Are you starting your own practice and need help getting your name out there? Or do you work at a law firm and want to strengthen your personal marketing efforts?
Marketing yourself as an attorney can feel expensive, especially when budgets are tight. However, there are several effective ways to market your law practice, build credibility and attract new clients without spending a lot of money. Start promoting your legal services with these five cost-effective marketing tips for lawyers.
1. Be active in your community.
Community involvement is one of the most effective and affordable marketing strategies for lawyers. The more people see you involved in their community and trust you, the more likely they will be to use your services – and refer you to their family and friends. Not sure how to get started? Here are several ways attorneys can increase visibility and trust within their local communities:
- Volunteer at a local nonprofit for a cause you are passionate about.
- Do pro bono legal work.
- Join civic groups like the Chamber of Commerce, Kiwanis, or Rotary clubs.
- Host free educational talks and events at government offices, libraries, churches, etc.
2. Create or enhance your website.
When potential clients don’t have a personal recommendation, they often turn to the internet. A professional, easy-to-navigate law firm website helps prospective clients find you, understand your services and decide whether to reach out for legal help. Your website should also be optimized for search engines so clients can find you when searching for legal services.
Think about what information clients need to know before deciding to contact you. How will you help them with their legal issues? What areas of law do you specialize in? Do you have articles on popular or timely legal topics you’ve written that you can share with them?
If you can, enlist the help of a digital expert when developing your site. Hiring a college intern is a cost-effective way to bring on someone who can help you build a site that is easy for potential clients to find and mobile-friendly for users on phones and tablets.
3. Collect reviews online.
Online reviews play a critical role in how potential clients evaluate lawyers and law firms. People want to see real, honest reviews before deciding to use your services. Different sites appeal to different people, so expanding your business and customer base requires the broadest reach. Many effective review sites are available; in addition to general review sites like Yelp and Google Reviews, many lawyer-specific ratings sites can help you bring in business.
Start with a few of these and then add additional sites as you become more comfortable with the online review process:
Maintaining profiles on multiple review platforms increases your visibility and credibility across different audiences. In addition to these sites, you can also install a review option or create a "reviews" page on your own website. Do this in accordance with your state ethics rules to showcase reviews from other sites.
4. Have a social media presence.
Social media allows lawyers to connect with potential clients, share knowledge and reinforce their professional brand. Before using social media sites for your business, be sure to check your state ethics rules to ensure that you are in compliance. Your local bar association may also have social media guidelines to follow. If you do use social media for your business, be sure to differentiate your professional self from your private life. For example, on Facebook, create a business page that is separate from your personal account. You can promote your business page on your personal page but keeping these accounts separate means you won’t have to worry about clients accessing your personal information and photos.
Other tips to make the most of your professional social media profiles include:
- Always use a professional photo for your profile picture.
- Post compelling content. Share articles you have written or timely information that potential clients might want to know, such as changes in local laws. Remember, consistent, professional posting helps position you as a knowledgeable and approachable legal resource.
- Keep your information up to date so people can contact you.
5. Join professional networks.
Professional and legal networks offer attorneys additional low-cost opportunities to market their services and expand their client base. State bar associations provide their members with approved resources to help them build and continue growing successful businesses. Some bar associations also offer “find-an-attorney” services to potential clients that will help you advertise your growing practice.
Another way to market your practice is by joining a legal plan network. Attorneys who participate in legal plan networks provide services to plan members, much like doctors in a healthcare network. For no joining fee, attorneys receive client referrals and have their information listed in network directories that are searched by millions of plan members. When you are part of a legal plan network, you also benefit from free educational materials and training opportunities on topics like how to manage client expectations, how to recruit and maintain clients, and how to incorporate the latest technology into your business.
These cost-effective marketing strategies allow lawyers to focus limited resources on activities that deliver real results. By investing time in these five areas, you can steadily build visibility, credibility and a strong practice that continues to attract new clients.