Marketing is effective when you get a message out that leads to new clients and retains existing ones. For law firms, the services offered include knowledge, experience and utilization of technology to minimize costs. What better way to showcase these attributes than through specialized marketing. This article takes a look at ways attorneys can benefit from specialized marketing.
For any business, their website is a virtual lobby. How professional it looks has a direct relationship to how visitors will judge the competence of the business. For attorneys, this means offering visitors an impressive look at their practice.
Components of a law firm website usually include attorney biographies, practice descriptions, office locations, and firm history. Many firms also include a media and press section with articles on important or high profile matters the firm was involved in.
The website is also the place where a law firm can build up their list of contacts and lists of potential prospects. These contacts can be marketed to through readily accessible media on the website. These items may include access to training/seminar videos and newsletters.
Effective marketing occurs when someone regularly and subtly places their name in front of a prospect who will instinctively remember them during their time of need. One of the most cost effective ways to market is to offer an emailed newsletter that people can sign up for on the website. People will only sign up for it if they are interested in the topic. Attorneys will know that those on the list are a captive audience interested in the topics covered.
While the website is necessary as the center of an online presence, it should be integrated with other platforms to maximize the firm’s exposure throughout the Internet. If a firm holds a seminar or wants to communicate changes in a particular law that may affect existing clients or prospects, it is worth filming. By posting it on several social media platforms the firm receives greater exposure and can respond to any comments received.
With a website, attorneys have an outstanding communications tool. Unless people already have the web address or find the firm through one of the social media platforms, they will probably use a search engine. When they type in their city, or type of attorney they are looking for, how can an attorney make sure their practice is listed at or near the top of the search results page?
Search Engine Optimization (SEO) is used to help businesses and individuals get listed at or near the top of search results pages when certain keywords are used. For example, a divorce attorney in Los Angeles who specializes in family law where custody is involved will work with an SEO expert to make sure that any search on any variation of the keywords related to divorce, attorney, Los Angeles, and custody will result in their website being listed as high up on the results page as possible.
These are just a few of the ways in which attorneys can utilize specialized marketing to achieve maximum results. Contact Connective Web Design to discover the best internet marketing strategies for your business.