Law firms that look to actively grow their client base and retain their best customers are setting themselves up for a bright future.
Simply awaiting referrals should not be an option. And taking a reactive approach to customers is likely to see you lose them off the ‘back end’ and fail to attract new ones on the ‘front end’.
There are many wonderful tools at your disposal to help you reach out to your new and existing clients but it can be confusing to know where to start.
In this post, we go over the four areas of your digital presence to focus on, with some tips for creating the most immediate positive impact for your law firm:
Let’s get straight into it.
There are three main ways to grow traffic to your law firm website:
If you’re not doing much or any of the above, you’ll probably want to start with SEO and then develop strategies for paid advertising and social media.
Following are a few tips for each area:
SEO is about helping your website rank on the first page of the search engine results pages.
Here are some of the most important actions you can take to give your law firm the edge here:
These are just a few of the best tips. Many more can be found in our law firm SEO article.
AdWords (now called Google Ads) is the most popular pay-per-click advertising platform and a powerful way for law firms to find new clients.
Google ads appear at the top of search pages, ensuring that people searching for a particular legal term will see your ad above the organic search results.
A few tips to start getting results from your Google Ad campaigns:
It’s very important to get your Google Ad strategy spot on if you want to be successful. Otherwise, it can become an expensive waste of money if you get the strategy, set up and/or management wrong.
Find out more about how to get it right in our Google AdWords for Lawyers article.
Many law firms struggle with their social media presence.
It depends on your main practice area but if you’re a customer-facing law firm, social media can become an important part of your arsenal in generating traffic for your website.
The main areas to focus on are:
Once you’ve started to generate more traffic, you’re halfway there to winning new clients. Next, you need to convert that traffic.
But you’re not going to gather credit card details there and then.
Generally, you need to persuade a visitor to call, email or fill out a form. And then you need to manage these leads efficiently.
So here are a few tips for doing just that…
Landing pages need to be designed with one goal in mind: Conversions.
So, when you design your landing pages, optimize them.
Make your landing pages:
For most law firms, this will mean hiring a professional copywriter.
Create contact forms that make it easy for people to fill out and encourage getting in touch with you.
Ideally, these forms should integrate with your customer management software.
If you choose the right software like Law Ruler, drag and drop builders make the process of creating online intake forms easy and you can brand them to your law firm.
They will also populate your customer relationship management (CRM) software automatically.
Another great conversion feature of some CRMs is that they simplify and automate the process of contacting leads.
Most leads that arrive will rapidly go cold unless they receive a timely response – preferably within two hours and certainly within 24 hours. For busy lawyers, this can be a huge challenge.
A click-to-call feature on Law Ruler uses a special dialler that works with Google Chrome and automates calls for web, live chat, follow-ups and other inquiries.
It will automatically text and dial leads as they arrive or when a member of your team becomes available.
Sometimes leads are not ready just yet to sign up as paying clients.
Law firms should generally expect enquiries from customers at three different stages of the buying cycle:
You need to be ready for clients at each stage with your digital marketing.
So, for the stages outlined above you should:
Lead nurturing is important for bringing potential customers to the decision stage.
Email ‘drip’ campaigns are a great way to do this. Again, it’s best to have CRM software that integrates with your email campaigns and can help you automate them.
Law Ruler not only allows you to do that. You can also follow up with your leads through automated and secure text messaging.
Some law firms overlook the benefits of text message marketing, considering it outdated.
However, it can work very well as a trusted and secure marketing channel alongside digital marketing. That’s why banks and other large organizations still use it to reach their customers.
After all, what’s the one thing that people carry with them everywhere? Yes, their phone. Texts are read 98 percent of the time.
Don’t overlook the power of text messages as a conversion tool.
The way you onboard new clients and look after your existing ones will go a long way to determining your growth.
The law practice management software you select is, therefore, a major consideration and will influence how effectively you manage your client base.
With cloud-based legal CRM and contact management software, you can:
However, some CRM solutions go a little further than that. They actively help you market your law firm and convert new business.
Law Ruler does this by providing:
The tools to help your law firm grow…
A smart CRM and a sharp digital marketing strategy are a fearsome combination for any law firm.
When they work effectively together, you have a solid base for growing traffic, leads, and conversions for your firm.
The above tips should get you started in the right direction
Calin is the founder and lead strategist at Inbound Law Marketing.
Since 2009, he has been working with law firms to design websites and develop comprehensive Search Engine Optimization (SEO) and Google Adwords Marketing campaigns.
Law firms that look to actively grow their client base and retain their best customers are setting themselves up for a bright future. Simply awaiting referrals should not be an option. And taking a reactive approach to customers is likely to see you lose them off the ‘back end’ and fail to attract new ones […]