If you’re just starting out as a lawyer, welcome to one of the most rewarding, prestigious, and challenging opportunities of your life!
While it’s a very exciting time, it’s also a scary one. How will you get noticed? Will you be able to attract new clients?
With so many lawyers out there, you will need a rock-solid marketing plan to start attracting clients.
If you’re unsure how marketing legal services works, keep reading for our seven top tips to help new law professionals understand marketing.
1. Build the Best Possible Website
The cornerstone of your digital marketing strategy should always be a website.
Your website is your law firm’s ‘home’ on the web. It needs to be professionally built and designed, with key information broken down into pages, so readers can quickly find what they’re looking for.
Although it can be a large initial expense to hire a web developer, the benefits of having your own site will pay off in dividends for years to come. If done well, it will lead to new clients, referrals, and will help establish your online presence.
For your site to succeed, think about user intent— how can your website thoroughly answer the questions that people are searching for online?
For example, consider an FAQ, comprehensive guides to the types of law you specialize in, or resources that may be helpful to your clients.
2. Create a Facebook Page
In addition to your website, don’t neglect social media marketing! Having an online presence means showing up on platforms such as Facebook as well.
If you haven’t already, set up a Facebook page for your legal services. It’s free and easy to do.
There are many advantages to having your own page. You can engage with clients, answer their questions, post regular photos and updates about the achievements of your firm, build brand awareness, and even drive traffic to your website.
You can also use your page to run Facebook (and Instagram, as they’re owned by Facebook) ads. Facebook’s advertising platform makes it easy to create specific, targeted ads, tailored to your demographic.
For example, do you want to target users within 10 miles of your business, 18-35, who have recently been involved in a car crash? You can do that, allowing your advertising to reach the right people.
3. Try PPC Advertising
Another great marketing strategy is PPC ads. PPC stands for pay per click– it’s a popular method for businesses as you only pay for results.
Through platforms such as Google Ads, you can set a monthly budget and design your ad. You also set the parameters of the type of person you’d like to target, such as their age, interests, location, or occupation.
Once your ad has gone live, search engine users may see your ad at the top when they search for your topic. If they click on your ad, then it will deduct from your monthly spend.
Many people are searching each day for an attorney in their area, so spending some of your marketing budget on PPC is a great idea.
4. Focus on SEO
When customers are looking for a business or service, they are going online—97% of people discover a local business online.
If a potential client is searching for a lawyer, you want them to find you before your competition. A great way to do this is by focusing on SEO.
SEO, or search engine optimization, is a series of best practices techniques for ranking high on search engines like Google.
Everyone wants to be on Google’s first page but to get there, you need to invest your time and energy in SEO.
It’s a complex process but requires targeting keywords that clients are searching for, posting high-quality content, and using titles, headers, and meta descriptions correctly on your website.
5. Start a Blog
Does your website have a blog? If not, you’re missing out on a great marketing opportunity.
Blogs are an informative way to regularly post new content on your website, which you can also share on social media.
Each new blog is also another chance to rank highly for SEO, answer questions from your readers, increase traffic to your site, and establish your law firm as an industry leader.
6. Allow Online Reviews
Love it or hate it, online reviews are important to customers and clients. We all look for them before purchasing products or trying a new business.
Although it can be nerve-wracking, as many worry about negative reviews, it’s one of the best ways to convince new clients to give you a call.
Reviews establish credibility and trust, something very important to all lawyers. If you do happen to get the occasional review, respond with courtesy and try not to take it personally.
7. Use Email Marketing
Your firm can use regular email newsletters as an effective form of marketing.
Try to build up your list of subscribers through your website and social media, then send out regular (but not too frequent) emails. They can highlight recent achievements, let people know about special offers or share photos.
Email can often convert someone into a paying customer, so take the time to understand email marketing and how it can work for you.
Get Started Marketing Legal Services Online
Hopefully, you now have a better idea of how marketing legal services work. With so much competition in the legal field, having a solid marketing strategy is essential to establishing yourself, getting noticed, and increasing your client database.
Use the tips above to outline a marketing plan that will work for your needs and budget. Then, put it into action and see how it can help your law firm grow.
Although marketing can seem like a big expense, it’s an essential investment in any new business, and can be the deciding factor as to whether or not your firm succeeds.
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