As a law firm, you can get more clients online by understanding who your ideal clients are, where they spend their time and how they’re likely to be persuaded to use legal services like yours.
A Marketing Strategy is a Good Idea
If you are you looking to get more clients for your law firm, then you have to have an understanding of how many potential clients are out there and how you're going to reach them in a cost-efficient way.
Getting someone to make an enquiry online is one thing, but getting them to turn into a paying client is another. So ask yourself the following questions:
Answering these two questions will help you determine how many website visitors, social media interactions and other online interactions you’ll need in order to generate enquiries. You can then determine how much time, resource and on which channels you need to do this.
Do you jump straight in and hire a social media manager or should you spend hours, yourself creating compelling social content that people want to engage with? Is social media important or should you invest time and money on paid ads across social media and search engines like Google.
What is the fastest and most cost-effective way to attract potential legal clients?
#1 start with your value proposition
This is about understanding expectations of the audience as they visit your website and engage with your content. It also needs to be evidenced from the first interaction with you, whether it be in a search engine results page or an ad from social media through to your website.
You need to convince your website visitors why they should become clients and then deliver on that promise. This needs to be differenT or delivered differently to your competitors, because people will be shopping around to find the most appealing solution to their legal problem.
Some common ways that you can persuade potential clients:
And what if everybody near you doing the same thing? Let's face it, everyone is local, friendly and cost-effective.
Well that's where your brand comes in and that's what your personality and the personality of a staff needs to be clear. If people trust you, like you, and see that you’ve go great results for other clients, they're more likely to want to make an enquiry and instruct a solicitor.
#2 use existing and past clients
Reviews are massive online and help us all to make decisions about the product or service we’re about to try and use. Ask every satisfied client for a referral and make sure you keep them engaged as your case evolves, but also after the event to ensure that they are happy to leave you a positive review and tell their friends about the services you provided.
Familiarise yourself with the places that you want people to see your reviews. Common channels include Google Search results pages via your Google business account, Facebook reviews and reviews in other directories such as Yell and Yelp. There are also a number of business directories you may want to be visible on, often set up by news outlets.
Add a link to your Google business account to get reviews from clients by email after a successful case - send a link when you know they are most happy with you for example after you just gave them some good news
For legal services such as conveyancing, you could offer referral incentives to previous and existing clients if they're prepared to bring other clients on board.
To get reviews, make it part of your your client facing process:
#3 Hold “meetups” or events (or even virtual meetups)
You could hire a venue (who doesn’t like free food). This is particularly useful for commercial law firms. The theme could be business specific, such as contracts, commercial property or even what the latest legislation means to businesses. In this case you are essentially sponsoring the event and have a network of people to email in future.
#4 Pay for ads
There is still a place for TV, radio and newspaper ads and I don't want to say that they are dead. I would recommend, however, using Google, Facebook, Instagram and YouTube ads however as a way of reaching potential clients where they are and inspiring them to take action. This can often be a cost-effective way of reaching new clients quickly. Most importantly, if you get the targeting right, you can be pretty sure you are reaching the most relevant people.
Paid ads work by deciding who you want to target. Then creating some compelling ad copy, visuals or video and getting in front of your audience with the right message at the right time, on the right device.
You can figure out how much a new, paying client is worth to you and then work backwards to determine how much you can invest in paid media.
#5 Create funnels
It's likely that about 90% of visitors to your website won't make an enquiry there and then. so you need to beware of ways to re-engage them.
Understand where potential clients are in the decision-making process, for example are they just looking for information on a particular subject or are they desperate for the service there and then (as people looking for criminal services may be)
Don't just show the same ad to everybody. If someone is already in the service and I might need to help them make a decision. Do they need reassurances on price, quality or service and how can you give them more information to help them make a decision.
A brief overview of re-engaging visitors to your website who don't enquire
#6 Invest in SEO
A long-term strategy for getting more relevant, qualified traffic to your website via search engines (mainly Google). This falls into 2 key areas
- How search engines like Google crawl and understand your website
- How users interact with your website
When thinking of an SEO strategy for law firms you should consider how Google sites but more importantly starts with what your user is looking for and how you can add value and help them.
#7 Find partners
Estate agents, other law firms, business clients, medical experts, all represent opportunities for partnerships, which is really useful for link building purposes (a really important Factor when it comes to SEO) and also for promotional purposes. Partners can share your content, your brand messages and they give you referrals.
How can you provide your partner with value, for example if you work regularly with estate agents, can you provide a legal guide to conveyancing that their audience might find useful. It could even be published on their website.
#8 Feature your clients
Similar to showcasing reviews to demonstrate the successful work you've done for clients, you could also try and feature them in videos, images and case studies. This really helps potential clients to make a decision, demonstrating how you've helped people like them.
It is obviously tricky to feature clients using “distress” services such as family law and personal injury, however for services like conveyancing and any other service that makes people's lives better, there are some really positive stories to tell.
#9 Conversion optimisation
It's important to understand what stage in your marketing strategy development you should start looking at conversion optimisation.
This is the process of looking at how many people visit a website vs how many go on to make an enquiry.
It tends to be most useful when you get to a stage where you have a lot of visitors to your site and you can make assessments on how it is performing, for example are my headlines doing what they should? Could my enquiry forms be more persuasive? Are there any other elements such as video testimonials or reviews that could be applied to the page to encourage more visitors to enquire?
For new sites, this is less important (providing you’ve used someone who knows what they are doing to design your site). New websites should focus primarily with driving more awareness and traffic before looking at on site behaviour in any depth.
#10 Understand your data
You might be really happy that you have tripled your website traffic in the space of a month, but if your conversion rates (website visitors vs. people enquiring) has not improved then you might be celebrating the wrong statistic.
You want to understand which pages and services are performing well in terms of generating enquiries and which areas you need to improve. Establish which metrics are the most important and look at data over a reasonable time frame. For example don’t panic if your website traffic dips compared to yesterday or last week as long as it has gone up month on month or quarter on quarter.