Want to promote your law firm? Unfortunately, the days of generating more work than you could handle from purchasing a few bus bench ads or the front and back cover of local phone book are over. Fewer and fewer people keep phone books at home, and whenever a question arises in even casual conversation, you’d be hard pressed to hear a response other than “Google it.”
For law firms, this means that traditional methods of advertising no longer deliver the results you want or need to keep your business afloat.
If your new client intake line isn’t ringing as often as you would like, we encourage you to take a look at your digital presence and see where you can improve to increase your Internet traffic and client inquiries.
1. Update Your Website
The first thing you need to take a look at is your law firm’s website. Your website is your business’ main presence on the Internet, although it shouldn’t be the only presence on the net.
A successful law firm website will have a visually pleasing design that’s easy to navigate and allows potential customers to learn more about your practice areas. It should also flaunt your firm philosophy and anything that sets you apart from the law firm down the road. Your website should be:
Modern and mobile friendly – You don’t need to update the design of your website every six months, but if your site was designed more than two years ago we encourage you to take another look at it. More inquiries are being conducted on mobile devices and older websites tend to break on mobile platforms such as smartphones and tablets. The last thing you want is to turn up in a search but have a potential customer move on because your site isn’t mobile friendly.
Current – Make an effort to keep the information on your site current at all times. Make sure your contact information is accurate and that employee profiles are current. If the law changes with respect to one of your practice areas; make sure it’s updated on your site as well.
2. Start A Blog
A blog is a less formal website or part of your website that you regularly update with new articles and topics. Your blog is your opportunity to really expand on topics related to your practice areas or topics of general interest. We encourage you to aim for twice weekly postings on your blog to gain a following and really develop a presence for your firm.
3. Use Social Media
Many law firms have resisted taking advantage of social media channels as a way to market their firm but this choice is made to their detriment. The reality is, social media provides an opportunity for your firm to contribute to the national dialogue about your practice area and also provides additional web presence where a prospective client may find your firm. There is no reason not to take advantage of Facebook, Twitter, LinkedIn, and Google+.
If your firm is already using social media, ask yourself:
- Is our use consistent?
- Do your posts encourage interaction and feedback?
- Have you identified your target clients that are using social media outlets?
Creating a strong following and regularly interacting with your followers will help your firm develop a strong social media presence.
4. Explore Online Advertising
A deliberate online advertising plan can be the perfect complement to your website and social media pages. Online advertising can include Search Engine Optimization (SEO) on a local or national basis, Pay Per Click (PPC) advertising, use of Google AdWords, and sponsored content on news pages.
The advertising and online marketing needs of law firms are as diverse as the people who practice law and the areas of law they practice, as a result there is no “One Size Fits All” solution when it comes to marketing. Whether you choose to handle your marketing in house or outsource it, it’s important to incorporate a modern website, social media presence and consider your online advertising options to get the most bang for your buck.
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