Running a law firm in the 21st Century means you must have an online presence. But, too many firms merely create a website and do not give any further thought to their online marketing efforts. That can be a costly mistake. For a law firm to thrive today, online marketing efforts need to be spot-on. Here are some common mistakes law firms make in their online marketing efforts and easy ways to fix them.
Believing an online presence is unnecessary
In today’s fast-paced, technology-driven world, an online presence is not a luxury, but rather it is a necessity. It is virtually impossible for a law firm to be successful without one. With access to the internet literally at potential clients’ fingertips at almost every moment of the day, not having an online marketing plan means the firm loses lots of business to more savvy firms that do.
Unwise use of SEO
Much of a firm’s success with an online presence lies in smart usage of SEO. To be effective, you need to choose the right keywords and use them correctly. It is essential to go beyond using a keyword such as “attorney”. You also need to include the location of your practice area in your keywords as well. Another way to improve your SEO is to include synonyms and similar terms, too. For example, instead of only using “worker’s compensation” as a keyword, use “worker’s comp”, as well. That simple change will garner lots of additional attention.
Not using videos
It is a simple fact that people love videos. That is why YouTube is so popular. So, you are making a mistake if you do not use videos as part of your marketing efforts. Videos are a great medium for tutorials, to provide valuable information, or for entertainment. Plus, people like watching videos because they provide a personal touch and they are relatable. So, when an attorney appears on a video, it gives potential clients, the opportunity to catch a glimpse into his or her true personality. When you create a video for your law firm, make sure it has a professional appearance but still has a personal touch.
Not having a social media presence
These days it is almost impossible to find someone who does not have at least one social media profile. So, if your law firm does not have a social media presence, you are missing out on a lot of potential business. Social media platforms have proven to be useful tools for engaging people, driving leads and creating brand awareness. So, hit your potential client base where they already are and use social media to your advantage.
Not dressing to impress in pictures
People are judgmental by nature. No one knows that better than a lawyer does. So it stands to reason that an attorney should look impeccably impressive in pictures the public will see, such as in part of an advertising campaign. Potential clients will be impressed by pictures of professional-looking attorneys on websites and other marketing tools. So, keep the cameras away on casual Fridays.
Avoiding these online marketing mistakes can have a huge impact on the success of your firm. So, make them today and prepare for a huge influx of new clients.