Continuous marketing is key to ensuring success for law firms. We share our top 7 strategies for increasing your business in 2023.
1. Demonstrate your credibility, authority and capability
Potential clients need to know from the minute they land on your website that you have the expertise they are looking for. Your website needs to be easy to read and clearly set out who you are, what you do and why a client should choose you.
One of the best ways of engaging with the reader is by showing them problems similar to their own that you have resolved. This could be by including case studies and testimonials.
You should also include memberships of professional organisations, awards you have received and any particular experience you have that sets you apart from the crowd.
2. Build a strong brand
Your brand must be clear. This means you need to understand exactly what it is and what your unique selling point is and communicate this to potential clients. Everything you do should be tailored to your brand. For example, if you are a high street family law firm, your branding will be friendly and approachable. If you are a corporate law firm representing businesses, your website will need to be sleek and professional.
3. Produce regular content
To rank well in Google searches, you should consider adding regular content to your website. This could be news about your firm, successes you have had and the addition of new staff members as well as discussion of changes in the law and explanations of issues your ideal client may be wondering about. For instance, if you are a probate practitioner, you could add an article entitled, ‘How long does it take to obtain probate’ and finish with the suggestion that the reader contacts you if they need help.
4. Use digital platforms to engage your audience
Using social media is a way of reaching your target audience where they are. The area of law you practice depends on which platform you are likely to find more successful. For instance, many professionals are active on LinkedIn. You can post content such as articles on LinkedIn, using them to establish your authority in respect of your specialist areas of law and also use the platform and groups to build relationships with potential clients.
5. Optimise your website
Optimising your website means helping Google understand what you are offering and persuading it to rank you highly. This involves several separate issues and you may need to consult a marketing professional to ensure your website is as fast as possible, free from issues that could reduce your ranking and works well on all devices.
SEO is another crucial part of optimisation. Ensuring your web pages use the right keywords means that Google will send the right people your way. You should also make sure that your site is easy to navigate so that you don’t lose readers who can’t find the page they want.
6. Build your email list
An email list of clients and potential clients who are interested in the services you offer is highly valuable. You will need to comply with GDPR when collecting email addresses, but once you have a list you can send newsletters out on a regular basis. This is a good opportunity to engage with clients so that they don’t forget you as well as to cross-sell them services that they might not have been aware that you offer.
One of the best ways of building an email list is by offering a lead magnet.
7. Create video content
Video is extremely popular and there is evidence to show that you are more likely to be listed on the first page of a Google search if you have video on your relevant web page.
There are many options for video content including an introduction from your senior partner, answering frequently asked questions in a specific subject area, client testimonials and pieces from each department explaining how they help clients.
It is an excellent way of connecting with potential clients and ensuring they see you as approachable. For more information, see video marketing.
Contact us
If you need help putting together a marketing strategy or with any part of your law firm marketing activities, we will be happy to hear from you.
At Orion Legal Marketing we provide a full range of services including law firm branding and design, content creation, social media and website design.
To discuss your needs, ring us on 0118 380 5980, email us at enquiries@orionlegalmarketing.co.uk or fill in our CONTACT FORM. We offer a free initial consultation.
