Better marketing for law firms

Reputation is key to success in the legal sector.

It is law firms that we turn to, to deal with important life milestones and critical circumstances. Because these occasions are important, choosing the right legal firm is something that people consider very carefully. Law firms looking to acquire new clients must take the marketing of their organisation seriously if they are to win new clients and new business.

When people require legal advice or assistance, they generally do two things. They ask people they know and trust for recommendations and they turn to the internet to do research. This means that a strong online presence and an excellent reputation are vital for any legal firm. And having worked with several legal businesses in the past and present, improving your online brand and presence is something we at Entyce can help with…

Online Presence

Having a strong online presence is of the utmost importance. An up-to-date and professional website can be the foundation for this.

The site should be reviewed and updated regularly with timely content added to share news about the firm and its activities. The website should provide information about services offered and content which adds value and helps prospective customers to have confidence and trust in the firm. It should provide all the information needed to encourage prospective clients to take the next step and make an enquiry.

Most searches for legal support will begin online so the website should be optimised for search engines to ensure it ranks well and gets found. Depending on the nature of the firm, keywords and SEO could be focused on specialist or niche services, the industries supported, and the geographical area covered.

A website is just the beginning though. Inclusion in relevant directories, positive news stories in online media, and reviews and testimonials are just some of the marketing activities which can contribute to improving the online presence of a law firm. These will all work together to create an online presence and boost the chances of a firm being found by prospective clients when they are searching. They will also help to build a positive picture of the firm’s expertise and specialisms.

Branding and reputation

When it comes to selecting legal representation, trust is critical. This is where branding and reputation play an important role. Investing in a brand and building a reputation over time will lead to brand recognition. This will help clients to have confidence and trust in the expertise and services on offer.

Being front of mind

From positive PR stories to advertising in local press, being active on organic social media, or industry-specific media and sponsorship, there are numerous ways to keep a brand front of mind with its target audience. These methods can be hard to measure in terms of ROI, but they undoubtedly support brand-building efforts and help organisations to stand out amongst their competitors.

Working on these activities will help ensure your firm is already on the radar when its services are required. Sponsorship, networking and attendance at events are all other ways of staying visible and in the public eye.

Demonstrating values

This could be through charitable work and associated PR activities or through the types of legal work the firm takes on. If you carry out pro bono work, make sure you are communicating about it and the positive impact it has. Publishing and sharing case studies and reports can be another marketing activity which will help to showcase values and paint a picture of what an organisation stands for.

Having clear values and being strategic and vocal about them will help reinforce other branding and marketing activities, all contributing to building a strong reputation with the right target audience. When faced with the decision about which legal firm to appoint, understanding the organisation’s values and having a positive impression of what they care about will be a deciding factor for many clients.

If your law firm could benefit from marketing support, then we can help! Get in touch, we love to chat about how we can support your business to be more visible and reach prospective clients.