Ah, the satisfaction of the To-Do list! Checking off each item one by one as they are done provides a great sense of accomplishment, even for those of us with no OCD tendencies.
When it comes to legal marketing, the to-do list is really never done because marketing is a process, not an end-goal. As busy attorneys, our time to devote ourselves to marketing the firm is finite, but there are some things you can do when you have a spare hour or two that will pay big dividends for your marketing program.
- Update your bio.
Attorney bios are the most frequently visited pages on law firm websites and are one of the first things prospects look at when researching you online. Unfortunately, many of them are as dry as the desert. Your bio is a great opportunity to showcase what you have to offer potential clients and convince them to reach out to you for a consultation. Your bio should:
- Explain who you are and what you do
- Tell your story in an engaging manner, relating any personal anecdotes that have led you to the practice of law.
- Include any community activities, hobbies and charitable work.
- Have some personality.
- Include a good photo.
Be sure your bio reflects all your good qualities, not only on your website but also on your social media profiles. Be sure to load it with keywords that prospects use when searching for a lawyer who practices the type of law that you do.
- Beef up your FAQs.
Another frequently visited area of law firm websites is the FAQ area and it amazes me how many law firms don’t include one on their websites. People love to read FAQs to discover answers to their own questions. In addition, the questions you post are recognized by Google as long-tail keywords — questions like, “How do I file a personal injury claim?” or “How do I have a criminal record expunged?” — so this will help your SEO. Think about the questions you hear every day from clients and prospects, write them down with the answers and add them to your website.
- Turn those FAQs into content for your blog.
Each of those FAQs you just thought about that clients ask you all the time make great subjects for your blog! You will have to spend some time developing them into a full-blown article, but it is time well spent when you consider that you are writing about what prospective clients want to know. If you don’t want to spend the time writing, then shoot a video of yourself addressing these issues and post it on your website.
- Review your analytics.
Website analytics show how visitors are interacting with your website and blog pages, which helps you improve the overall performance of your sites. Are people filling out the forms you want them to? Are they spending time on your high-value pages? Is the bounce rate on your home page too high? All this information can be found in your analytics report.
- Post an article on LinkedIn.
Even if you don’t do B2B law, LinkedIn is still a good resource for distributing your content and getting it noticed by potential referral sources. You can repurpose one of your blog posts or a previous article you have authored, updating it with new information or giving it a different spin.
- Check your NAP listings.
It is critically important for Google SEO that your NAP (name, address, phone) listings are consistent across all platforms — wherever you are on the web, including your website, social media pages, directories, etc. Google views consistent NAP listings as a trust factor, so make sure your NAP listings are exactly the same wherever they appear.
- Research events to sponsor.
Sponsoring local events that involve or attract your ideal target market is a great way to get visibility for your law firm. Many events offer differing levels of sponsorship, so you can choose according to what your budget will bear. Involving law firm employees in events you sponsor can also help strengthen your team, no small benefit when you consider everything you rely on them for every day. If you’re not already involved in a community event sponsorship, look for an organization that is relevant to your practice area or to you personally to support.
- Request a review or two.
You may not like it, but prospects are looking for reviews any time they search for an attorney. Even if they are referred to you, they are checking out what others are saying about you online. Admit it, you do the same thing — for a hotel, a restaurant, a book, or whatever you’re about to invest in. Most legal services have become such a commodity these days that consumers rely on reviews to judge you. Therefore, it’s vital you have good reviews to share.
When you are asking for a review, you want to make it stupid-simple for people to give you a review. Understand that most people are more than willing to give you a review if you only ask. You only need to make the request, then provide them with links to your profiles on the sites where you want them to post and some instruction on how to do it.
- Educate yourself.
The best way to ensure you have a good legal marketing program is to educate yourself on the latest law firm marketing practices. There are a host of blogs, articles and websites dedicated to law firm marketing and many of its tenets — SEO, email marketing, social media marketing, etc. Stay on top of things when it comes to legal marketing just like you do in your area of practice.
- Write some personal notes.
It is never a waste of time to send a personal note to a valued client or a referral source. Don’t just wait until the holidays or when a case is over. Sending a handwritten note is a small, personal gesture that goes a long way with most people. You don’t need to ask them for anything; just let them know how much you appreciate them.
