Many law firms, particularly local ones, are capable of generating a certain percentage of new business through referrals and word of mouth. In today’s landscape, it’s essential to complement this tactic with a wider marketing strategy, both digitally and in the community. The first place potential clients are going to look for a law firm is online, so it’s important that you have a strong online presence and are a trustworthy brand. Here are a few key pointers to consider when building a fantastic law firm marketing plan:
Invest in a good website
As a law firm, the majority of your clients will visit your website at least once before deciding to use your services. This study revealed that 46% of people who received a referral from a friend still went online to research the referred lawyer’s or firm’s website, and then went on to search online review sites before even making initial contact. This is because choosing the right law firm can be a daunting decision. Potential clients want to make sure they are choosing a credible law firm they know they can trust. This is why it’s so important to have an up-to-date, professional-looking website that is fast, easy to navigate and works hard for your brand.
Your website is often someone’s first impression of your firm, well before they have spoken to anyone via phone, email, or in person. So make sure that your website reflects your brand values and tone of voice, and ensure that all contact information and calls to action are clearly visible.
Create client personas
Use your existing clients to get an idea of what your potential clients might look like, create client personas for the sort of people you wish to target. Think about their background, demographics, their challenges and pain points and how you can help them. This will help you build a marketing strategy based around targeting this type of person, which will outline the best marketing channels to use and what type of content to create.
Follow SEO best practices
You may have a fantastic website for your law firm that is sure to generate conversions, but unfortunately this doesn’t mean anything unless people are actually able to find your website. We would highly recommend putting together a detailed SEO strategy to ensure that you are visible in relevant searches. For example, ensure that you are targeting long-tail keywords that are relevant to your business (e.g. ‘Hertfordshire personal injury lawyer’ instead of just ‘lawyer’). Find out more about creating the perfect SEO strategy here.
Don’t forget to claim your Google My Business profile and make sure all of the contact information and opening hours are up-to-date. This is particularly important if you run a local law firm!
Position yourselves as ‘thought leaders’
Use your content marketing and social media, as well as other methods such as guest speaking and award entries to position your company as thought leaders in the legal field. If you specialise in a certain type of law, market yourselves as the go-to experts in this area. Alternatively if you are a local law firm, use the same methods to position your firm as the place to go for all things legal in your local community.
Engage with the local community
Become involved in the local community by volunteering and fundraising for local charities or groups, sponsoring a local sports team or joining the region’s Chamber of Commerce to get to know other businesses in the area. Spread the word about these activities on social media, and follow and engage with local businesses and their owners. This will allow you to build up a network of contacts in the local community and will help your business to become a household name in the area.
Have a strong social media presence
Use social media platforms to give people an insight into your business, your team and your brand values. This is your opportunity to get creative and show potential clients your unique selling proposition and why they should choose you over the competition. Try to avoid pushing your services too much, instead focus on posting content that will engage and educate your audience. Create a content calendar detailing what topics you are going to post about and when. Don’t forget to use video content!
Ask for client reviews
Customer reviews and testimonials are important for every business, but especially for a law firm, as potential clients want to know that you are reliable, knowledgeable and trustworthy. People want to know they are in safe hands when it comes to legal support, which is why it is essential to have client reviews on your website as a form of social proof. As well as asking for testimonials for your website, you should also be asking satisfied customers to leave reviews on Google. Check out our blog on client testimonials here to find out more how to ask for feedback from your customers.
If you would like any more tips or advice on creating the perfect marketing strategy for your law firm, drop us an email, we’re always here for a chat!