As law firms continue to struggle under the weight of the economic downturn, online positioning and advertising opportunities have emerged as an inexpensive way to elevate their brand and raise name awareness. Increasing your online visibility can draw more visitors to your website, position you as a thought leader and attract new customers.
Tip #1: Position via social media outlets
Law firms should consider implementing a Facebook fan page. You can use a Facebook fan page to post news articles, blog posts and mentions in the media. Include information regarding speaking gigs, have an Alumni area and consider including candid photos showing pictures of your lawyers at firm outings and conferences, giving your page a very human quality. LinkedIn groups is a powerful tool to reach specific market segments and targeted audiences. Build a Twitter presence and tweet regularly about upcoming events, industry news and business information to begin to position practice group leaders as industry experts. Join Martindale-Hubbell Connect. If you have lawyers listed in Best Lawyers you can increase the SEO for your website by participating in Best Lawyer’s affordable “deep links program.” This allows your lawyers' profiles to be visible on Best Lawyer’s global search engine that now resides on multiple third-party sites like Law.com, US News and World Report and many local business publication sites.
Tip #2: Create a law firm Wiki
Compose a Wikipedia entry about your law firm, its work, areas of practice and its history, or retain a professional writer to create one. Millions of people use Wikipedia as a reference and the entries rank high in organic search engine listings. Just as in all legal advertising be factual and avoid blatant promotions, comparisons and statements that can’t be quantified to ensure the Wikipedia entry is published.
Tip #3: Use online communication tools
There are many inexpensive and free online applications that allow you to track, communicate and build better relationships with your target audiences. Sign up for Google alerts and monitor your online presence against your top competitors and review the websites where you are mentioned to see what people are saying about you. Also use these alerts for your top clients in each practice area so you are well-informed about their businesses and industries. Solicit feedback from clients by using inexpensive online questionnaires and survey tools like SurveyMonkey at the conclusion of matters. Use this data and information to improve your client service and take action on suggestions that are made. Send out branded and well designed e-marketing updates and e-alerts to regularly stay in touch, informing clients of breaking legal news in their industry or special events the firm may be doing and include live links back to relevant areas on your website to increase traffic.
Test some of these strategies and measure results on your website using Google Analytics to find the right combination of online positioning methods for your law firm. You might be surprised what you learn.
What is your firm doing to position itself for growth and success?