Reaching more potential clients doesn’t have to be complicated or costly in small law firm marketing. With the right tools, small law firm owners don’t have to look any further than their laptop to generate more revenue.
Here are three common mistakes we see in small law firm marketing. By avoiding these mistakes, you can efficiently market your practice, get more out of your marketing dollars, and build a better law firm.
Mistake #1: A small law firm marketing plan without a good law firm website
If you can’t be found online, you might as well be invisible to your potential clients.
Many, if not most potential clients start their search for an attorney online. A potential client may not even realize they need an attorney. What that potential client knows is that they have a problem for which they need a solution. They turn to search engines to find that information.
There are many misconceptions in small law firm marketing. One is that potential clients usually search directly for an attorney, first. That’s not usually true. They don’t often select one based solely on ratings and reviews, either. (Though these can be important, too).
Potential clients search about their case or problem and find law firm websites with relevant information. They learn more about their problem and maybe even what they should do next. Useful, detailed information presented in a user-friendly layout can build trust with a potential client before they’ve even contacted your law firm.
When potential clients find a good law firm blog post, they may explore other posts you’ve written, navigate to your law firm’s website and read more about you. They may explore your case results (if you’ve provided them) and may read your attorney bio. A good website can increase your authority and encourage potential clients to contact your law firm.
Attorneys who provide that specific information on law firm websites and law firm blogs are likely to find more qualified potential clients and generate revenue for their business.
Mistake #2: Small law firms that ignore their own law firm websites and blogs
Law firm websites and blogs are powerful law firm marketing tools, but only when used correctly.
If your law firm has a website, that alone is not enough to generate new business. Taking a “set it and forget it,” approach to your web presence is unlikely to bring in new clients.
Attorneys sometimes take this approach because they misunderstand how law firm SEO works.
To grow a tree, you don’t stick a seed in the ground and walk away, expecting it to bear fruit. Instead, the seeds must be carefully planted in good soil and nurtured along the way. It is careful planning and work that produces something that you can benefit from.
The same is true of your law firm’s website and blog.
Your law firm’s website and blog only become powerful marketing tools when they’re the conduit for the content you write. Choose a good website design and consistently nurture that site by adding new, useful content.
Adding law firm website content on a regular basis signals to search engines that they should return to your website to index new pages. The more content you provide to search engines, the more information search engines can provide to potential clients when they search for relevant information.
Write highly-specific content for your law firm website and blog. Potential clients rarely type keywords into Google and sift through results. Instead, they ask questions.
It’s the difference between searches such as:
“Divorce attorney Texas” -and-
“What do I do if I got served with divorce papers in Texas?”/ “Can I still get divorced in Arizona if my spouse won’t sign the papers?”
Or, another example:
“DUI attorney California” -and-
“I got arrested in California for drunk driving and I had a suspended license. What do I do?”/ “Do I have to explain a DUI arrest on a California job application?”
By answering those questions in the terms they’re likely to use, potential clients are more likely to find you in relevant result pages.
Mistake #3: Small law firm marketing that includes “SEO” shortcuts
As the saying goes, there’s no substitute for hard work. That goes for marketing your small law firm, too.
It’s tempting to buy into the idea that there are ways to get ahead with little effort. But trying to deceive search engines will likely do more harm than good to your law firm’s web presence.
Practices like buying links, trading links and any “tricks” to get you to the “top” of Google are of little use to you. They’re also dangerous for your web presence. These tactics worked in the past, but Google’s algorithm updates have addressed them.
Writing useful content for potential clients will benefit your law firm’s marketing more than any shortcut. Law firm SEO starts with good law firm website content. Good content resonates with your potential clients. It can work hard for your law firm long after you’ve written it. Write for your clients, help solve their problems, and you’re likely to see an increase in your website traffic, search engine rankings and business.
LawLytics helps small law firms succeed without wasting time or money.
LawLytics has everything you need to market your small law firm online. Unlike large, overpriced legal marketing companies, we give law firm owners the right tools to predictably grow their business without spending money on things they don’t need. Our members get fair value without overpaying.
Unlike low-end software, our innovative, award-winning system is built exclusively for lawyers. It requires no tech experience, so small law firm owners don’t struggle with technology or miss opportunities to thrive online.
If you’re ready to improve your law firm’s marketing, we’re ready to help. Contact LawLytics to schedule our call.