Marketing can divert resources and costs for a family law firm. It can be a headache thrust on an employee whose time is better spent elsewhere. By thinking of it as building a brand and connecting with your community, getting your name out there will be more organic. These five ideas will be marketing a much easier process.
Have an Up-to-Date Website with Proper SEO
One third of all potential clients start their search online, so you need to make sure your website is easy to find, up-to-date, and mobile ready. All of your vital contact information must be accessible and the more effortless you make contacting your firm, the better. Also, make sure that your website really represents your firm and the type of cases you take. Think: what makes you stand out? 70 percent of law firms generate new cases just from their website. You could be losing business when potential clients come to your website simply by misrepresenting yourselves or not having accessible information.
Not only does your website need to be up-to-date but it needs to be mobile ready. 57 percent of users say they won’t recommend a business with a poorly designed mobile site. Nowadays, many people start their searches on their smartphone. Ensure your website is mobile ready and loads quickly and cleanly on a mobile device. If your website is out-of-date or running inefficiently on smartphones, sites like Squarespace or Weebly are user-friendly enough for you to create your own site. All of their designs are also mobile device ready, so you don’t need to know complicated code to make a simple and clear website.
Now that your website is ready for client views, they need to find you online. To make this happen, your site needs to have good SEO. SEO, or search engine optimization, is how a search engine, like Google or Yahoo, will find your website. 97 percent of consumers use the internet to find local businesses, so the ability to have search engines find you is essential. To learn more about SEO and why you need it, you can read our last blog.
Utilize Social Media for Your Law Firm
By utilizing social media, you can engage with potential clients and brand your firm, and the best part is you can do it all for free. A survey of 101 law firms found more than half gained clients due to increased social media engagement. More and more people are looking to sites like LinkedIn and Facebook for reviews on firms and recommendations. That same survey found that 45 percent of all traffic to law firm websites is driven by LinkedIn, so posting on social media can only help you make connections.
What can you do to engage potential clients on social media? Post articles that are related to family, child care, or managing stress. They don’t need to relate directly to the law since potential clients will only be interested in those when they need your services. However, if you post an article about managing the stress of balancing a career and a family, people will share that. The firm’s name will get out there, more people will follow you, and they will be more likely to hire your firm because they feel familiar with it. Of course, don’t be afraid to post call-to-actions that will bring potential clients to your site or blogs that will bring them there in an organic way. Even consider posting motivational quotes or quirky memes. As long as it solidly represents your firm and isn’t offensive, it works.
Lawyer Video Marketing
Video content is fast becoming a must-have on social media and websites. Legal firms who use video content for marketing purposes increase web traffic from search engines by 41 percent. Videos not only increase traffic to your site, but create a sense of familiarity and trust with your firm.
What kind of videos should you create? Think about some of your most frequently asked questions and answer them. You could talk about different aspects of family law that might be confusing, or laws that are specific to your state. This is what potential clients want to know about and another way they will find you. When someone has a question about custody, they pop their question into a search engine, and find your video. Viewers then get the answers to their questions, and consider you when looking for a law firm in the future.
That being said, you want to make sure that your video is good quality. Smartphones can record in high resolution and can make a quality video. Make sure that you have good lighting, so your face isn’t in shadows and you can be heard clearly. The video should not have ambient noise that can distract a viewer. A hitsearch study found that law firms that publish poor quality marketing videos reflects negatively to 62 percent of users.
Video marketing can increase your law firm’s organic search traffic by 157 percent and creates trust and brand awareness with potential clients. If you have good lighting and a quiet space, video marketing can be very cost-effective.
Blogging is an incredible marketing tool for a number of reasons. Blogs will help with your SEO and bring people to your site. It will also increase brand awareness and build engagement and trust within your community.
Websites with a blog tend to have 434 percent more indexed pages on search engines. What does that mean for you? It means your searchability will go up because there are more pages of content for search engines to index. Your website will become a recognized resource of information by that search engine and the firm’s website will move closer to the top in searches.
If your website is a bounty of knowledge for your target demographic, your brand will build and potential clients will feel more comfortable hiring you. 47 percent of buyers view three to five pieces of content before engaging with a company representative. Blogs familiarize potential clients with your practice and the voice of your firm. The potential client will know before they even call you whether your firm is a fit for them.
Now what do you blog about? Anything! What are questions that potential clients will want answers to? Write them up as a blog. Are there things you feel like potential clients need to know about your process or the court system? Blog about it. However, don’t be afraid to blog about other things too. Does your town have a festival you think people would enjoy? Or maybe you have a favorite recipe that works really well for a big family meal. Blogging about those things will bring warmth, personality, and a sense of familiarity to your practice.
Connect in Person
Make connections face-to-face. There is no one who knows more about your firm, can answer legal questions, or represent the true spirit of your practice better than you! So host an event, go to a networking party, or volunteer your time. 95 percent of marketers agree that live events give attendees valuable connections in a digital world. These connections are what you need to build your firm.
Offer your services as a speaker or teach a continuing legal education seminar or a free course. Volunteering is a mutually beneficial to connect with your community. It could be volunteering your legal expertise but don’t be afraid to expand outside of that. Have your entire firm dedicate a day to Habitat for Humanity or clean up a beach. Connecting with people in your area organically builds a sense of community and potential clients will look to you when they need your services.
All in all, there are ways to reach potential clients that cost little or no money. Connecting with your community through social media, blogging, or in person will naturally drive people to your website and onto your client list.