These days most attorneys have a website (and, if you don't, we
need to talk). But, a website doesn't automatically get you
business. There is a lot more to online marketing then merely
putting up a simple website. You first need to understand what your
potential clients are looking for when they seek out and hire an
attorney. You can then use that information to develop an effective
overall online marketing strategy. According to a FindLaw U.S.
Consumer Legal Needs Survey, potential clients want to know that
you have expertise in your field, you are trustworthy, and have a
good reputation. Moreover, the survey found that a majority of
people who contact an attorney hire the first attorney that they
contact. If you can use your online marketing to demonstrate your
expertise, trustworthiness, and reputation, you might just be that
Here are eight ways to maximize your online marketing:
Have a Mobile-Friendly Website. If your site is
not mobile optimized, then you are losing out on potential
business. Not only are more Google searches now taking place on
mobile devices than on computer, but Google also gives ranking
preference to sites that are mobile optimized. Two good reasons to
ensure that your site can be easily viewed on a mobile device.
Reduce All Barriers to Entry. Whether it's your
website, social media page, or directory listing, you need to make
it as easy as possible for a potential client to reach you. For
example, if a potential client finds your website on their mobile
device, they should be able to click one button to call you from
their device. This requires a clickable phone link on your website
and an answering service or call specialist to conduct an intake.
For directory listings, such as Avvo and Justia, make sure that
you've claimed your profile and that your contact information is
Produce Good Content. High quality content
plays an important role in boosting your search engine rankings as
well demonstrating your expertise in your field. Use your own blog
and write for other blogs and publications (and make sure they link
back to your site).
Video. All statistics point to the increasing
importance of video as part of an online marketing strategy. By
2017, video will account for nearly 70 percent of all consumer
internet traffic. YouTube receives more than one billion unique
visitors each month - that represents a huge market of potential
clients and referral sources. Video might take the form of an intro
to your practice and individual attorneys, a Q & A with the top
questions you receive from clients, or a recording of a
presentation you've given.
Get reviews. This is a great way to build trust
among potential clients, plus it factors into Google rankings.
Google, Yelp, Avvo, and Facebook are top sites for reviews. Ask for
reviews from clients after a good result, and make it easy for them
to do so.
Sign up for Google My Business. Google My
Business (GMB) puts your business on the map, literally. If you are
on GMB, a Google search that results in your firm listing will
present an image on the right-hand side with a map of your location
and important information about your firm. If you want potential
clients to find you on Google, you need to be on GMB.
LinkedIn - Use it To Your Advantage. If someone
searches for you online, most likely your LinkedIn profile will end
up somewhere on the first page of the results. As such, you should
keep your LinkedIn profile up-to-date (that means a professional
picture as well) and use keywords to describe your practice. Then,
use LinkedIn to disseminate content to demonstrate your expertise
and engage with others to boost your reputation.
Facebook - It's Not Just for Personal Use. With
nearly two billion users currently on Facebook, that's a whole lot
of potential clients you don't want to lose out on. Create a law
firm Facebook page and then start posting and promoting it. Use
targeted Facebook ads to get in front of your potential
Everything above should be part of a comprehensive marketing and
business development strategy which identifies your target market
and proper marketing channels, sets forth a plan that is tied to
your budget, and includes a method to track and analyze your
Heidi S. Alexander, Esq. is a Law Practice
Management Advisor at the Massachusetts Law Office Management
Assistance Program (MassLOMAP), where she advises lawyers on
practice management matters and provides guidance in implementing
new law office technologies. She frequently makes presentations to
the legal community and contributes to publications on law practice
management and technology, including American Bar Association's
(ABA) Law Technology Today, Attorney at Work, and Technolawyer. She
is also the author of the forthcoming publication by the ABA's Law
Practice Division, Evernote as a Law Practice Tool, and serves on
the ABA's TECHSHOW Planning Board.