Are you looking for the quickest way to get law firm clients through marketing?
We take a look at the most effective marketing strategies.
Law firm marketing is an essential part of building a successful practice and a long-term plan is highly recommended. Some marketing activities are faster and more effective than others and for those looking for a quick boost to client numbers, these are the ones to target first.
Website
A clear and comprehensive website is essential. It is your calling card for clients and they need to be able to easily navigate to the service they need and be prompted to call you. Adding regular content will promote your website in search engine rankings and give you engaging articles to distribute on any social media channels that you use.
Your website should reflect your strengths and unique brand and be designed specifically to appeal to your ideal client. For example, a commercial law firm will generally want to come across as professional and efficient, while a family law firm will aim for a more friendly and relaxed approach. Identify who you want to appeal to and tailor the whole of your site to connect with them.
If you would like to know more about our services in this area, see Websites for Law Firms and Barristers Chambers.
SEO built into your website
When building your website and adding content, you should pay attention to search engine optimisation or SEO. This is key to ranking well on Google. For example, if someone is searching for an experienced solicitor who deals with settlement agreements for employees and who is based in Reading, the solicitor they will find will be one who has these keywords on relevant pages of their website.
As well as having service pages giving details of how you can help potential clients in each area of law that you cover, by adding articles or blog posts, you have further opportunity to reach clients. An insight piece on ‘What should be included in a settlement agreement’ will bring in potential clients who are likely to need your services. Once they are reading your article, you have the opportunity to explain to them how you can help.
Pay Per Click or PPC
Pay per click or PPC for law firms is one of the fastest ways of seeing results in terms of an increase in client enquiries. Once you have tailored an advert to attract clients, you pay only when someone clicks on it. This means that you are only paying for people who have some genuine interest in your services. You are likely to see results as soon as your adverts go live.
PPC allows you to hone in on areas and services you wish to target. You can concentrate on local areas by including your location in the keywords. You can test your adverts and tweak them to maximise performance.
The cost will vary, depending on how competitive your ad keywords are. For more highly sought after keywords, the cost will be higher. The secret is to find keywords that are effective for your business but are not so generic that competition is excessive.
For more information, see PPC or Pay Per Click for law firms and barristers’ chambers.
Newsletters to existing clients
It is a good habit to try and sign clients up for your newsletter wherever possible. This gives you a bank of individuals who are already familiar with your services and who will therefore be more inclined to use you or recommend you next time they or their friends or family need a solicitor.
A newsletter is your opportunity to let them know what other services you have. You can include relevant pieces of legal news, details of other services that you offer and that they may not have been aware of, success stories and a little about your team, for example, awards received or charity fundraising.
Contact with existing clients is always a good way of generating new instructions and yet it is a marketing activity that is often overlooked.
Contact our law firm marketing experts
At Orion Legal Marketing we are experts in law firm marketing. We offer a comprehensive range of services, including website design, law firm PPC, help with social media and legal content and copywriting for websites and newsletters. If you need a fast and effective boost to your client numbers, we can advise you on the best course of action.
If you would like to discuss how we can help you put the right marketing strategy in place for your business, ring us on 0118 380 5980, email us at enquiries@orionlegalmarketing.co.uk or fill in our CONTACT FORM. We’ll be happy to offer you an initial free consultation to discuss your needs and the marketing strategy that would best suit your business.
