Marketing Services For Law Firms – Why so few law firms have a marketing strategy? Legal services are still in demand, but the market is too saturated by companies that make considerable income and attract large clients.
That’s why starting or growing a legal practice requires a detailed marketing plan that will help your company get noticed. Below Helen Cox, an experienced marketing consultant, CIM (Chartered Institute of Marketing) qualified and MCIM status, discusses the potential for law firms to adopt a marketing strategy.
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Earning a place on the Top 100 UK-based law firm list takes years of constant growth, but every journey starts with small and simple steps. Defining the marketing strategy is probably one of the most important things you can do to ensure that the number of clients your company represents continues to grow.
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Relying only on referrals and word of mouth marketing, as a surprisingly high number of law firms in the UK do, is not enough to remain competitive on a market dominated by companies that earn hundreds of millions of pounds every year. In addition, law firms are often inconsistent in their marketing strategies, which results in an uneven stream of clients throughout the year.
Knowing who your ideal customer is can help you tailor a marketing strategy that will attract people who need the services your company offers. Understanding who they are, what their pain points are and the type of marketing channels they will use will be the main fuel to drive your marketing plan. If you don’t do this exercise you might fail at the first marketing planning hurdle.
Both offline and online marketing strategies have their advantages, and the trick is to make the most of them. Many people go straight to the internet but when it comes to the law firm it’s about building trust and a long term relationship. For example, attending local networking events can potentially help you meet new clients, but having an SEO-optimized website can help clients find you. Choosing one approach, and neglecting the other will reduce your chances of growing your business. Instead, you should take advantage of every opportunity you get to make your legal practice more accessible to new clients. It’s all about having the right balance in marketing activities.
A website is the cornerstone of all online marketing strategies, which is why it has to be carefully structured. Information about the services offered by a law firm as well as short biographies of each member of your team must be easily accessible to first-time visitors, while examples of previous work should also be available in just a few clicks. Testimonials offer a convenient way to convey past customer experiences to new ones, and using them on your website can help you create a bond with website visitors.
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Placing a video on the homepage of the website can improve its SEO ranking and increase the conversion rate at the same time. This is why many law firms use video content to present their services to their clients. However, including too much information about your company can have a negative effect, since visitors to your website do not have time to read irrelevant details about your practice. Striking a balance between too little and too much information may take some time, but it will eventually pay off.
Website SEO optimization can play a major role in the process of establishing a law firm’s online presence, as it can potentially increase the website’s SEO ranking. Choosing unique keywords that are relevant to your legal practice is a sure way to improve traffic to your website. You should also think about local SEO by including the location where you work for people searching for law firms in their area. Once you set up a good website you can start employing online marketing techniques that will expand your pool of potential customers.
A continuous and systematic effort to maintain the financial growth of your law firm will produce results sooner or later. The important part is to be patient and start executing your marketing strategy again, even when new customers start coming. Building a law firm’s public image takes a lot of time, and not paying attention to it can be a costly mistake.
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