Law firm marketing is the practice of bringing in new clients. Advertising in print and online can be part of a law firm’s marketing strategy. Your marketing strategy may also include using law firm marketing technology to automate tasks. Marketing your firm can easily consume a lot of your time and energy.
Choosing where to invest your resources, money, and time in law firm marketing can be difficult. Determine which marketing methods are most effective for your marketing goals—knowing where to start is critical.
How to market your law firm
With the right approach, any size law firm can easily develop and execute a marketing plan. You can use the steps below to build a sustainable solo practice or quickly expand your firm.
- Start with drafting out a marketing budget
- Create a stylish law firm website
- Optimize your site for search engines
- Maintain a social media presence
- Try content marketing
- Effectively manage online reviews
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Start with drafting out a marketing budget
A marketing budget is an important part of any law firm business plan. To figure out how much to invest in your law firm marketing, first identify your goals and how much revenue they require. Consider how many cases per year you need to bill to reach your revenue goal depending on your practice area.
After the groundwork, you can calculate your overall law firm marketing budget. Do you have a new law firm or is your firm well-established? Also consider your space’s competition. Are you a business lawyer trying to build a client base in New York, or the only family lawyer in a small town?
Because law firm marketing technology may be part of your overall marketing strategy, don’t forget to budget for it. Services such as HubSpot or individual apps for SEO, social media scheduling or email campaigns are examples of law firm technology.
It’s critical to stick to your marketing budget once set. Getting more cases won’t help your firm grow if you’re not looking at the numbers.
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Create a stylish law firm website
A potential client’s first impression of your law firm is often online. It’s your chance to impress website visitors looking for a lawyer.
Use high-quality photos as a start. Then state your services and practice areas. Highlight any awards, recognitions, or significant experiences, and include your contact information.
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Optimize your site for search engines
Will potential clients know about you if you create a law firm website but no one finds it when searching online?
To get the most out of your law firm’s website, make sure it’s optimized for search. A well-designed website is essential. This means having quality content. This is what Google—and their users—want.
Make sure your content targets long tail keywords. For example, instead of just “lawyer,” include your city’s name. Using long tail keywords increases your chances of being found by potential clients.
If you want to target a specific geographic area, create a Google Business listing. Provide a clear description of your services and contact information.
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Maintain a social media presence
To attract new clients online, you must go where they are. In the digital age, this means social media. You’ll need to decide which social media platforms are best for your law firm and practice area. Social media advertising can help your law firm grow if done properly.
Then, ensure you adhere to all ethical and advertising rules. Exemplify your expertise only after you’ve been officially certified as such, and avoid creating inappropriate lawyer-client relationships.
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Try content marketing
Put your writing skills to work for your law firm. Blogging and content marketing in general, is a great way to establish authority. You can use content to demonstrate your expertise. You’ll gain trust and confidence by answering general questions that potential clients may have. Demonstrating your expertise in a particular field increases your chances of getting hired.
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Effectively manage online reviews
Clients may start leaving reviews once your law firm has several online profiles. These must be managed. The 2021 Legal Trends Report found that when seeking legal counsel, 82 percent of consumers looked for client reviews and 81 percent looked for referrals. A few bad reviews won’t hurt, but a steady stream may turn off potential customers.
Make asking for an online review at the end of every case a habit, especially if the client is thrilled. Check your state bar’s advertising rules to make sure your request are legal. Negative reviews should not be ignored. When responding directly to a client’s feedback, follow online reputation management best practices for lawyers.