30 Jun The “Do’s” and “Don’ts” of Marketing Your Law Firm Online

Thanks to the internet, the possibilities are endless when it comes to marketing your law firm.  Your digital marketing strategy should include a combination of social media, strong online presence, reviews, thought leadership and more. To make the most of your efforts, here are some do’s and don’ts to keep in mind as you create your game plan:

Show your knowledge and commitment through consistent, helpful content. Having an online presence in front of your clients and potential clients won’t matter if you don’t have captivating messaging. When it comes to legal marketing, it should be educational, actionable and helpful – but also mindful of the fact that you’re not actually giving them advice. Whether you’re adding blogs to your website, guest blogging, interviewing on podcasts or adding videos to YouTube, make sure that your content is relevant, timely and informative. Newsletters, service pages, FAQs and more will help you to find your voice and spotlight you as an industry leader.  Optimize your content for SEO, post on a regular basis and watch traffic convert over to leads.

Related: 5 Ways to Grow Your Law Firm With Online Marketing

Show that you are human. In a sea of attorney websites, make an effort to personalize your site. This is especially important when marketing your law firm because there is often a taboo perception of lawyers being heartless and robotic (thanks, Law & Order!). By showing a more human side of your and your staff, you’re able to ease your potential clients’ fears about working with an attorney.

NOTE: Showing face is especially important now that the world is recovering from COVID-19. People are excited for the human interaction and for the foreseeable future, your videos is the only place they will be seeing you without a mask!

Don’t give advice online.  The interactive nature of social media is informal. But don’t be lulled into offering legal advice on Twitter or Facebook.  This situation is fraught with the potential to stumble into confidentiality lapses, conflicts of interest and ethical violations. To stay informative but within the ethical guidelines of your profession, answer frequently asked questions and do not respond with advice directly in a message or a comment. Instead, offer for them to make a consultation with you so that you may address their inquiry directly.

Maximize your web presence.  80% of consumers research on the internet before making a financial transaction, including hiring an attorney.  Is your website user-friendly, interactive and completely up to date with your contact information? It should be. Most importantly, ensure that your site is ready for viewing on mobile devices.  As many potential clients are looking for you on their smartphone or tablet, if they can’t view your videos, blogs, photos and other content quickly and smoothly, they will move on to the next search result.

Be careful about posting your cases on social media. Just as you should not give advice online, you do not want to reveal any details of ongoing cases. However, once a case is closed and there are no legal repercussions to your sharing the general outcome and journey of the case, it can be a great way to increase engagement.

TIP: When you win or settle a case, request a video testimonial from your happy client!

Be present across multiple, strategically chosen platforms.  Facebook, Instagram, LinkedIn, Google My Business, Twitter, Avvo, Yelp. These are the most important platforms for an attorney to be in order to market their law firm. In order to be effective across all the platforms, you must have the right processes and mindful automations in place. As soon as you are able, it is ideal to work with a legal marketing firm to help you properly manage these platforms.

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