Online marketing for law firms has become a hot topic—and a highly competitive space—over the past decade. That is because, more than ever before, people are turning to the internet to seek legal help and find a lawyer.
If you want to have any chance of succeeding in today’s legal world, you need to have a presence online and use technology to help grow your law firm. If you are concerned that you don’t have the skills or budget to market your wills and probate firm online, rest assured: it can be a lot simpler and more affordable than you might think.
One note before we get into things: before starting any marketing activity, be sure to check out the SRA’s guidance (or your local regulatory authority if outside England and Wales) on advertising and marketing.
Here are five of the most common ways to market your law firm online and gain new clients.
- Search Engine Optimization (SEO) – This is the process of optimizing your website for organic search results (ie showing up on the first page of Google for free). It is the holy grail for many law firms, but the cost to hire a top SEO firm to get you there can be high. However, there are some things you can do at little or no cost that can help. First, think about what terms your potential clients are likely to be searching for and use those on your website. Be sure you are updating your website regularly. Look for online listing sites for law firms and make sure you’re included there with a link to your website. This is not an exhaustive list. You can find a lot more information in this free Clio guide.
- Blogging and Email Marketing – Starting a law firm blog with lots of useful content is a great way to establish credibility with your target clients. To come up with content, think about what your potential clients want to know about and compose relevant, digestible blog posts to answer those questions. You should also collect email addresses (be sure to follow GDPR guidelines in relation to permissions) and send out periodic updates to your subscribers to keep them engaged with your law firm. A bonus is that this comes with major SEO benefits (see above).
- Social Media – Facebook and Twitter are great places to share updates from your firm and an avenue to post the content you create. There are huge benefits to having a good LinkedIn profile as well. Some lawyers in the UK are also having success with posting explainer videos and other engaging content to social media sites TikTok and Instagram. Whatever social media outlet you choose, aim to build up your followers and update them frequently. The more you stay in touch with current or prospective clients, the more likely they are to think of you when they need a legal professional.
- YouTube and Videos – YouTube is one of the most heavily-used search engines on the internet, so it is an avenue to consider if you are comfortable on camera. Creating free video guides is a great way to generate awareness and get people to your website or blog. Using video introductions of yourself and your law firm on your website is also a good idea because it helps clients feel more comfortable about approaching you.
- Online Reviews – In the online space, positive reviews are essential. Make it a habit to ask customers for reviews that you can share online. If you have a Google listing, ask if they can rate you there. If you want to be sure that you never forget to ask for a review, a good avenue to consider is ReviewSolicitors, a Clio integration partner, which automates the client review collection process for your firm. Whatever approach you take for reviews, be sure to read the SRA’s guidance on soliciting reviews.
Want to explore the above tips on online marketing in more depth? Then check out Clio’s guide, A Lawyer’s Guide to Online Marketing.
Packed with actionable tips on reputation management, SEO, blogging, and social media, it’s available to download free. Download your copy here.
This article was submitted to be published by Clio as part of their advertising agreement with Today’s Conveyancer. The views expressed in this article are those of the submitter and not those of Today’s Conveyancer.