Everyone, at some point in their life, will need a lawyer. This makes your law firm invaluable, but not impervious to risk. Competition can be fierce in the legal world, and obtaining a healthy list of clients and casework is essential to thrive as a business. Now, while streamlining admin processes and hiring the best talent can be a great business point, you will need to address one key consideration – notoriety. Do people know of your firm? Will you be the firm they turn to when they need your specialization? If they don’t know who you are because they have not yet heard of you, then you must make changes to your marketing and PR strategy immediately. There are so many opportunities to bring a new client in, so diversify your marketing efforts and use this guide as a reference.
Improve Your Website
Law firm websites are critical to success. A great website shows clients not only what you can do, but that you have the budget and attention to detail to follow through. You want everything to be attractive, easy to use, and to subtly call your potential client to action. To achieve such a site, you need to first forget about trying to create it yourself. Law firm website design is something that should be left to the specialists. Leave the IT and web design experts to help you create and publish a professional and attractive lawyer website design, and you’ll see an increased ROI on all future marketing efforts.
Create Educational Content
Creating educational content is a great way to get your name out there, boost your reputation, and as a bonus, work on your lawyer SEO strategy all at the same time. Some great examples of where you can publish this educational content include:
On Your Site
One of the best ways websites for lawyers can increase traffic is by publishing content. People want to know the different legal practices and what needs to be done, even if their final realization is that they cannot move forward without you. Simply knowing what they need to do to, say, buy a home or get a divorce, can make the entire process less stressful. They will also be able to turn to you, as the expert, to seek out legal representation to make their divorce a smooth process.
Some content you can publish includes:
- How-To Articles
- Legal Process Explanation Processes
- Legal News Updates
Off Your Site
Some off-site publications you should consider writing for include:
- For Universities
- For Magazines
- In Newsletters
- On the Right Social Media Sites
This will get your name out there to communities who are interested in what you do and is also great at building up your reputation and your search engine ranking.
Focus on SEO
SEO is a great way to get ahead of your competition and to ensure your site is easy to use. This is because to rank well on Google; you need more than just quality back-links. You need to have an attorney website design that looks great, works well, and is fast and secure. All of these qualities will impact user experience, but don’t worry if you don’t know where to start. Instead, find a lawyer SEO company that specializes in your practice so that you can get your name out there, increase organic traffic, and improve your Google ranking. Law firm SEO strategies can significantly boost your exposure, but only if you play the long game. Follow up with all the other suggestions to solidify your reputation and continue to improve all of your lawyer websites.
Make Full Use of Free Law Firm Marketing
Get on every networking site and ranking site for law firms, from law firm directories to even yellow page directories. By being on these listings, you will be up front and center to the people in your area who are looking for a law firm in your expertise.
Offer Great Customer Service
No matter what, aim to provide exceptional service. One client does not begin and end with that case. If that client loved working with you, they would work with you again, and they are also far more likely to recommend you to their friends or family. In fact, many people choose lawyers based on the personal recommendations of their friends and family, so make sure your company is one that is spoken about positively at the dinner table.
Become a Leader in Your Field
To be the top choice, you must be infamous. This doesn’t mean you need to be on television and you don’t need to have represented a famous client. Instead, create content. Teach. Guest appear on radio shows. Give your expertise to media organizations. Become a thought leader whose name shows up again and again on your specialty, and people will automatically want to choose you since they see you as the best. Some great ways to become a thought leader in your field include:
Speak at Symposiums
Be a guest speaker for events, symposiums, and more. This way you will not just get your ideas and expertise out there to a room full of relevant people, you will also get your face out there.
By teaching on a part-time basis at a university or college, you expand your credentials. Even if you are just there as a guest speaker for one lecture of the year, this can be instrumental towards improving your reputation.
Guest Star on Radio Channels and Podcasts
Another great way to get your name and expertise out there to your community is to appear as a guest star on radio and podcasts. Say there is a famous story about company negligence that is going around your town. Apply to guest speak on the radio show to give you input on what the legal recourse is likely to be. Very rarely do lawyers cater to an international audience. By focusing on becoming a familiar figure in your community, you make yourself their first choice for a lawyer.
Build Up Your Referrals
Finally, you want to build up your referrals. How you do this will depend on what specialty you have and what the rules and regulations are. You can create a referral program, for example, or simply improve your ability to network. Either way, word-of-mouth is powerful, and you need to get more people talking about you to their friends and family.