As 2021 begins to wind down, it may be time to assess your law firm’s digital marketing strategies and set goals for the upcoming year. If you are hoping to engage with more clients in your area and see more website viewers convert into client calls, you should consider focusing on people-first marketing strategies. Also called “client-centered” or “user-centered” marketing, people-first marketing asks you to build your content and marketing efforts around your clients’ needs, wants, and goals. Here are some simple ways to refocus your marketing efforts by putting your clients first and, ultimately, inspiring more clients to contact you.
View Your Website From the Client Perspective
As you begin to implement a people-first marketing strategy, take some time to review your current website through the eyes of a potential client. Pay attention to how long it takes your website to load on a computer and a smartphone. If it takes too long, searchers will likely look elsewhere for their legal needs. Also, consider your website’s navigation. Is it easy to find what you are looking for? Does the layout and sequence of the pages make intuitive sense? You will also want to consider whether the pages appear too crowded—people searching for the answer to a legal question want easily digestible information that they can absorb quickly and easily.
Anticipate What Your Clients Want to Know
As you review the content on your website, ask yourself whether it addresses the needs and concerns of potential clients. Many people perform a quick Google search to find an answer to a legal question; if you know the common questions your clients have, you can create content that responds directly to these questions. Not only will more searchers gravitate toward your website, but the search engine algorithms will recognize the relevance of your content and start ranking your site higher in the search results pages.
Show Your Genuine Commitment to Serving Your Clients
When you take the time to build your website, content, blog posts, social media posts, and other marketing materials with your clients in mind, people will notice. Many law firms maintain websites that list their practice areas and invite clients to contact them, but they show very little about the attorneys. Set your law practice apart from similar firms in your area by connecting with your clients. Show them who they will be entrusting with their legal issues and what they can expect from working with you. Many clients simply want to feel heard and supported, so approach your digital marketing strategy with this thought in mind.