Why Law Firms should take their Online Profile Seriously
It’s important to understand how the online presence works and how it can be used to increase your firm's sales. By using your firm's online profile as a marketing tool, you are also exploiting digital marketing techniques that your firm can use to reach a wider audience, build trust with potential clients, and ultimately grow your business.
Reach a Broader Audience with Online Marketing
One of the greatest benefits of using online profiles and marketing is that it affords you a wider audience reach than traditional marketing techniques. With online marketing, you can target specific demographics, interests, and even locations. Meaning that you can customize your marketing efforts to connect with those who are most likely to need your services. With a curated profile, you craft public perception of your firm, which essentially influences the firm's ability to "close the deal" with new clients.
Moreover, online marketing is less expensive than some traditional marketing methods. This is especially beneficial for small law firms who have a limited budget. By investing in online marketing as well as outdoor advertising, you can reach a larger number of potential clients.
Finally, online marketing is more efficient than some traditional methods because people are spending more time online than ever before. According to a recent study, adults in the United Kingdom now spend an average of 11 hours per day interacting with digital media and the United States spends at least 10.5 hours a day with 3.6 hours a day on social media. This provides a huge opportunity for law firms to reach their target market and convert them into clients.
Use Online Marketing to Build Trust with Potential Clients
It’s important to understand how digital marketing works and how it can be used to increase sales for law firms. By gaining digital marketing techniques, your firm can reach a wider audience, build trust with potential clients, and ultimately grow your business.
For people to retain your firm, they need to trust you and your firm first. Unfortunately, trust is something that takes time to build. However, there are ways that you can speed up the process by using online marketing techniques.
One way to build trust is by ensuring that your website is up-to-date, user-friendly, and attractive as well as informative. In addition, your website should be easy to navigate so that potential clients can easily find what they’re looking for. Your website should contain information about your firm, its history, as well as information about any awards, up and coming associates featured in the media and pro bono work that you’d want to feature.
More is more when it comes to standing out. But it is also important to craft how you'll stand out. Over-reliance on producing content but neglecting telling your firm's story is a common mistake, and one that drains the ROI you might have gotten with more careful curation of your online image.
Finally, one of the best ways to use online resources to build trust is by being active in earned media outlets. This allows you to connect with potential clients on a level which helps create a relationship of trust between you and them. Providing expertise in legal issues in local publications raises your firm’s profile without the stigma of having your profile associated with content marketing, e.g., blogposts, advertisements, etc.
By streamlining your firm’s net presence, you can start building trust with potential clients long before they step into your office. A good online presence provides law firms with several advantages including the ability of people to form an opinion of your firm. You not only reach a wider audience, build trust with potential clients, and generate leads that convert into paying customers, but you better succeed in today’s competitive landscape.
PM Solutions Legal Marketing offers a service for each of our Law Firm clients to help you improve your firm’s online visibility and overall reputation. In addition to improving your website's ranking, PM Solutions can also provide other public relations and marketing services