By Legal Futures Associate Clio
Marketing a law firm used to be simpler, relying mainly on in-person networking, local reputation, and traditional methods like flyers and telephone directories. While these techniques still have their place, the rise of technology has fundamentally changed how legal services are marketed and sought. Today, a strong online presence is vital for any successful law firm.
With nearly 96% of people seeking legal advice starting their search online, a solid digital footprint is essential. The good news is that even smaller practices can effectively harness online marketing without the substantial budgets of larger firms.
Clio’s guide, A Guide to Online Marketing for Law Firms, is designed to help you navigate the evolving digital landscape. It offers practical advice, real-life examples, and actionable steps to build a strong online presence and attract more clients.
Key areas covered include:
1. Finding the Right Online Marketing Mix
Identify the most effective digital channels for your firm, keeping your goals and budget in mind. Online marketing encompasses digital ads, social media, blogging, online reviews, Pay-per-click (PPC), Search Engine Optimisation (SEO), video, downloads, and email marketing.
To determine which channels are best for promoting your services, start by outlining your goals. Even a personal document with clear objectives will help you track your progress and identify areas for improvement.
2. Creating a Winning Website
With 59% of global web traffic coming from mobile devices, it’s crucial to ensure your website is mobile-responsive. A mobile-friendly site provides a better user experience, which can lead to higher conversion rates and improved search engine rankings. It’s also important to make sure your website is user-friendly and compliant with local regulations.
In England and Wales, law firms must display their SRA number, complaints handling information, and SRA digital badge on their websites. The Compliance Office offers a guide for website compliance.
While specific guidance for law firm websites is less detailed in Scotland and Northern Ireland, consulting your local law society is recommended. The Law Society of Scotland and Northern Ireland provides useful regulations and guides.
In Ireland, the Legal Services Regulatory Authority (LSRA) plays a key role in ensuring that law firm websites comply with section 218 of the Act and Advertising Regulations. It also monitors claims harvesting websites, which are designed to attract potential clients by making exaggerated or misleading claims. Understanding and adhering to the LSRA’s regulations is essential for maintaining a strong online presence and reputation.
Clio’s client intake and relationship management software, Clio Grow, offers a free self-managed law firm website. It is designed to be easy to set up and manage, with features that are specifically tailored to the needs of law firms. It’s a great option for those who are just starting out or looking to improve their online presence.
3. Managing Your Reputation
Online reviews are crucial for building trust and credibility. Just as word-of-mouth recommendations are robust, online reviews can significantly impact your firm’s reputation. A substantial 72% of consumers trust online reviews as much as personal recommendations.
Encourage clients to leave reviews, especially after a case concludes or during follow-ups. Simply asking for feedback can have a positive impact, as 72% of clients are willing to write a review if asked.
4. Embracing Content Marketing
Leverage valuable content such as blogs, case studies, and guides to showcase your expertise and attract clients. Content marketing involves creating resources that educate and inform potential clients. It helps guide them through the marketing funnel—from awareness of your firm to deciding when they need legal services.
5. Harnessing the Power of Search Engine Optimisation (SEO)
Optimise your website to enhance its visibility on search engines and drive targeted traffic. Many UK law firms miss out on SEO opportunities, with 67% lacking a keyword strategy and 73% not using internal linking. Understanding how potential clients use search engines can give you a competitive edge in law firm SEO.
6. Engaging on Social Media
Develop a strategic social media plan to expand your reach and influence. A report indicates that 59% of UK law firms are developing or have developed a social media strategy. A focused approach to the right platforms, content, and posting frequency can significantly enhance your marketing efforts.
Concentrating on these essential areas can help your law firm effectively compete in the digital space, attract more clients, and build lasting relationships—all without breaking the bank.
Ready to attract more clients and build a stronger digital reputation? Download Clio’s Guide to Online Marketing for Law Firms now and implement these proven strategies today.
