Digital Marketing For Law Firms

There are more than 91,000 lawyers registered in the state of Illinois. And, according to LexisNexis, 76% of people looking for lawyers last year used the web to do so. When you put the two together, it's easy to see why law firms need a digital marketing strategy. Here's what to keep in mind whendeveloping a site and blogging for your practice: 

Write With Your Audience's Perspective In Mind

Most law firms rightfully want to boast about their stacks and stacks of credentials and experience. While most attorneys have certainly earned some bragging rights, the focus of your practice’s digital marketing strategy should be showing support to your potential clients. Further, the ethics rules and guidelines governing an attorney's advertising, solicitation, and marketing limit what the law firm can or should say - and it varies by state.

When someone searches for a lawyer, they’re essentially looking for help in solving a problem. Recognize that. Use your credentials as a way of showing how you’ll be the biggest source of help. In this case, being the smartest person in the digital room means being the most helpful. Be mindful, of course, that your content could be interpreted as dispensing legal advice. With that in mind, write and edit cautiously, and/or be sure to add the appropriate disclaimers. 

Think about what your audience needs to hear when they’re looking you up. If you’re in family law, you can address aspects of the your work and the different emotions they create (consider the experiences of divorce and adoption).

And, make sure that your website looks good on a mobile device!

Talk Like a Human

Legal jargon might be familiar to you, but it’s foreign to most leads. Break down the language native to the legal field and address it in digestible concepts. How would you explain a deposition to a sibling or parent?

Remember the #1 rule of content production: If you wouldn’t read it, don’t write it.

Include Social Media In Your Strategy

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