Marketing Your Law Firm To Stand Out From The Crowd
Industries such as accounting, finance, and education can be tricky to market. It’s due to the fact they are often rather dry sectors, and some might even say boring. It’s the same issue for law firms. When you are dealing with highly sensitive, critical, and potentially life-changing scenarios, it can be difficult to find something that helps you stand out from the crowd. Difficult, to find the best way to marketing your law firm.
Look for any law firm online, and you will see what we are dealing with right away. The vast majority look remarkably similar, offer the same kind of services, and lack any sort of differentiation at all. And as the owner of a law firm, you have to be thinking how this is helping your business. Why would a potential client searching online choose you over the competition?
With all this in mind, we thought we would take a look at a few things legal firms can do to raise their online profile. Read on to find out some valuable and actionable tips you can use to stand out from the crowd. And, make waves online for your law firm.
Get the message right
First of all, ask yourself why a potential client should choose you over the rest of the competition. If you don’t know, ask them. Your previous customers should have a very good idea of why you are so good. And, what would make them use you again. Hold back on any kind of website redesign or content creation until you have a clear message and selling point for your customers. Also, avoid trying to be all things to all men – focus on developing a niche in the one thing that you know you do better than your competitors.
As we mentioned in the intro, once you have seen one law firm’s website, you have pretty much seen them all. The vast majority are boring to look at, full of legal jargon, and, to be frank, downright intimidating. Given that your primary clients are likely to be regular Joes and Josephines on the street, you need to make sure you are appealing to them. Focus on creating the best design possible, making it an easy to read and easy to navigate a site. Avoid using legal jargon, and explain things clearly and succinctly – preferably in layman’s terms. By the time you finish, you should have a place that appeals to a much wider array of potential clients than you had before.
Part of the big issue for many law firm websites is they fail to inspire anything in the reader. They are utterly forgettable. Which means, that any visitor to that particular site, will struggle to remember anything about it when the time comes to look for those type of services. The vast majority of people that visit your site won’t need your services right there and then. But, they may do in the future. You can’t rely on ranking highly in Google these days either, as things can change in the search engines incredibly quickly. Your best bet is to create memorable, original, and bold content. Content, that answers questions, speaks with authority and hits on the emotions of your audience. Only then will you make an impression. And, when it comes to your visitors remembering advice, it’s your name that will come to mind.
Follow these ways to marketing your law firm, and good luck – let us know how you get on!