Currently, according to statistics, 87% of law firms have a website. Given the competitive online environment today, it is more challenging to gain a strong online presence as an attorney. On top of that, many small firms don’t have a marketing budget, leaving 66% of private practices and small firms managing it on their own.
It is tough to juggle online marketing while running a firm, especially when you don’t have many resources.
The good news is that you have options to improve and build your online presence that is cost-free and user-friendly. Below are three ways—updating attorney and firm information, modernizing social media, and creating content—to secure credibility, reach a larger audience, and communicate with potential clients.
Update Attorney & Firm Information Online
Keeping up-to-date information about yourself and your firm is essential for clients to identify who you are, where you are located, and your success rate.
Firstly, your bio description, whether it be an about me page on a website, LinkedIn, or Facebook profile, can humanize you as an attorney in the potential client’s eyes. Sharing who you are as an individual will help clients feel like they know you better. Therefore, adding areas of interest that go beyond your credentials, such as interests outside of work, community involvement, and what drove you to practice law, will set you apart from the average attorney profile.
Secondly, pinpointing where your firm is located is one of the most important steps to take. You can do this by creating a cost-free Google My Business (GMB) account.
When it comes to your success rate, gathering information on your case results and publishing the settlements with a sentence or two regarding the situation will help not only gain potential clients but also integrate key Search Engine Optimization (SEO) terms.
Modernizing Social Media
Taking the steps to build your social media accounts will broaden your chances of speaking with potential clients. Also, it will help display your brand.
Platforms such as LinkedIn, Facebook, and TikTok are heavily recommended when seeking a cost-free online presence for your firm.
Many firms use LinkedIn and Facebook to increase their reach and influence. Both platforms allow for a bio, contact information, location, and content posts. Posting frequent content and pictures will help you establish your name and knowledge among followers. Another recommendation is to “like” and “comment” on other legal-related social media pages, legal organizations, and popular local community organizations to increase traffic to your page.
Only 24% of law firms use videos as a marketing tool. Capturing a video on something as little as a fun fact about the law or even a case result can captivate an audience, leading you to more potential clients.
Creating Content Helpful to Potential Clients
Online content – information made available to the internet – gives users knowledge on several different topics, including the law. The more thorough and reliable your content is, the more likely that it will be placed high on the search engine results page (SERP) thereby being seen by more people and potential clients.
One way to create useful, cost-free content is to guest blog on other sites. Writing posts that focus on your practice areas to a specific audience and linking them back to a website or social media accounts will not only increase views but also help the community find the answers that they are looking for, leading them to reach out for more information or services.
Another cost-free marketing tool to use is adding a Q&A section to your Google reviews. A Q&A section is visible to everyone, therefore, by answering a client’s question, you will be helping others. This develops a sense of credibility and indicates that you are dependable.
Lastly, crafting documents and checklists for initial meetings that describe the necessary paperwork and actions a client needs to take during a first meeting shows potential clients that you are organized and can guide them. That way, potential clients know what to expect, bringing them security.
Build Your Brand Today Using Online Presence
It can be overwhelming to figure out where to start with your law firm's online presence, especially when you do not have a marketing plan or budget. By focusing on some of the areas where you can improve your online presence at no cost, you’ll be on your way to increasing a potential reach to clients who would be a good fit for your firm.
