How important is your firm’s client base? If this question seems like a no-brainer, it’s because it is. Fostering a steadily growing client base is a vital ingredient for any successful law firm. Growth equals profits. Yet despite this, legal marketing is often perceived within the industry as the proverbial ugly step child.
The reasons are obvious. Marketing takes lawyers out of their comfort zone. Good lawyers do not necessarily make good marketers. And time spent on a marketing campaign that bombs is time wasted! Imagine how much case work could have been completed in that time…
While these issues may be valid, the fact is that your firm isn’t going to grow on its own. So you can either accept legal marketing as a necessary evil, or watch your profits flatline.
For those brave enough to embrace it, welcome aboard. Marketing your firm won’t be easy, but it’s also not as difficult as you might think. Many of the road blocks inherent to legal marketing are being broken down, particularly with technological advancements in the online arena.
So open your mind as we explore the road blocks most firms encounter, and discuss the new technologies that are helping to break them down.
Road block 1 – Resource limitations
Lawyers work hard! A work conditions report conducted in 2003 found that your typical lawyer works around 48 hours a week. To compound this fact, almost 90% of Australian law firms employ less than 5 lawyers. The end result…? Resource shortage and time depravation!
Many firms would argue that they just don’t have the time, nor the manpower to implement effective marketing activities. Yes… common business development tactics such as attending & contributing to seminars, brochure development and mail out campaigns are resource heavy. But you have options. It’s time to take your thinking beyond the ‘old school’.
Modern marketing techniques can be light on both your time and resources. In fact, a number of online opportunities allow you to adopt a ‘set & forget’ approach to marketing.
Search engine optimisation (SEO) is an example. SEO is the practice of improving your web sites ranking within the search engine results in order to drive more traffic to your firm’s site. The effect of good SEO is dramatic. Data released by AOL revealed that the site attaining top spot in the search results draws almost half of the traffic for that search term. Second spot draws less than 15%!
A number of factors affect your sites ability to rank well within the search engines, including:
1. The quality of your content
2. The number of external sites that link to you
3. Your page titles
4. The age of your site
5. The frequency of content updates
6. The cleanliness of web site design and coding… and more
In fact, Google claims to use up to 200 different factors to measure a sites quality. Consequently, SEO isn’t a task you can take on yourself. You’ll need the help of a specialist, …