The 21st century has seen an increase in competition within the legal sector. Whilst being a lawyer was once only seen as a profession for a small segment of people, now anyone can train to be a lawyer. Undoubtedly, this is a good thing, yet it means the legal field has now become oversaturated – it is much harder to appeal to clients then it used to be. Gone are the days when you could simply rely on billboards and TV adverts to market your law firm: with the rise of social media, more than 70% of your target audience will use online articles rather than ads to have their questions answered about your firm.
Why do I need to market and advertise myself?
Marketing your services is therefore of the highest importance: if done correctly, you could be able to draw in endless numbers of potential clients to your site. And, luckily, with website builders such as our very own Go Sitebuilder around, advertising yourself is by no means an impossible task. We have comprised together a list of ways to help you build your online image, making your marketing strategy that little bit easier.
Ensure you have an SEO strategy
SEO – search engine optimisation – is key to increasing your online presence. SEO essentially maximises the traffic flow to your online website by making your site appear higher up in Google searches, and should be a key tool in your marketing strategy. Considering that 55% of all clicks go to the first three Google search results, being visible to users is of high importance. Investing in SEO is vital if you want to expand your client base, or even start from scratch – this Legal Trends Report revealed that 37% of legal consumers look for a lawyer via an online search.
SEO is often improved through posting blogs, as the keywords that you use are picked up by Google, and thus your website is more likely to come up in search engine results. Other ways to optimise your site for SEO are having clear site navigation – with a call to action on the homepage -, using high-authority external links and making sure that your pages load quickly. It’s also crucial to make sure your site is optimised for mobile, as Google now has mobile-friendliness as a factor in how well your site ranks. If you’re new to SEO, check out our quick guide over on our blog.
Target your networking
This may seem obvious, but if you are just starting in the legal profession then you must choose a specific area of law to practice – remember, each client has a special, specific issue in mind. It could also be of benefit to pick a niche area of practice: for example, if you go into corporate law then you could specialise in trusts and bonds.
Consider also whether or not you want to be a local, national, or global firm. Attending networking sessions is a fantastic way to get yourself out there, as it will give you the ability to advertise yourself in person, adding a more personal element to your online business. Perhaps if you want to have a strong local presence then doing some pro bono work could be an invaluable way to market your services. Word of mouth is not to be ignored, and if you are seen to be helping the community, then they are much more likely to want to help back by supporting your business.
Don’t underestimate social media
As mentioned previously, the Internet is practically a breeding ground for new clientele. Paid marketing through the likes of Facebook and Instagram means you can reach out to anyone, anywhere. Barry Walker, a Managing Partner at Walker Law has commented that “Social media marketing is the future of lawyers. Most people perform research on their smartphones.”
Having a strong presence on social media can also help build your credibility. By posting updates about your services, as well as your achievements, you can create a strong image around your business which others can easily follow and access. It also gives people the chance to leave unfiltered reviews of your business: not only can this generate trust in others who are considering your services, but it also markets your business for you, completely free of charge! Sharing these reviews on your website is a fool-proof way for you to build a relationship with a client before either of you have ever met.
Where do I start?
Although you might succeed in drawing people to your site, you must entice them to stay. Having poor web design and shoddy content is a sure-fire way to dissuade people from wanting to use your services, and could prompt them to turn to another competitor in the same industry. Standing out from the crowd with modern, cutting edge web design and an easy-to-navigate site adds to your image as a professional who really knows what they’re doing.
Go Sitebuilder is a simple and easy to use website builder, giving you the ability to create one of the best online businesses in your field of work. Our 14-day free trial allows you to test this for yourself, giving you all the freedom to craft your own business website.