By Staff Writer
Legal professions require years of extensive education and training. Unfortunately, there is more to being a successful lawyer than getting the best grades.
Marketing is an aspect of the legal profession that many attorneys are not aware of. Skill alone isn’t enough if you don’t have the knowledge to keep a business afloat.
No matter how you want to look at it, a law firm is a business. Like any other business, you need to take steps to keep your firm profitable.
Luckily, you don’t need to go back to school to learn a few marketing tricks to optimize your business strategy.
Advertise where you can:
You can be the best lawyer in the world, but you won’t end up with any clients if people don’t know where to contact you. You must take the time to put out some advertisements where people can see them.
TV commercials, billboards, and even newspaper advertisements can be pretty popular. With so many people on social media, it’s crucial that you stay up-to-date with the times and jump on the social media bandwagon.
Many people look to platforms such as Twitter or Facebook to get recommendations for companies and services. You can even take out ads on Facebook or Google, where you can customize a target audience.
Just remember— there is a right and wrong way to use social media. It can be wise to invest in a proper social media manager to stay on top of your profiles in an impactful way.
At the very least, a formal website is a bare minimum for any business.
Analyze your traffic:
Take advantage of the analytic tools available to you on these social media platforms. Many sites will allow you to look at your trafficking data.
You can learn a lot of information about the people that contact you— or even just visit your site.
Learning the demographics of the community looking you up can help you design effective advertisement campaigns. Once you establish a target audience, you can do a little research on securing the best campaigns and tailoring your services to optimize their experience.
You can also compare it to other sites to gauge how effective your website and strategies are at the moment. You can learn which approaches work and which need a little extra work.
Repeating effective promotional strategies and cutting back on less effective ones can increase the efficiency of your marketing.
Be mindful of Google:
Having a beautiful website is great, but people need to find it. As Google remains the leading search engine of the world, it’s crucial to keep its search results in mind.
Think back to how many times you tried to look up something on Google. How many pages did you make it to before you found the answer you were looking for or gave up looking?
Research looking into online trafficking and google found that the first page of results gets about 95% of all search engine traffic (Kaye, 2013). People don’t have the patience to sift through page after page when a suitable result is right in front of them.
To give yourself a competitive edge on your competition, you will need to make sure you are up there in the first few results.
While Google never fully releases its algorithm, there are some aspects experts do know about.
One of the big, trendy buzzwords is SEO.
SEO – or search engine optimization – is a strategy that takes advantage of search engine analytics to get you ranked higher in the results page (Yalçın, 2010).
There are specific ways to write and link the content on your site so that it ends up ranking higher than your competition. While you can research this strategy and learn how to do it yourself, it can again be a wise investment to enlist the help of an SEO expert to create (or reinvent) your site.
Update your site:
It’s not just content that needs to be continuously updated. You need to make sure that your site is user–friendly.
If someone were to stumble upon your website and realize you haven’t updated it since 1998, they might be less inclined to trust you. These outdated templates resonate more like a virus and less as a professional site nowadays.
Making sure your layout looks nice is essential, but you also need to make sure your site is mobile–friendly. Imagine if someone tries to look up a personal injury lawyer on their phone, but yours doesn’t work.
It may seem like an unnecessary step, but remember: if you don’t feel like doing it, somebody else will instead. There are many good personal injury lawyers out there, and you need to do everything you can to shine above the competition.
One final way to shine above your competitors is to have lots of 5-star reviews. Testimonials are an excellent way for potential clients to get an understanding of what expectations they should have from enlisting in your services.
It demonstrates that you are an established company with a long history of satisfied clients. Showcasing your experience is a crucial step to gain the trust of clients and gain a good reputation.
Satisfied clients are generally more than happy to pass your name along to friends that may find themselves needing a lawyer. It only takes a few minutes to request your clients to leave an honest review about their experience with you.
These reviews will also help drive up traffic as people will be more inclined to click on a 5-star business.
These simple marketing steps can help your injury law firm stay ahead of the curve. It’s a booming business, and people are always searching for help— make sure that you are the one they contact!
Yalçın, N., & Köse, U. (2010). What is search engine optimization: SEO?. Procedia-Social and Behavioral Sciences, 9, 487-493.
Kaye, L. (2013, December 1). 95 percent of web traffic goes to sites on Page 1 of Google SERPs [study]. Retrieved June 16, 2020, from https://www.brafton.com/news/95-percent-of-web-traffic-goes-to-sites-on-page-1-of-google-serps-study/