There are several clear differences between larger law firms that operate several offices across the country and smaller law firms that may have a few practicing attorneys (or even a lawyer in solo practice). Naturally, the larger firms will have more support staff (i.e., paralegals, administrative support, etc.) than small law firms. Most expansive law firms even have an in-house marketing department, or at least a significant marketing budget they can use to create and maintain a successful digital marketing strategy that ensures a steady stream of potential clients. In contrast, smaller law firms or attorneys who are in solo practice often handle their content marketing for law firms efforts on their own. However, building a robust and impactful law firm digital marketing strategy takes time, which can be hard to come by for smaller law firms whose attorneys spend the majority of their time working with their clients.
That’s where boutique marketing firms come in. At LegalRev, we pride ourselves on partnering with small- to mid-sized law firms and helping them identify their specific marketing goals. From there, we will build a customized content marketing strategy that builds your law firm’s brand and engages more of the clients you are hoping to serve. Let’s take a look at how we can harness the smaller size of your law practice to your advantage and use it to take your digital marketing for lawyers strategy to the next level and deliver you the results you’re after.
Identifying What Makes Your Small Law Firm Different
Most people who seek legal representation do not care as much about the size of the law firm as they do about the attorney’s experience and ability to help them secure a favorable outcome. While larger, national law firms may initially seem more qualified to handle your case, the reality is that the size of the law firm does not necessarily affect a lawyer’s ability to provide you with exceptional service. In fact, many clients who end up working with a smaller law firm find that they interact more frequently and meaningfully with the attorney than those who opt to work with a larger law firm. With larger law practices, clients are more likely to interact with a number of legal professionals instead of with one primary attorney. As a client, building a relationship with one attorney, instead of with a wide variety of administrative and legal staff, feels more supportive and encouraging. As a smaller law firm, you can use this difference to your advantage by highlighting your client-centered approach in your digital marketing strategy.
How to Use Your Law Firm’s Content Marketing Strategy to Share Your Client-Centered Values
While any law firm will claim that it puts the best interests of its clients first, smaller law firms are often better suited to actually deliver on this promise. As a smaller law practice, your clients can expect to work closely with you without worrying about being passed along to several other attorneys, paralegals, or office staff. Many people looking for legal services want to know that the law firm they choose genuinely cares about them as individuals and not just as cases needing to be resolved. So, how can you integrate this message into your law firm’s digital marketing strategy? Here are some steps you can take to get started.
Find out where you stand with a local keyword report.
Make Sure Your Website is SEO-Friendly and Visible to Potential Clients
For many law firms, having a functional website may seem like all you need to make your services visible to potential clients in your area. However, just because the website is operational does not mean that search engine algorithms like Google are aware of it or are displaying it among the search results pages. In other words, it’s worth taking the time to do a quick “health check” of your current website to make sure it ranks highly among the search results pages. You can improve your search rankings and web performance by integrating keywords seamlessly into your existing content, creating FAQ pages or sections that anticipate common client questions, and updating your content to align more closely with voice-activated search terms. To learn more about engaging your visitors and increasing your conversion rates with a highly effective law firm website design, reach out to the LegalRev team today.
Let Clients Get to Know You Using Your Website’s “About” Page
Many basic website layouts include an “About” page or section. Rather than hastily putting this page together, it’s important to take some time to craft this information with care and concentration. For many potential clients, the deciding factor in whether to move forward with a particular law firm comes down to their impressions of the attorney or team. Ultimately, someone in need of legal assistance just wants to feel like they are in good and capable hands, and that their attorney cares about the outcome of their case. You can use your “About” page to communicate your genuine concern for your clients and give them a sense of the person behind the professional title.
Communicate Clearly and Regularly With Those You Serve
Another advantage of working with a smaller law firm is knowing that you can contact the attorney and expect a prompt response. Most clients want to know that their attorney will communicate with them frequently and keep them informed of any developments as they arise. As you design your marketing strategy for law firms, it’s worth highlighting how much your law practice values open and clear communication with clients.
Get Started With a Digital Marketing For Small Law Firms Strategist Today
As a smaller law firm, the digital marketing firm you choose should understand your specific needs and goals. At LegalRev, we have worked hard to develop impactful, effective, and results-driven content marketing strategies that are customized to address the unique needs of small to mid-sized law firms.
Give us a call today at (800) 893-2590 to get started with a knowledgeable digital marketing for law firms strategist.
