When seeking legal counsel, clients have an abundance of law firms to choose from. Standing out from the competition can be challenging without sound marketing and advertising strategies. The number of law firms in the U.S. is up by .4% in 2021 compared to 2020, with as many as 437,540 practices actively seeking the same audience as you. How do you break through all that noise? Here are six of the most important, online law firm marketing tips that can help grow your caseload.
1. Optimize Your Website
Considering most clients run to the internet to research services, check reviews and testimonials, and get a feel for a firm before moving forward — it is essential that your online presence is professional, up-to-date, and offers a positive first impression. No matter if you have a Google My Business (as you should), social media presence, or paid advertising your website is where your customers are directed, so make it worthwhile!
Attorney at Work suggests doing the following to improve your law firm website:
- Invest in quality website design that makes navigating easy and clear.
- Develop a content plan that includes major website components like your main pages, practice area pages, lawyer biographies, and FAQs pages. It's also beneficial to include blogging content to keep your brand updated and establish expertise in the industry.
- Follow general and local SEO best practices optimizing search engine ranking and visibility.
- Include lead generation tools like chat windows, downloadable content (eBooks, checklists, etc.), contact forms, and more.
2. Advertise Across Multiple Platforms
Using as many relevant platforms available to you is another important way to market your law firm. Focus on where your audience spends the most time, rather than trying to join every social media platform available. All of your marketing channels should be crafted to fit each platform specifically, be consistent, and stay true to your brand values.
This strategy is often referred to as omnichannel marketing and has been proven over the years to make a significant difference for law firms and other businesses alike.
9 out of 10 consumers want an omnichannel experience with seamless service between communication methods, and the number of companies investing in the omnichannel experience has jumped from 20% to more than 80% in the last decade.
3. Creative Unique and Fun Content
Let's be honest, discussing laws and everything it entails isn't always an interesting topic to the average layperson. However, that doesn't mean you can't make it interesting with unique and fun content. Keeping it informative and professional is essential but going the extra mile and adding humor when you can or simplifying jargon can significantly improve the client experience.
You can do this in a variety of formats, including the following:
- Reviews and tutorials
- Blogs and articles
- Guides and how-to's
- Case studies
Just be sure to mix it up to appeal to your audience's changing preferences! Even people who prefer consuming written content like to mix it up with the occasional video, or podcast.
4. Create a Local Connection
Creating a local connection ensures you're top of mind when your audience needs you most — even if it isn't right now exactly. This doesn't refer to local visibility (i.e., local searches, Google My Business, etc., which are also important), but rather actual one-on-one connections. This can be done online or in-person and can include bonding and building relationships with clients through:
- Local TV show sponsorships.
- Cause marketing — partnering with a local nonprofit relevant to the industry and your company's message and values.
- Sponsoring local events — for instance, the Tennessee Bar Association has numerous programs and events around the Nashville area for you to sponsor.
5. Offer a Free Consultation
Offering a free consultation is a wonderful marketing tactic that allows potential clients to make an informed decision about your legal expertise, choosing whether you are the right fit for them and their problem. It increases trust and credibility in your practice, conveys your confidence in being the right fit, and shows you care about your clients enough to allow them the opportunity to ask questions before retaining your service.
Considering there are numerous law firms that charge for their time, this could be a great way to stand out from the competition.
6. Provide Downloadable Related Content
Another great way to stand out with marketing is by providing downloadable related content. Having fun and unique content readily available to clients is important for attracting them. But more in-depth and knowledgeable information that can be downloaded is a great way to help your clients stay informed on the latest law changes and expert opinions.
Some businesses also use this opportunity to exchange personal information that can be beneficial for email marketing, direct mail, and other targeting efforts.
Incorporating these unique elements into your marketing strategy ensures your law firm is positioned ahead of the competition. Follow our Meredith Nashville blog for more tips and insights into law firm marketing.