9 Best Business Techniques for Law Firm Advertising
There are over 1.3 million attorneys in the United States.
This means that today, a law firm must work harder than ever to attract and retain clients.
In this article, we lay bare nine techniques for law firm advertising that could benefit any firm keen on getting business.
1. Create Powerful Content
When it comes to marketing for attorneys, you cannot leave content marketing behind.
Publishing compelling content can showcase your expertise in your specialty. Competence is what prospective clients hope to leverage in litigation or trial.
Providing insights on legal issues sends a message that you know your stuff well enough to win cases and large settlements. This will bring clients knocking at your door.
Starting a blog can give you a platform to provide a steady flow of legal content.
2. Work on Referral Systems
The conventional mode of word-of-mouth referrals is still as effective today as it was in years past.
Aside from looking online, most people ask for strong references from their circles. This is where your stellar service to past clients comes in handy.
Referrals also work from law firm to law firm.
For example, a criminal law firm like Brown, Bradshaw & Moffat can still get family or corporate law cases. Being part of a referral pool means the firm can send these clients to other attorneys.
These attorneys can do the same when tasked with criminal cases.
3. Create a Website
Prospective clients land your website in two ways.
One is by doing an organic search on a search engine and finding your firm in the top results. Another way is by explicitly looking up your firm after you are recommended to them.
However, how they get there is not nearly as important as what they find once there.
What they should find is a professional, informative site with all the key information listed. Ensure that your contact address and the specialization of your firm’s attorneys is displayed dominantly on your website.
User experience is also just as important as the content on your website.
Ensure that visitors can easily navigate your site without hitches such as pages that load slowly. Also, make sure that your site is optimized for mobile.
40% of customers leave a website if it takes more than three seconds to load. One way to ensure fast speeds is getting on a good hosting plan.
4. Use Social Media For Law Firm Advertising
Social media is indispensable, in as far as marketing ideas for law firms go,
While your website can take on a more formal approach, your social media communication should take a slightly different approach.
These platforms allow you to share your personality with your audience. It humanizes you.
Use both text, pictures, and videos to communicate your work culture and to throw in some subtle advertisements.
Another great thing about social media is that it’s interactive. You can pose a question or bring out a topic and open it up to discussion.
As the interactions are taking place, the audience interacting with you gets familiar with your brand. This will build your brand recognition.
5. Immerse Yourself in Your Local Community
Your local community is fertile ground for your first clients and will be where you draw out the majority of your client base over time.
Immersing yourself in your local community makes you more approachable and enhances your brand recall.
To do this, give speeches, look out for speaking engagements and opportunities for interviews as well.
If there are any fundraisers or community events you can affordably put your name on, do not hesitate to take the lead.
6. Take a few High Profile Cases Pro bono
While this can build your firm’s reputation and image, the case you pick must be carefully selected.
Aside from fulfillment of ethical duty and obligation, winning a pro-Bono case on a communal matter of interest can elevate your profile high enough to win you a substantial number of clients. It’s indeed a win-win.
Pro bono cases also show your law firm as a caring aide the community can trust and depend on.
7. Keep an Eye on Your Competition
You can learn a lot from your competitors especially the more experienced ones.
Ask yourself the following questions: What strategies are they using? How do they run their social media campaigns? What are their differentiators?
The answers to these questions can show you what you need to do to clinch a share of the market.
It’s okay to borrow, as long as you own, polish and churn out better marketing strategies than your competitor.
8. Keep Your Ears on the Ground
Also known as social listening, this gives you a wealth of information about how your business is fairing in people’s eyes.
You can then plow back this information to make changes to your operations or address clients pain points in a more satisfactory manner.
Social listening also alerts you to looming brand crisis, improves your online reputation, and helps you identify the correct keywords for your SEO.
9. Leverage Reviews and Testimonials
Aside from referrals from acquaintances, your potential clients will respond well to reviews and testimonials from your other clients.
The fact that former clients have had an experience with you makes their evaluation of your law firm hard to ignore.
Nonetheless, you need to take a more proactive approach to this, aside from googling yourself to see what’s out there.
One way to do this is to ask former and existing clients to write testimonials on your website. You may also want to seek reviews from your client’s. Most happy clients will be glad to oblige.
Either way, you are likely to get some reviews both good and bad. It is the bad reviews that you have to be careful about.
Ignoring these does not reflect particularly well on your firm. Make it a point to respond to all reviews. Thank leavers of good reviews. Request more information and offer apologies for the negative reviews.
You want to fashion yourself as a responsible, caring firm that places a lot of value in what your client’s feel about you.
As far as law firm advertising is concerned, implementing these tips is one way to keep your firm busy year round.
More clients mean more billable hours and more revenues. This will then require a robust system to ensure your firm does not lose any dollars.
Could your firm use an invoicing and billing system? Check out our blog for a list of Apps that are built specifically for that.