These days, digital marketing for law firms is an essential component of winning business and driving profits. It’s also an important element in polishing PR and keeping an online reputation strong and positive.
With this in mind, let’s review some upcoming trends in digital marketing for law firms to take advantage of in 2016.
Reviews Will Influence Law Firm Selection
More and more consumers will rely on Web-based reviews in order to select law firms. This is why online reputation management is so very important. Law firms should constantly look for new feedback online and then respond as appropriate. Negative reviews have the power to hurt businesses, while authentic and positive reviews have the capacity to drive law firms upward.
Currently, 92 percent of consumers utilize online reviews in order to make decisions about whom to hire. Eightyone percent of consumers trust the reviews that they read as much as they’d trust word-of-mouth recommendations from friends, family or work colleagues.
If you’d prefer to outsource the task of online reputation management, this is a possibility. Many reputable service providers monitor online feedback for their clients and respond to it on behalf of their clients. The important point to be made here is that someone within your organization or an outsourced service provider is paying attention to online reputation management for your firm.
In addition, you may wish to ask your loyal clients for reviews. Every positive review will help to attract new clients and to improve your law firm’s overall public image. In particular, positive Google reviews are very important in your search rankings, as well as being the most commonly viewed. Other platforms for law firm reviews include Lawyers.com and Avvo.
Lead Nurturing Is Becoming More Important
Law firm websites should be set up to harness the power of automation to help organize contacts, turn leads into clients and transform clients into raving firm fans. Of course, this all starts with your website capturing a new lead. As we all know, not every hot new lead immediately turns into a paying client.
Prospective clients go through a discovery phase where they’re doing research in order to find the best fit for their case. Your prospects need to know that your law firm has all of the bells and whistles, such as a sterling reputation, excellent win-loss statistics for court cases and so on.
Lead nurturing is about demonstrating trustworthiness and expertise in language that any prospective client will be able to understand. You want to keep prospects engaged by providing the most relevant content for their situation. In 2016, one of the most important trends that will benefit you and your firm is to leverage lead nurturing to increase high-quality conversions and reduce your cost of client acquisition.
Website Roles Will Evolve
Websites used to be virtual calling cards and little else. However, the purpose of websites is evolving and understanding the latest trends will help to give you an edge over your competition.
First, you should focus on educating website visitors and providing answers to their most commonly asked questions. Think about what prospective clients inquire about via phone or email and then give them the answers that they need right on your website.
When you offer up this important information right from the start, you’ll build trust and turn your website into a more powerful lead generating tool for your law firm. If your current website content isn’t as informative and helpful as it could be, consider hiring a professional service provider to improve it. It will be well worth the money.
No Excuses For An Outdated Website
More than 60 percent of consumers now utilize mobile devices to find businesses and select service providers. This is why it’s vital to provide your website visitors with an optimal viewing experience and a high level of functionality.
If your website isn’t configured for mobile devices, it’s time to hire a professional Web design and development company. A skilled Web design firm will be able to make your website look amazing and function properly on every type of mobile device, from iPhones to iPads and every smart phone and tablet in between.
It’s 2016 and it’s time to update your website, as well as your approach to growing your practice! Kenny Doucette