- Do you have as many clients as you can handle and simply need to keep the calls coming or are you looking to grow your practice?
- How many calls are you getting today from your website? What about your social media?
- What are your most profitable types of cases? What would you like more of? How much is a new case worth to you? These are important to assess your marketing budget.
- Does your practice have a focus? If you’re a large firm with several partners then covering multiple, unrelated practice areas can be fine but otherwise your practice needs to tell a story. For example immigration and business law make sense if your target market is business owners immigrating to the U.S. Family law and real estate hang together since usually marriage or divorce involve property. Personal injury and insurance litigation also make sense since they focus on different aspects of litigating against insurance companies. But if a client is looking to hire a criminal defense attorney to stay out of jail, they probably don’t want to go to your website and see that the same attorney also dabbles in family and business law, unless individual partners are focused in those areas.
Attorney Marketing Fundamentals
- Adwords: Most law practice areas are highly competitive. If you Google how you would like to be found and see your competitor’s ads then you’ll need to be there too.
- A Website That Converts: Your website needs to load in 2 seconds or less, look great on mobile and make it very obvious what you do and why you’re different from other law firms.
- Local SEO: Your firm needs to be on the map. This is accomplished by creating keyword rich listings in hundreds of online directories. It is one of the most cost effective and fastest ways to be found and should definitely be part of your strategy.
- A Newsletter & Blog: Find a way to regularly connect with your clients, prospects and fellow attorneys by sharing a monthly newsletter with your blog excerpt, upcoming events, pictures of members of your firm in the community or with clients and tips. Remaining top of mind will help with professional referrals and being the firm a prospect will call when they have a legal need.
Next Level Attorney Marketing
- Are you networking? Do you take full advantage of the handfuls of business cards you collect or do they sit on your desk? A CRM system is a perfect tool to automate nurturing those leads. Send customized emails that look like you fired them off from your account personally. Ask for referrals and testimonials, automate aspects of your new client onboarding. Did an initial consultation not close? Send an automated check in.
- Social Media Visibility: Do you have Avvo and LinkedIn profiles? Do they have positive reviews? Are you active daily on LinkedIn, Facebook, Google+, Instagram & Twitter?
- Social Media Engagement: Visibility is the first step but you want to network online the same way you network at events. Join legal and community online groups, comment on posts, share and make connections. Out in the community? Share pictures! Can you profile clients? Share testimonials?
- On Page SEO: This involves optimizing the load speed of your legal firm’s website (like an untuned car it will slow down over time), making changes to the code to be more search engine friendly and optimizing your content for target legal keywords. A proper legal SEO strategy will help your Adwords campaign to perform better and cost you less per click.
- Online Reviews: People really do care what others think, even when it comes to choosing an attorney. The more 5-star reviews you have on Avvo, Facebook and Google, the more confident a client will be to retain you. Even if they find out about you elsewhere you can be certain they are checking you out online.
- Videos and Photos: Please no lady justice or scales of justice on your website! On your website show professional photos of you working with clients. Shoot 1-2 minute videos for your website and social media of you providing legal tips, sharing a story of a client who did or didn’t do something that either saved them or caused issues, or of a client saying nice things about you. Visitors to your website or social media should get a feel for what it would be like to work with you.
In the enlightened words of Yoda: “Do or do not, there is no try!” You folks just DO a great job! Like he said, there is no try.”
Dr. Michael Newman,