The digital age is upon us, and the legal industry cannot afford to ignore its benefits. Today’s legal clients have varied needs, and you cannot afford the inability to serve them.
Most legal clients don’t have permanent legal counsel until some issue crops up. When looking for a lawyer, the legal today consumer inevitably goes online. They look for someone they can safely place their confidence in and want to feel that there is a solution for their problem.
Building your firm’s reputation and authority in the digital age is much easier than you think. The internet is a powerful tool that can help you grow your firm.
Online strategies for building reputation and authority
Your knowledge of the law and providing excellent service are vital to running a successful legal firm, but today’s growth is heavily reliant on marketing this online.
1. Online presence
Most businesses are generating business online, and a digital presence is the best way for your law firm to take advantage of the internet. Clients are starting their research online before reaching out for legal advice, and your online presence offers you the opportunity to show them your level of expertise, answer their questions, and build on their trust. This is the beginning of the buying process for prospective clients.
2. First impressions count
Cleverly brand your law firm online to align it with how you want it viewed. Ensure everything you place on your website and social media is an accurate reflection of what your firm stands for and the value proposition you offer.
Once you have your online platforms converting inquiries into clients, please don’t abandon them. This is a work in progress that requires some of your time now and again to keep it fresh and to work at its most challenging for you.
3. SEO generates potential
There is no doubt that the internet can be your best salesperson if your firm is easy to find online. Most people won’t know your law firm by name, so search engine optimization is the best way for them to see you. If you don’t know how to technically build your site to make it at the top of search engine result pages, get marketing advice. Additionally, read on to find out about the value of content.
4. Make your website stand out
Your law firm’s website must reflect everything your firm stands for and create an excellent first opinion. It takes just a few seconds for someone to decide if they will move on to another legal website or contact you. Align its design, whether you want it professional or modern, to attract your clients.
5. Be responsive
Research indicates that at least one-third of clients are now starting their searches on mobile devices. If a website is not built to be mobile optimized, it takes longer to open and affects your SEO.
6. Offer relevant content
Visitors to your website need convincing that you are the right lawyer for them. As we said earlier, relevant and unique content is vital for SEO because an online search for a problem will lead to your website. Your content can convince visitors to seek your representation.
7. Call to action is vital
Converting visitors to clients can be difficult if you don’t add a call to action. Make it prominent so that it’s easy for them to reach out in whatever way is easier for them – online inquiry, phone call, message, etc.
8. Social media can work for you
Social media allows you to share information through updates and links, making your potential clients aware of you. Making updates and sharing links will get you some traffic. Still, you need an excellent social media strategy to generate more business, gain insight into your competitors and demonstrate your expertise in the industry.
Pay-per-click (PPC) advertising is used combined with all the above strategies by law firms in competitive markets. It works well when combined with all the other strategies, offering you better click-through rates and an improved return on investment.
9. Reviews and testimonials
Since most consumers decide based on customer reviews, make sure to encourage your clients to leave a review. Make it easy for them to do it on your website, and remember, most need reminding.
Testimonials can also enhance the effort of your reviews page. These can be written or video testimonials, and they don’t need to go into great detail; they need to emphasize how good their experience was.
Embracing technology is the best way to build your reputation and authority in law today. Word-of-mouth referrals were how older law firms got their customers, but now the search has gone online. Ensure you are easy to find and let your potential clients know that you are good at whichever area of law you practice.
The senior editor of Legal Scoops, Jacob Maslow, has founded several online newspapers including Daily Forex Report and Conservative Free Press