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Law is a competitive industry. There’s competition to get into the best law schools and even tougher competition to work at the best law firms. Then, there’s competition among law firms to bring in clients and ensure long-term growth and success.
In fact, the volume of lawyers in the U.S. has increased by 15% over the past decade, so competition is higher than ever. If you’re a lawyer or working for a law firm, you may wonder how best to market the firm’s services. Read on for our five tips on law firm marketing to help your firm stand above the rest.
1. A Focused Brand is the Foundation of Law Firm Marketing
If you haven’t already, it’s time to hone your brand. This encompasses your firm name, logo, and vision. How do you want to represent yourself to current and potential clients, other firms, and the industry as a whole?
All marketing efforts should be a clear representation of your brand. This means committing to consistent messaging and consistent design. When people see your law firm’s name, you want them to associate it with your mission and vision.
2. Optimize Your Website
Even with the growth of social media, it’s important not to let your website drop in quality. Many people still use Google to find services, and your social media accounts should include links to your main site. Set yourself up for success by making your website easy to find and easy to navigate.
Use search engine optimization – or SEO – tactics to make it easy for potential clients to find you online. Improve your linking structure and make it easy for website visitors to find what they need. Make sure your web design is professional, but inviting. There are a lot of amazing website builders which can help you to easily implement the changes to your website.
3. Commit to Providing Valuable Content
Hiring a lawyer isn’t an easy decision. When people are looking for a lawyer, they need specific, detailed information. Law firm marketing content is unique in that is has to be both educational and persuasive.
Think about your niche – whether you’re a birth injury attorney, a divorce attorney, or estate attorney – and create relevant and helpful content. Be sure to include details about how your firm can help people looking for representation on certain issues. You can even dedicate some content pieces to highlighting the experience and reputation of your firm’s lawyers.
4. Share Your Marketing Content
Your website should host a decent amount of valuable information for potential clients. But even with the best SEO, you’ll still need to reach people in other ways. Expand your marketing audience by sharing your content across various platforms.
You can share content by posting on your firm’s social accounts, and encouraging followers to share those posts. You may also want to explore paid advertising on platforms like Facebook, Twitter, and LinkedIn. Consider taking your best content pieces and putting them behind forms, so you can create a database of potential clients to market to via email.
5. Never Underestimate the Power of Referrals
Your current clients are an excellent source of marketing content, meaning referrals and reviews. Encourage clients to leave their positive reviews on Yelp, Google, and elsewhere. Collect some of your best reviews to display on your website and in other marketing materials.
Continue to Hone Your Marketing for Consistent Improvement
Once you have your law firm marketing strategy in place, it’s important to commit to the work long term. Your website, marketing content, advertising, and referrals should always be current.
For more marketing tips and guidance on other business practices, feel free to browse our business and finance section.