High competition in the professional services market forces lawyers and advocates to ask themselves this question every day:
How do I attract clients, and what channels should I use?
The answer has long been on the surface – via digital marketing services.
If you are a lawyer or running a law firm, you must be aware that digital marketing services are essential to secure more clients, as marketing is all about connecting with the people who need your services.
Why is the internet marketing of legal services so important?
Let us prove by numbers the assertion that potential customers search for you on the internet every day. According to Yandex USA statistics, the search “legal advice” is entered more than 31,000 times a month!
Just imagine how many customers you are losing if you still haven’t made a name for yourself on the Web.
Digital marketing techniques will help draw attention to your practice on the internet. It is vital to understand that by working for the recognition and memorability of you personally as a specialist or your company as a whole, you significantly increase the trust of a potential client.
It is necessary to establish yourself on the internet if you want to have a steady stream of clients in your practice.
Do you agree?
Digital marketing offers a variety of avenues. At the same time, you can actively combine all available channels, or you can concentrate on one method of attracting customers, which will “shoot” you.
Let’s discuss five top digital marketing techniques used by attorneys around the world to secure more clients.
1. A User-Friendly Website
A user-friendly website can rightfully be considered a fundamental tool for the digital marketing of a law firm or an individual specialist. A resource that is competently designed and built according to “selling” laws will provide a massive influx of clients into your practice for a long time. Moreover, the site will allow you to not only multiply clients but also to keep the existing ones (subject to regular updates of the content on it).
A web page made in half a day on a free platform is unlikely to be an effective tool for attracting customers and building trust in your practice.
In addition to the visual design and the availability of tools for the user’s convenience, it is advisable to do search engine optimization (SEO). The optimization principle is the separation of useful information by meaning and publication:
- A list of provided legal services with a detailed description of the process, in which areas they work, who is involved, how to order
- Creation of a block of information about the staff: management, personnel
- What is used in work: software, services
- What achievements does the company have: certificates, diplomas, awards
Even if you added enough information and used a template from the designer but did not pay due attention to the structure, the site will not be effective.
2. Informative Content
Content marketing in jurisprudence is organized in the form of an information portal. This is a complex and time-consuming process since the implementation requires:
- Collection of search queries for service areas, that is, questions that users ask search engines to understand the legal processes and do something independently.
- Popular questions from clients are selected, from “where to download the application form” to the operations “how to sue the debtor.”
- Information blocks, in which valuable tips and short guides are placed on how to act in a particular situation that has arisen.
Give a detailed answer to each question, with examples and accompanying ready-made forms and samples.
3. Blog advertising
Blogs created on such sites as Blogger, WordPress, and Wix have become major sources of information on the internet. Blog advertising is a powerful online advertising tool.
In addition, the publication of copyrighted materials on popular legal websites will help draw attention to their practice.
What topics to cover in a legal blog?
- Actual changes in legislation
- Practical advice, document templates, etc
- Interesting lawsuits and your own successful cases
If you are ready to write articles on your own, then generating quality content will be free for you and will only require time. The main thing is to choose suitable topics for the content, covering the most pressing issues closely related to your practice area.
Another important factor in attracting this type of advertising is selecting the appropriate blogger and analyzing the target audience that “follows” this blogger. In addition, the company can also involve its lawyer in the maintenance of a legal blog.
To attract more audience, of course, you need to keep up with the times. Thus, it is reasonable to create a page (group) of the company on popular social networks.
4. Legal portals
Legal portals are large and popular sites that help potential clients find specialists and vice versa – they allow attorneys to advertise their services in one form or another.
How does it work?
Real people ask questions about a real legal problem they have. Any other user registered as an attorney can answer this question.
What does it do?
By giving valuable and practical advice on solving a particular legal problem, you show expertise in the chosen field. Moreover, it is likely that having seen your competent answer, they will turn to you for legal advice.
5. Social Media Marketing
Social media marketing is essential as potential clients are always attracted to attorneys having a strong social media presence. In addition to your profile, you should create a page for your practice – this is where you, as well as in your blog, will be able to publish helpful information for potential and existing customers. It is crucial that your pages, like your site, do not look abandoned. To do this, you need to add interesting content regularly.
In what social networks is it useful to register and what to post?
We have made it easier for you. Have a look!
Monthly audience: over 21 million visitors.
Sex ratio: 42% – men, 58% – women.
Acceptable content formats: – Photo – Video – Text posts – Links
Recommended frequency of publications: 3-4 posts per week.
Monthly audience: more than 7 million visitors.
Sex ratio: 51.6% – men, 48.4% – women.
Acceptable content formats: Photo, Video, Text posts (no more than 140 characters), Links
Recommended frequency of publications: daily.
Monthly audience: more than 12 million visitors.
Sex ratio: 22.9% – men, 77.1% – women.
Allowed content formats: Photos and Video
Recommended frequency of publications: 3-4 posts per week.
Of course, it is almost impossible for one person to “work” on all five popular social networks. So, to begin with, you can independently start leading a group in one of the networks. Then, as you develop, hire a specialist who will take over this work and help increase the effectiveness of the promotion.
Summing it Up…
It is clear from the procedures mentioned above that digital marketing techniques help attorneys to secure more clients. In addition, a valuable solution for attorneys would be to create a “question-answer” section, where, based on the client’s practice and problems, answers to frequently asked questions of customers are posted giving them an opportunity to seek legal advice.
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