The process of building goodwill for a law firm or services provided by an individual lawyer is itself cumbersome. It demands an assiduous approach when it comes to providing professional services.
“Days are expensive. When you spend a day, you have one less day to spend. So make sure you spend each one wisely.” – Jim Rohn.
With the growing age of social networks, an individual lawyer or various law firms can indulge in it to provide legal advice and other legal aid services promptly and efficiently. Social media and social networking platforms can help connect with clients and build a prospective client base in the digital period.
Even studies show that Google has a dominance of 86% as the primary source of generating potential leads in the market.
Let’s dig in-depth to understand how lawyers and law firms can acquire a huge client base.
From a High-performance website
The first 5 seconds in the website’s opening reflect its performance and the quality connected to it.
A high-performance website with speed, safety and good interface has a good reflection in a client’s mind for the quality of work that the lawyer and law firms provide. It’s so because these days, a website typically gets used as a point of introduction, and if it is not up-to-the-mark, the prospects will not get converted into a lead.
- A book is judged by its cover these days. A safe website is needed to keep the client’s data secure, and authentic information shared with you or any payment done to you through online mode should not be hacked and leaked into the public domain. Confidentiality is the primary objective in a fiduciary relationship.
- Then, an appealing website interface will attract a client because what’s seen is sold.
- One’s expertise needs to be written in detailed form using blogs, articles, case studies, literary works, past career experiences, etc.
- At last, the website should have a speedy response and be optimised for use on different devices, as its response should not vary on other devices.
- As per a survey, 53% of people were inclined to use various forms of devices to hire a law firm more than other sources.
- Websites with high performance have a conversion rate of 3-4%, while a poor performing website has a conversion rate of 0.25%-0.5%.
- If the website does not perform well, no one will wait to go through the content as the market is full of competition and ample options are available for the prospects.
Build a stringent digital presence
A robust digital presence is an essential requirement with the growth scenario of the digital world. It is a pre-recognized concept to increase one’s connectivity with clients by networking and social media, as its networks aid this process.
One can develop a magnificent search engine optimised website to land in the top searched pages.
The search engine optimisation strategies like the incorporation of keywords is a tool to enhance the visibility of the website and the content in it.
Craft informative and relatable content
The first and foremost way to create informative, knowledgeable and relatable content to whom the clients can relate. After this, the website should also include content in varied forms like videos, graphs, infographics, pictures related to the content to make it more precise, and at the same time, effectively informative.
The content should not be few; it’s all the game of consistency. The contents posted on the website and other platforms should be attractive, and the prospective client should find it relatable with his requirements and the services you provide. It should be well written as it reflects one’s expertise.
Linking with Legal Directories
Another way to acquire clients is through linking oneself or one’s firm with legal directories.
Professionals use directories to get spectacular results and have good reach and visibility.
Directories are mainly external websites (i.e. other than one’s website) that offer data related to services provided by a professional lawyer or law firm.
Directories offer information either in limited forms like expertise and contact details or elaborative form with reviews and ratings.
Directories enhance one’s google ranking and reach. The user gets relevant results as per their search requirements.
Lawyers and law firms can pay these directories to enhance their ranking on their websites from their competitive counterparts.
Prioritise relationships with clients and their reviews
The relationship with clients needs to be prioritised, a long-term asset and a certain way for repetitive business opportunities.
The existing client base needs to be happy with one’s already provided legal services. The client should be made to feel that his time, efforts and money is saved from further squandering by availing of your services.
Clients reviews build trust factors among other prospective clients who are willing to avail one’s services. Most prospective clients trust a review on Google, Facebook, Justdial and other external websites, considering it an honest review. So, a positive digital presence (i.e., positive reviews) reflects the trust and satisfaction of the previous clients in one’s services, which attracts more clients.
Online reviews prove helpful as 98% of the people use them as a medium to refer before hiring lawyers and law firms for professional services, and google reviews are more trustworthy in this regard.
Even the negative reviews must be handled carefully by a positive and swift reply to rectify the flaws if the client is unsatisfied.
Assert the presence online
Initiating an excellent digital presence on social media is not enough; assertion of that presence is also a requisite.
Maintaining that digital presence is necessary to be acquired by networking with local media channels, sponsoring events, sponsoring organisations, etc., and making people remember that name in the future if any such need arises. These are other forms of brand awareness strategies that aid a lawyer or law firm manage the existing client base, promoting it to the people at large and putting it up in their memories for the long term.
The existence can also be claimed through writing blogs online to make people aware of one’s areas of expertise and knowledge, and it is something that people will relate to and read from time to time.
Hit conventional methods too
Try to be conventional in some form with the brand awareness strategies. Approach media houses like print media and broadcast media to target local jurisdictions of a particular place for advertisement and marketing. Attach business cards with ads on print media.
Attend events and business or trade fairs specified or allow business houses to offer legal services.
Low budget marketing
If an individual lawyer or law firm is short of budget and cannot invest in many strategies, they should initiate low-budget strategies like google business listing.
Google will show the results if someone needs your services in the local jurisdiction. Even one can post free blogs on their social media platforms like Facebook, Instagram, Twitter, etc., and it will automatically establish and claim that digital presence. It is free of cost, just need a bit of time and effort.
Be Approaching towards the community.
An individual or law firm has to be approaching the target community from which they want to generate a client base for themselves or their firm.
They can organise themselves or sponsor various seminars, conferences in schools, colleges, bar offices, etc., for establishing an offline presence. Only an online presence will be enough.
It will enhance the firm’s network and generate prospects in the relations by referral. The college’s student seeking an internship will also help get clients towards the firm he worked with.
So, to generate a huge client base in this competitive market is itself a challenge, and digital media proves to be helpful in this regard. It has to be kept in mind that establishing and growing an online presence. It has to be made sure by the individual lawyers and law firms that they target the appropriate client base.
Expanding business by spending on the right social media channels is indispensable. Lawyers and law firms should mainly focus on the most prominent social media channels like Facebook, Instagram, Twitter, etc., to get used for brand awareness, which their prominent client base can mostly use.