As a law firm, it doesn’t matter how good your reputation is. If you are not proactive about attracting new visitors online and marketing your business you will always face challenges.
When someone is looking for a product or service they are most likely to search online than to open a phone book. Do those even exist anymore?
That’s why it’s important for you to make it as easy as possible for potential clients to find you. In order to make that happen, you need to actively promote your SMB online.
1. Develop Your Personal Brand
According to a study by LexisNexis and Martindale-Hubbell. 85% of law firms find that the majority of traffic to their website is directed at their lawyers’ bio pages.
That’s because your potential clients are looking to hire a lawyer, not a firm. They want to see who these lawyers are as individuals. Only then they will actually pick up the phone to give you a call.
This means that each lawyer in your firm should take steps to actively promote their personal brand online. This will help them come across as more than just a generic picture on a company website.
Since the bio pages are generally where visitors to your website head to first you want to make sure that they are as informative and engaging as possible. Have each employee fill out their own bio’s that include all of the following information:
- Past work experience, licenses, and other credentials.
- Relevant keywords, for SEO rankings.
- A professional photo.
- Links to publications and social channels.
- A clear call-to-action that lets visitors know what you want them to do.
Linkedin is a business-oriented social platform for networking with other industry professionals and each employee at your company should have an account here.
To ensure that your employees get the full benefit from their Linkedin accounts, they should do the following:
- Complete all details of their Linkedin Profile, including work history.
- Write an engaging description of themselves and the services they provide.
- Upload a professional profile picture.
- Join groups related to the industry and participate in discussions with other group members.
2. Generate Content
One way to get prospective clients to visit your website is by offering them valuable content.
This will help draw people to your website and keep them engaged. It will establish your business as an expert that will increase brand awareness.
You can use a tool like BuzzSumo to find out topics that are popular online. Then create a post to legal aspects of the subject.
Creating a publishing schedule is a good idea. This will help you plan posts in advance. Select topics to write about that are relevant for particular times of the year.
3. Get Social With It
In addition, to encouraging your workers to become active on social media. It’s a good idea for the company as a whole to have accounts. On the most popular social media platforms: Linkedin, Facebook, Twitter, and Google+.
Social media is a great way to connect online with potential clients and other industry professionals. It’s a very effective way of sharing the articles on your website.
Create a company page, fill out the profile, and add an attractive banner and logo. Encourage all of your employees to follow the page. Make sure to update your page regularly with articles from your website. It should be interesting news and current company updates.
Create an account and begin following clients, other alliances, and professional influencers. Twitter is a great place for networking in real-time and for learning about your competitors.
Create a Facebook business page for your company. Send a one-time email to your business contacts and friends inviting them to like it. Here you can share links to articles on your website and introduce topics for discussion to engage visitors to your page.
4. Set up Email Signature Marketing
With email signature marketing every email that you send is an opportunity to market your services, which is why it’s crucial to optimize all aspects of your email. One way of doing this is by including a signature that has your contact information, but you should consider going beyond that. Try adding a call to action and social icons linking to your social accounts.
Use email signature management to design a professional and attractive email signature that includes all of the information that you need to promote yourself and your business.
With the WiseStamp Signature Manager, you also get full control over all of your employees’ email signatures so that you can ensure that they are all in line with your brand, and even update them all at the same time with your newest blog post or promotional material.
5. Advertise Online:
- Adword campaigns: Google AdWords are a great way to get your small business prominently listed in Google search results.
- Facebook ads: Since many of your prospects are probably spending some part of their day on Facebook. Facebook ads are a great way to reach them. There are several different types of ads, so take a look at the options and decide which you think would be meet your needs.
6. Create Videos
Youtube is the second large search engine and it’s owned by Google, which means videos receive attention from Google searches. That’s why it’s a good idea to invest in creating a few videos that can be posted on your website and shared on Youtube.
Have your content creator create a series of videos addressing different topics within their specialty.
Videos can feature your company discussing various situations in which have assisted clients or they may answer some of the commonly asked questions that you receive. Videos will help potential clients feel more connected to your firm.
7. Optimize Your Website for lead conversion
If visitors to your website are coming by to browse and then leaving, you need to make some changes. to your site that will convert these visitors to leads.
Call to Action
Add a clear call to action to each page of your website, all of your ads, articles, and marketing material. This lets visitors to your site know exactly what it is that you want them to do, which probably involves clicking a Contact Us button that will open up a form where the visitor can fill in their contact information.
Many law firms have found that adding a Live Chat feature to their website encouraged visitors to contact the firm with questions. More so than providing an email address or contact form. This is probably because a live chat feels more casual than sending an email or making a phone call and also offers instant gratification. I use this live chat tool, but most tools work more or less the same.
Make sure that your website can be accessed on all mobile devices. Since a large number of your visitors will probably be using their phones or tablets to access your site.
8. Get listed in local directories
Make sure that your SMB is listed in all of the local business and industry directories. It’s important to find the most common directories on the web and list your business.
For example, if you are a law firm, below are some of the most popular industry directories that you should be listed in.
Popular industry directories:
9. Participate In Local Cvents.
Getting involved in local events can be a great way to promote yourself both on and offline. If you host a seminar or sponsor the local softball team, there are sure to be participants taking pictures and posting them to Facebook and Instagram.
When this happens make sure that your company’s page is tagged in the pictures. You can request from the poster to include a link to your website as well.
10. Monitor Your Online Reputation
Sign up for a service that alerts you whenever your company is mentioned online. You can set up alerts for your company name when your name comes up in an online discussion or in a review, you will be notified.
Then decide if you would like to respond to the comment. Offering an appreciative “thank you” to a client who’s praising your services, or defend yourself if you come under criticism. Try Talkwalker, which is a free social media monitoring tool that will let you know when your company name is mentioned online.
11. Track the results of your online marketing activities
Now, you have gone to all of this effort to bring more traffic to your website, it’s time to see if any of your marketing activities have worked. One of the best ways to do this is by using Google Analytics to track your website’s visitors to see where they are coming from, how they found you, and what are they doing on your website.
Once you have this information you can see if your online marketing activities are working and which areas might need some tweaking. Each social network offers its own set of analytic tools that will allow you to measure the results of your activities on those specific platforms.
By following these 11 guidelines you can stay ahead of your competitors and stay on track. By Promoting your law firm online you will soon see a definitive rise in your website’s traffic.
Stayed tuned for next week’s blog post, we will continue to share our latest updates on how to promote your business in the marketing world.