Introduction

Online law firm marketing is imperative to the success of any law firm in the digital age because almost all consumers search online before making decisions to buy a product or service. With online marketing you can create a marketing campaign to attract new clients, convert them into leads, close them into clients and delight them when they become clients so they don’t forget about you. The clients that remember you will become promoters of your business because word of mouth and recommendation are still highly effective and influential methods of attracting clients – the process has just moved to a digital medium. To stay competitive, your law firm must keep up with new marketing techniques and technology. If you don’t have an online presence you are missing out on many opportunities. This article will educate you on how to optimize your law firm for the digital age. Below are some fundamentals of online marketing for law firms.

Attract Website Visitors

The field of law continues to become very competitive. As a result, it is becoming harder to compete for the attention of potential clients. In order to attract new clients for your law firm, you have to create an online presence. Your online presence can be created in many ways. You can create social media profiles (i.e. LinkedIn, Facebook, Twitter, etc.) and educate your audience about the field of your practice using blog posts, articles and e-books. Another option available to lawyers and law firms is to create an online presence by subscribing to business listing websites like AVVO, Lawyers, Yelp, and Yellow Pages. On these sites, your customers can leave a review of your services and rate your law firm. Another method which generates the best results is to design your own website and optimize it to be found by search engines for your target keywords and geographical locations. By using these methods, you can attract the customers that are right for you and grow your law firm’s business.

Convert Visitors to Leads

After you have attracted a visitor to your law firm’s website, you have to offer them something of value – this could be a piece of educational material or some guidance and help in choosing the service that is right for them. You can achieve this by using forms, calls-to-action and landing pages on your law firm’s website. This stage is where the exchange of valuable information happens. You give them something of value and in return the visitor to your website gives you her contact information, thus becoming a lead.

Close Leads to Customers

Once you have attracted visitors and converted them into leads, it’s time to turn them into customers. Different techniques and software can be used to accomplish this step; such as e-mail campaigns, customer relations management (CRM) software and workflows. For example, a successful e-mail campaign is important because it will add to the bottom line.

Delight

After you have closed leads into customers, it’s time to delight them! This is often accomplished by the use of surveys, smart content and social monitoring. This stage helps you find information about how your customers like your law firm and the services they received. It also offers a valuable insight for you through the perspective of your customers.

Conclusion

At first, this all might sound a bit overwhelming. Rest assured however, it becomes easy with a little practice and the right marketing partner. If you are thinking you don’t have time to be a marketer because you have a law firm to run, then you can contact us and we will get you setup on our Law Firm Marketing program. To learn more about law firm marketing in general and our Law Firm Marketing program in specific, click below and download our Essential Guide to Law Firm Marketing e-book.