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April 13, 2020

How to do marketing for small law firms

I'm going to show you some digital marketing strategies for small law firms that you can plan and implement by investing small amounts of time over a month. Sound good? Let’s go.

As a small law firm trying to get new clients, it can be difficult balancing day to day legal work with the business development side of things. Many small law firms struggle with knowing where to start, what works, what doesn't and how much time and money to invest in delivering on your marketing strategy in order to see results.

“Marketing results mean a return on investment of both time and money.”

Ultimately the only test of how well you've invested your time and money is how many paying clients you get for your marketing efforts. The beauty of using digital marketing to get your law firm more clients is that everything is measurable. 

Your Marketing Mindset

As a small law firm, it's unlikely that you will have a dedicated team marketing people. You may even palm it off onto a junior member of staff who has far better things to be doing  (and things that they are far better at doing).

Understand that your marketing effort is an important function.

You'll need to be ready to do things quickly, understand what works and what doesn't in order to set yourself up for long-term success.

Small Law Firm Marketing

Here are some of the common mistakes that you should avoid when marketing your small law firm.

Do

  • Learn what works and what doesn't
  • Use experts that have proven track records
  • Focus on your ideal clients' intent
  • Focus on SEO for long term success
  • Focus on local SEO using Google my business
  • Measure the right things!

Don't

  • Publish social media content without an audience
  • Create content that you think is good without considering your audience
  • Pump money into advertising when you can' measure the results
  • Think that marketing will solve all your problems after a few weeks. It's a long term play!
  • Measure the wrong stats

Setting Targets

​This bit is quite simple, and great fun if you like Maths. 

  1. 1
    Identify how many enquiries you currently get  from your digital marketing efforts. If you are unsure, that is fine. You could even do a small estimate or use the number of overall enquiries you get. 
  2. 2
    How many of those enquiries do you expect to convert into paying clients? Ideally you'll do this per department or service as the stats may vary wildly.  
  3. 3
    Use the above stats to work backwards and decide how many enquiries you need to get your ideal number of case opens, then how many interactions on your website and other marketing channels you need to get enough enquiries that are likely to go on and become clients. 

The average percentage of website visitors who go on to make an enquiry after visiting law firm websites we work with.

For example if your website is good enough, you may be able to convert 17% of all visits into telephone calls or enquiry forms submitted.

So if you know that you then convert 40% of all enquiries into Case Opens and your target of new clients per month is 60, then your targets might look like:

882 website visitors
150 enquiries
60 paying clients

So the key question is what is the most efficient way to get those 882 relevant visitors to come to your website (or other online channels where they'll make an enquiry). 

How do Your Competitors Do It?

Review your local competitors. If you don't know who they are, you can use our old friend Google.

Google Solicitors in Bristol Mobile

Then you can make a few simple observations about how well they are marketing their law firm. 

  • How big are they?
  • What do they focus on
  • What are the unique selling points?
  • How often do they blog?
  • How is their website structured and how are they landing pages laid out? 

Asking these questions of your competitors is useful because it gives you an idea as to why customers might choose them instead of and you, and what you can do about it.

Reviewing competitors may also give you an indication as to where you sit in terms of price and other factors, such as are competitors are offering introductory offers on fees or initial consultations.


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