The main reason you put up a website for your law firm was probably to get clients. Digital marketing has two basic steps: find potential customers and get them to come into the office. There is no point attracting people to your site who are not looking for legal services and there is no point investing time and money in your website if few of its visitors actually hire you. The SEO news sites have some enlightening advice on how to attract potential clients and how to encourage interested parties into a visit to your practice. These articles currently appear on the Search Engine Journal, Moz Blog and Search Engine Watch news sites.
The first article in our review this week contains twelve tips – one each from successful entrepreneurs – on how to improve the sales conversion of a site. None of these experts work in the legal profession, so you might wonder whether these ideas are relevant to you. However, most of the tips concern the layout and facilities on Web pages and these ideas apply across all industries.
This article discusses “relationships,” but could also justify a title relating to trust and credibility. Building credibility in the general community is a very important step in attracting potential clients and establishing trust and a rapport is vital in sales conversion in the legal sector. Luke Guy provides some cogent thoughts on the task of finding people who need your services and getting them to sign on the dotted line.
Social media is a very useful forum for lawyers to establish a reputation and engage with potential clients. You can interact with potential customers and let them know that “hey, I’m just like you (only with a lot of legal knowledge).” Social media methods can also be integrated into your own site to assure potential customers that you know what you are talking about and that you will be able to help them with their legal problems. However, mistakes committed in social media are very public and can cause your practice a lot of damage. This article runs over a few simple tips that will help you avoid social media pitfalls.
For Writers Only: Secrets to Improving Engagement on Your Content Using Word Pictures (and I Don’t Mean Wordle)
It is a good idea to have articles and case studies on your website, because they can explain to potential customers how you helped previous clients. This encourages them to come in and see you because if they know that you won cases similar to theirs they can have the confidence in you to solve their problems. Stories of previous cases are probably the most effective method of sales conversion that lawyers can use. This article explains a writing technique that will make your content more effective.
Here is another article that discusses ways to make your content enhance your credibility and establish trust, thus attracting visitors to your site and converting them to clients. Most of the ideas in this article should be pretty straight forward for lawyers. For example, the suggestion to know your ideal audience is pretty much taken care of by your practice specializations. Probably the most useful tip here is the suggestion to use video. Imagine inserting clips of satisfied clients into your site – powerful stuff.