It wasn’t too long ago when law firms that had a website stood out for that reason alone. However, that is no longer the case as more and more law firms are waking up to the incredible power the Internet has to help them attract clients.
So what can you do to stand out online in a way that will bring you more and better clients? Here are some tips:
Create a website that targets your ideal clients. Don't make the common mistake of trying to be everything to every person. People want to work with specialists. When it comes to marketing your law firm online, focus is critical to your success.
If you have multiple practice areas, develop a micro-site for each one. Again, focus is key here. For example, a personal injury lawyer may have a practice specific website for: SUV rollovers, construction accidents, dog bites, and automobile accidents.
Give website visitors a reason to contact you with a strong call to action. The sentence “ABC Law Firm offers free consultations to discuss your personal injury case” leaves the reader saying “That’s nice. But so what? What’s in it for me?” That’s because this sentence is a statement, not a call to action. It doesn’t ask anyone to do anything. To turn that sentence into a call for action, try something like” If you’ve been injured in an accident, take advantage of our free initial consultation and case evaluation by calling (toll free number).”
Have your content speak your target’s language. Please remember, writing for the Internet is not the same as writing a legal brief. My recommendation is to hire a professional copywriter who has experience writing for law firms.
Work with an SEO firm. Search engine optimization is the technical process of improving the volume and quality of traffic to your law firm's website. Once you have developed your website into exactly the format you want, you can begin using online legal marketing strategies to market it. Make sure they have experience in the highly competitive field of legal marketing.
Submit educational articles to online directories. There are hundreds of places online where you can submit articles to help attract prospective clients for free. At the very least, post helpful guides on legal directory sites like Avvo and JD Supra to expose your expertise to potential clients.
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