Traditionally, law firms and legal services providers relied heavily on word-of-mouth and personal relationships to bring in new clients. However, with the wide proliferation of mobile devices and the rise of digital marketing, this is no longer the most effective way to reach prospective clients.
As it stands, a third of all potential clients start their search for legal services online. This means that it has become essential for legal firms to have a strong digital marketing strategy in place. Clients are inundated with choice, and they are more likely to choose a firm that is easy to find and that has a strong online presence.
A well-executed digital marketing strategy will help your law firm to reach more potential clients, build trust and credibility, and differentiate yourself from the competition.
The Changing Role Of The General Counsel
In today's business environment, the role of the general counsel is changing. Increasingly, general counsels are being asked to provide strategic advice and guidance, rather than simply managing legal risks. They are no longer singularly concerned with avoiding legal complications, but also with finding new and innovative ways to grow the business in an uncertain world.
In some cases, this means the general counsel is involved in decisions that have nothing to do with the law. For example, they may be asked to weigh in on decisions about marketing, human resources, and business development.
In this increasingly digital world, it is more important than ever for general counsels to have a strong understanding of digital marketing. These changes mean that general counsel must be adept at managing multiple stakeholders, both inside and outside of the legal department. They must also have a deep understanding of the business, its goals, and the ever-changing and competitive nature of the digital landscape.
What Law Firms Need To Do To Stand Out
In a competitive marketplace, it’s not enough to simply have a website. Your website needs to be well-designed, user-friendly, and provide value. In addition to this, your firm needs to be active on social media, and you should prioritise creating and updating a blog to share your expertise with potential clients. By optimising your website and blog for keywords that are relevant to your field, you will attract more traffic to your website. In this way, blogs serve as an important part of your SEO strategy, by boosting your ranking on search engine results pages (SERPs) due to increased visitation.
Investing time and resources into search engine optimization is likely to be the single most important element you can undertake to improve your online presence. However, it’s important to note that SEO is an ongoing process and requires regular attention and updates to be most effective. Google’s search algorithm prioritises website indexation by 434% if they frequently produce new content.
Additionally, you need to make sure that your website is mobile-friendly. More and more people are using their mobile devices to search for legal services. This means if your website isn’t optimised for mobile, you’ll lose out on potential clients. 64% of all searches start on a mobile device and if your website is not optimised accordingly, 57% of users are unlikely to recommend your business to a friend.
These figures indicate that for any business to stay competitive, it’s essential to have a strong digital marketing strategy in place. Law firms are no exception. By investing time and resources into digital marketing, you can position your firm as a leader in your field, building your online social proof, and ultimately growing your business.