategy.