5 Marketing Tips For Lawyers
BY: JACQUELINE CAO ON MONDAY, JUNE 04, 2018
Law firm marketing approaches can vary greatly depending on the type of law you practice. For example, personal injury attorneys may prefer to rely more on direct advertising while patent attorneys may want to focus on building relationships with firms likely to utilize their services. Here are a few marketing techniques which can be utilized by any law firm.
Take Advantage Of Free Marketing Opportunities
Maximize free marketing opportunities available to attorneys before you spend money on paid advertising. Make sure your firm’s Avvo profile is up-to-date and work on obtaining high ratings from your clients. You’ll also want to claim your business profile on sites like Yelp, Google My Business and Superpages.
Many potential clients like to read online reviews before deciding to hire an attorney. Address and follow up on negative reviews online and try to rectify complaints as soon as possible. Don’t be afraid to ask clients to share positive experiences on Yelp and Google My Business. Having a large number of positive reviews can increase consumer trust and enable more customers to find your business.
Build A Website
Building a website will allow you to establish an online presence and provide a platform where potential customers can find out more information about your services. You may want to provide customer testimonials, areas of practice, operating hours and highlight successful cases.
Optimize your website by using relevant meta title tags with relevant keywords and by building links to your website from relevant established sites. SEO for lawyers generally involves targeting the specific type of law practiced and geographical areas served.
For example, if you have a car accident law firm located in Los Angeles you may want to target keywords like “car accident attorneys Los Angeles” and the reverse “Los Angeles car accident attorneys”.
Add A Blog To Your Site
Blogging will allow you to establish yourself as an authority and a thought leader. It will also enable you to share your expertise and educate potential customers. Blog posts that rank well in the search engines are another opportunity to attract new clients. Use relevant meta title tags on your blog posts and share them on social media sites and LinkedIn for extra traction.
Build A Strong Referral Network
Participate in professional networking groups and build your personal referral network by being active on social media and LinkedIn. Reach out to friends, family and former classmates. Participating in local community and charity events can also afford opportunities to meet new people.
Consider Pay Per Click Advertising
Pay per click advertising (other known as PPC) can be costly and daunting but can pay off as winning a case may mean thousands of dollars for your firm’s ROI. Consider your average case settlement and calculate what percentage you would like to spend on advertising. Keep in mind that keywords such as “car accident lawyers + “city name here” can be competitive and expensive to bid for if your firm is located in a major city. You may also consider bidding on your firm’s brand which will allow you to protect and control your brand name.
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