Follow These 7 Simple Tips And Your Law Firm Will Gain A Steady Stream Of Leads And Clients Without Investing A Dime

We can all agree that digital marketing has become a business necessity for law firms of all shapes and sizes. That said, the sheer complexity of the matter makes the subject hard to learn and even harder to master. The fact that there are only 24 hours in a day and a busy lawyer has his hands full with a wide variety of other tasks only adds salt to injury. 

Just like that, law firms are stuck in an endless race for online visibility doing their best to rank higher, perform better, and gain more traction on social media. All meaningful and fruitful endeavors – at least on paper – and none bring in the ROI one might expect. 

Why is that? 

In reality, all it takes to succeed in the ever-changing tides of the online ocean is consistency. And no, I don’t mean that having a content calendar and sticking to it will solve all of your problems. What I am trying to say is that you should define a clear, precise goal and use every digital channel at your disposal to work towards it. 

Yes, you will be forced to build a reliable foundation for your brand to succeed, but on the bright side – the lion’s share of the groundwork will not cost you a dime. 

7 tips that will boost your online presence and attract new clients

When it comes to digital marketing, your primary objective should lie in crafting a virtual presence that looks and feels appealing to your target audience (not in a way that attracts attention, but in a way that induces trust). In simpler words, you want people who stumble upon you to feel like they’ve come to the right firm even if they weren’t actively looking for a lawyer. 

Aim all of your digital marketing efforts towards this goal, and you will be reaping the rewards of a well-established digital presence in no time. 

The best part about this goal-oriented strategy is that it is rooted in activities that are essentially free. Most aren’t even too time-consuming.  

1. Listings and ratings: Clutch, GoodFirms, Avvo, and similar platforms are an excellent source of free exposure that caters directly to your main objective – being much more appealing to a potential client. 
2. Referrals: Google, Yelp, Avvo, and LinkedIn are all amazing sources of incoming leads. Make sure to nudge your existing clients into leaving a review and you’ll be killing two birds with one stone: 1) you will appear like an authoritative and experienced law firm, and 2) your website will be much more visible thanks to the positive SEO of links from reliable resources. 
3. Transform cases into the foundation for content: Having a blog is a business necessity nowadays. For starters, firms who have blogs get 67% more leads than those who don’t. Secondly, the content you publish on your blog can be easily repurposed to create original and engaging content for social media. I’d recommend finding inspiration in what you write on your blog in the services you provide to your clients. Share thoughts, insights, and strategies that are related to your current cases (if it is allowed, of course), or transform case studies into engaging articles and you’ll never run out of things to write about. 
4. Targeted networking: We all spend time on social media. Use it to your advantage. Find online communities, LinkedIn groups, or Reddit threads that correlate with your area of expertise and become a regular. This way you will be talking to an audience that’s already interested in what you have to say, making the ongoing sales process run much smoother. 
5. Answer FAQs and legal questions online: This strategy works similarly to targeted networking with several key nuances. First and foremost, your answers will give you more authority and credibility “in the eye of the beholder”. Eventually, you’ll spread your net wide enough for people to recognize your brand from simply seeing it online that one time when it counted. 
6. Be more open: The number of lawyers that work in your firm, their names, professional achievements, etc. need to be visible. This simple adjustment to the team page on your website will transform you from a random run-in-the-mill law firm, into an assembly of people customers can connect with on a much more personal level. 
7. Monitor your marketing channels: All of the abovementioned tips show exceptional results if approached wisely. That said, some might perform better than others in your particular case. And, given you don’t have all day to dedicate to marketing, the time will come when you will be forced to make a few hard decisions, cut a few corners, or abandon the less effective of your marketing activities. These kinds of decisions, though, must be based on qualitative and quantitative data. 

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