Whether you're starting your own law practice or scaling up your current business, you need to expand your client base quickly and cost-effectively in today's competitive business environment.
However, it's no longer enough to rely on reputation or traditional word-of-mouth alone to acquire new clients. These strategies may still work for established law firms but simply aren't sufficient for younger firms or entrepreneurial lawyers who are looking to start a law firm.
Not to mention, Covid-19 has moved many business interactions online, leaving fewer opportunities for face-to-face networking and relationship-building. This makes establishing an online presence all the more important.
As more people are using the internet to search for service professionals, including lawyers, you need to be where your prospects are so you can gain exposure to more potential clients who are ready to hire you.
Attract More Clients To Your Law Firm With These Online Marketing Strategies
Here's how you can become more competitive and get found by more ideal clients with online marketing:
1. Increase Visibility with a Professional Online Presence
The first step to establishing an online presence is to have a website that's modern and easy to navigate. It should deliver an outstanding user experience to leave a positive first impression.
However, having a website isn't enough -- you need to drive traffic to the site by making sure that prospects can find you online.
Update your Google My Business and Bing listings to get found on local searches (e.g., local area maps on search results.) Use online advertising to target searchers with high purchase intent and apply geotargeting to increase your visibility to those located in the regions you serve to maximise your ROI.
In addition, leverage word-of-mouth marketing in a new way -- ask your clients to post online reviews, gather testimonials for display on your site, and create case studies for distribution and PR.
2. Follow the Latest SEO (Search Engine Optimisation) Best Practices
Getting ranked at the top of search engine results pages (SERPs) for relevant search terms is the most cost-effective way to drive organic traffic and achieve long-term results.
Start with keyword research to find out what search terms your ideal clients are using to look for legal professionals in your area of expertise. Next, create a content strategy that includes high-ranking and relevant keywords. Then, use these keywords and phrases on your website to increase the likelihood that it'll rank high on relevant SERPs.
While keywords are still an important component of SEO, it's no longer the be-all-end-all. Other ranking factors include the user experience and usability of your site, as well as mobile-friendliness and the time users spend on interacting with your content.
As such, focus on creating high-quality content that's relevant to your industry and ideal client persona to improve your website's SEO ranking.
3. Establish Thought Leader Position with Valuable Content
Post content that's relevant to your prospects and speaks to their challenges to position yourself as the go-to expert in your legal field.
Consider who you're writing for and their legal challenges. Then, make sure the pieces are answering their questions and relevant to your service offerings. Also, incorporate keywords that your prospects use when they're searching for solutions to their legal pain points.
Experiment with different content formats, such as blog posts, case studies, guides, ebooks, and videos. Track your results and see how you can best engage with your audience.
You also need a content promotion strategy so you can get in front of more ideal clients. For example, by publishing on partner sites and PR sites, as well as contributing content to professional publications.
4. Build an Online Community to Nurture Relationships
Social media and forums are great platforms for building credibility and fostering relationships with your prospects. They allow you to share your expertise and position yourself as a trusted ally.
Don't just talk about your services! Your posts should deliver value, covering topics such as industry trends, news, and unique perspectives. Also, share links to the content you have created for your website to drive traffic.
Consistency is key when it comes to building relationships with your audience online. Create a social media calendar to make sure you're sharing a wide variety of posts regularly. Also, monitor comments and mentions so you can interact with the audience and have two-way conversations.
Lastly, make sure all your social media profiles are complete and up-to-date. Include links to your website so people can learn more about you and your services.
5. Build Meaningful Relationships with the Right Technologies
A legal CRM system can help you nurture relationships at scale. Choose a platform that can help you gather relevant data about prospects and clients -- from the moment they visit your website to becoming prospects, leads, customers, and evangelists.
Track all the interactions with your contacts and make notes of important dates (e.g., birthdays, anniversaries of their businesses, when you commenced a business relationship) so you can personalise your communications.
In addition, send out a newsletter regularly to keep your contacts up-to-date with information that addresses their common challenges to help you stay top of mind.
You can also set up automated emails (e.g., triggered by specific interactions with your content) to deliver the most relevant information that will help you accelerate prospects down the sales funnel to shorten sales cycles and increase conversion rates.
Today's legal professionals need to evolve with the industry, technologies, and consumer expectations in order to stay relevant and attract more clients.
Thankfully, there are also many channels and software applications you can leverage to reach a larger audience, build your expert status, nurture relationships, and drive conversions cost-effectively.
SOS Connect+ is a cloud-based, scalable case management software plus cashiering services designed to grow with your practice so you can spend more time growing your business. Request a demo to see how we can help.