Legal firm website marketing is usually outsourced to a professional entity, unless you are just starting out as a sole practitioner or small legal firm. Website marketing tips include site setup, what and where to outsource, and how to get your name out.
Legal Firm Website Marketing Goes Beyond the Generic Calling Card
Personalize your law firm’s website with professionally taken photos of you and your office. Yes, you could use generic photos from the Internet, but so are thousands of your competitors. To stand out and create the trust in you, the sole practitioner, you must sell the potential client on you, not an amorphous legal firm.
Marketing Tips for Legal Firm Websites: Identify Your Target Clientele and Custom Tailor Your Marketing Strategy
If you handle personal injury cases, the information you offer on your website must be radically different from the articles you might include if you were to handle predominantly divorces or probate. Incorporate this target marketing strategy also in the look and feel of your website, the choice of background colors – a probate lawyer’s website should be a bit more serious than a divorce attorney’s online presence – and also the use of emblems.
When it comes to legal firm website marketing tips, you will not find modesty among them. Sing your own praises, blow your horn, brag, and talk big – as long as you can deliver on your promises. Point out what sets you apart from the other thousands of personal injury lawyers, and highlight what you will do for your clients, what you can do for their families, and what you are able to do for the speedy resolution of a case.
Online Marketing for Legal Websites Involves Other Professionals
Unless you are an excellent writer and editor, outsource the written content of your website. Writing for an Internet audience is vastly different from drafting a convincing legal brief, and unless you are well versed in search engine optimization (SEO) and also addressing a lay target audience, you will do well to find a freelancer for your writing needs.
The same holds true for your web design and web hosting. Although you are most likely operating on a shoestring budget, there are plenty of freelance services available that offer low cost web design and SEO content creation; a good source for SEO articles is Textbroker.
Legal Firm Website Marketing Covers all Domains
Register your website not only on .com but also on .net; moreover, register the two most common misspellings of your law firm’s website name. This increases incidental business and cuts down on copycats profiting from your name.
In addition to the foregoing, set up profiles for yourself on Twitter, MySpace, LinkedIn and Facebook – learn more about “getting started on Facebook” here — and connect them all to your website.
Online Marketing for Legal Websites Includes Email Newsletters
Offer monthly, legal news that is of interest to your clients and anyone who might sign up on your website. This places you in front of potential clients at least once a month, and those who might just sign up for the cutting edge articles could very well come back for your help in a legal matter.
Avoid Legal Firm Website Marketing Mistakes
In the past I worked as a legal secretary and paralegal; one of the law firms decided on a gorgeous marketing campaign, and included all of the office members. Unfortunately, the law firm had a very high turnover rate – one of the attorneys had a bit of an anger problem – and subsequently many of the people in the pictures had either quit or been let go by the time we checked the photo proofs. Learn from this mistake, and only include yourself, not support staff, in the photos you post online.