You can be the greatest law firm to bless the judiciary system, but if no one knows about you, your clients won’t reach you no matter what you do.
Law firm marketing fixes that pesky little problem.
Law firms need a marketing plan that’s well suited to who they are as well as the services they provide. If you’re wondering what law firm marketing is all about, check out these top five marketing tactics to put you on the right path.
Law Firm Marketing 101: 1. Build Your Brand
Which is another way of asking, who are you really?
The first —and most important— marketing tactic is creating the foundation of your brand.
This is not about fancy letterheads and business cards. Your brand should be built by carefully selecting the right message you want to send to your audience.
These fundamentals should address the uniqueness of what your firm brings to the table and your value proposition.
For example, if you’re all about handling bankruptcy cases, then a gentle approach towards clients —who are already skittish— can work wonders.
2. Provide Evidence for Credibility
This tactic revolves around answering the following question: why should I trust you as a client to know what you’re doing?
Using active and passive marketing activities, you can present all the awards you’ve received, reviews from your past (or current) clients, as well as case studies to display your expertise.
3. Showcase Your Capability in All Practice Areas
A big no-no is focusing all your attention on one practice area, and sort of forgetting to shine the light on your other services.
This faux-pas tends to send the wrong message that you’re a one-trick pony and you’ll miss out on clients wanting help in those forgotten practice areas.
Therefore, make sure you’re communicating the full extent of what you can do as well as show that you can not only deliver, but also go above and beyond the call of duty. You can do so by using reviews and case studies.
4. Run SEO Campaigns for Visibility
If you’re not on the first page of Google search results, you’re only getting 25% of the people who’re searching for a law firm. Your competitors, the ones on the first page, get to be seen by 75%.
With 93% of online experiences beginning with a search engine, you can’t afford not getting your firm on that first result page.
In short, you need to be seen in order to get clicks and traffic. Clicks equal clients.
5. Optimize Your Landing Pages
Building on the previous tactic, after finally getting your potential clients to click on your page, you can’t have it looking like a mess.
Because there is a huge difference between just getting higher traffic, and getting more paying clients.
This is where optimizing your landing page comes in. Your landing page should be set to inspire a specific action, as well as optimized for specific action-based keywords like personal injury attorney so that your clients can start taking action.
Ready to Learn More?
Setting up a concrete law firm marketing plan might be a bit time-consuming in the beginning, however, it can truly boost your client-base in ways nothing else can.
If you want to learn more about marketing in general regardless of your business industry, make sure to check out our business section as well as our digital marketing category for all the tips and tricks you could possibly need!