How you approach your online marketing strategy can either set your firm up for long-term success or cause you to fall behind. The good news is that there are lots of easy ways to do successful web marketing.
Here are three things to think about when it comes to your law firm’s online marketing in the new year.
#1: Put yourself in control of your law firm’s online marketing.
Being in control doesn’t necessarily mean you have to do everything yourself, and it doesn’t require you to be an expert in technology, marketing, or search engine optimization.
But attorneys who are in control of their web presence know several key things:
hey know that their marketing is transparent. They have full access to their marketing assets, they know where their assets are located, what role these assets play in marketing the law firm, and they have an ability to exert influence over them. Attorneys who are in control can independently measure results and refine their marketing strategy as a result.
They know that their marketing is affordable. Instead of becoming dependent on wasteful forms of advertising with high price tags, attorneys in control are able to cost-effectively grow their businesses through sustainable marketing.
When you’re in control of your online marketing, you’ll have an easier time getting new clients without wasting time or money.
#2: Start with a high-performance law firm website.
Whether you’re starting a brand new law firm website or you want to improve the one you already have, a high-performance law firm website is essential to online success.
A high-performance law firm website should have content-rich pages that are optimized to convert web visitors into potential clients for your firm, as well as compelling calls to action, smart forms, and an easy to use management system that you have access to and control over.
If you’re starting a brand new website, it’s important to make deliberate, educated choices when you build and launch a new website. This includes decisions about website design and choosing the right website platform for your firm’s needs. When you build a law firm website that’s cost-effective, engaging, and also scalable, you’ll be able to set yourself up for both short and long-term success.
If you already have a website and it doesn’t work as well as you’d like it to, it’s time to take control and understand why it’s not performing well so that you can fix what doesn’t work and safely build on what is working. At LawLytics, we’ve helped many attorneys fix their underperforming websites so that they can get the most out of their web presence without having to become tech experts -- and without breaking the bank.
#3: Be prepared to collect more client reviews.
Online reviews are becoming more important in recent years, and client reviews are persuasive to potential clients.
Many potential clients look to online reviews (positive, negative, or the lack of reviews altogether) as part of their decision-making process when it comes time to hire a law firm.
A potential client’s confidence in your law firm can change when they see good reviews, bad reviews, or no reviews at all. And that can affect your business. You can’t control what a client will say about their experience with your law firm. But you can be proactive about collecting reviews, as well as monitoring and managing your online reputation.
When you can translate the experiences of happy clients into reviews for your law firm, you’ll likely see a positive effect on your firm’s business. Reviews generally show up in two places: Your law firm’s website, and third-party review sites.
Your website is a great place to add reviews from happy clients. It’s free from distractions and you have control over what gets seen. When you have control over your website and you’re using the right technology, you can decide how many reviews are listed, which reviews get published and in what order they appear.
But reviews don’t exist on your law firm’s website alone. There are many third-party websites that feature law firm reviews, and potential clients are likely to see several of these sites.
Collecting, monitoring, and managing your reviews is important, but it doesn’t have to be time-consuming. Technology is making this process easier, and much of it can be baked right into the work you do on an everyday basis.
About the Author
Victoria Blute is the Director of Education at LawLytics. She is passionate about legal marketing and helping attorneys learn what works for law firms on the web.