Law firms and marketing – a tricky mix. In fact, legal services weren’t even allowed to advertise until the 1970s, so they have some serious catching up to do.
Truthfully, there are still some old-fashioned law firms who believe that advertising is unprofessional. But to survive in what’s becoming a rapidly saturated market, lawyers and law firms need to be able to differentiate their services from others. And that’s where client acquisition marketing comes into play.
The Challenges Facing Law Firms When It Comes To Client Acquisition
Take into account ethical marketing and the limited number of advertising mediums available, marketing and client acquisition for law firms isn’t easy.
While other service-based industries use social media effectively to generate clients, legal firms find it more challenging. The wrong comment can often do more harm than good.
Compliance and governance of legal advertising mean there are rules to be adhered to and guidelines to follow.
And it doesn’t stop there.
Add ethical marketing to the mix and a lack of technical knowledge in older firms, and it’s a delicate balancing act.
However, it’s not impossible. There are law firms out there successfully managing social media and websites as part of their client acquisition plan. As an excellent example, you can observe the way Law SB is creating its value through the use of great ethical marketing strategies.
Simple But Effective Tips To Energize Client Acquisition Strategies
With a structured client acquisition plan that focuses on bringing new clients on board as well as successfully retaining past and present clients, law firms can continue to thrive even when faced with stiff competition.
Know Your Target Audience
Most law firms have a mix of clients depending on the types of legal services offered. This makes creating customer personas and target audiences a challenging and time-consuming activity.
However, get this aspect of the client acquisition plan right, and the rest will fall into place more easily. After all, it doesn’t matter how good the marketing is. If it isn’t hitting the right people, it’ll fail to convert.
Complete customer research and break down more generalized audiences into niches specialisms. Creating personalized messaging aimed at the right audience boosts conversion success rates. But as a law firm, it’s imperative to make sure privacy regulations are upheld.
Switch Up Your Marketing Strategy
Once the target audience is known, it’s easier to figure out which marketing channels to use.
But in spite of this, few law firms are on the same channels as the general public.
Most law firms find it tricky to embrace some marketing channels, especially social media. Although LinkedIn is the professional base for most law firms, using other social media channels is more challenging.
However, successful law firms are using more “social” channels like Facebook and Instagram as part of their marketing efforts. In many ways, these channels humanize family law lawyers and make the industry seem less intimidating to the general public.
Use the data and insights from past social media channel marketing to evaluate the success rates in lead generation and conversion. If there’s a lack of engagement, it’s time to try a different approach.
Max Out Your Content Marketing Efforts
Marketing shouldn’t only feature around social media. There are a host of marketing platforms that law firms should utilize to maximum effect.
- Written word – writing to your target audience in plain English so they can understand is a great way to attract new clients. Legal jargon can sound a little scary, and legal systems are confusing for most people. Explaining everything in black and white makes it easier for new clients to reach out for assistance.
- Video – video marketing is fast becoming the most popular with consumers. Short videos that simplify processes and systems and explain complicated legal concepts can positively engage prospective clients.
- CTAs – every piece of marketing content should end with a compelling call to action. Client acquisition is different to lead generation. CTA’s need to focus on getting the final conversion from prospective client to paying client.
Stand Out From The Legal Crowd
Law firms are springing up everywhere, with a 0.7% growth between 2020 and 2021.
What does this mean for client acquisition?
It’s essential to stand out from the crowd and differentiate from competitors.
Research what services competitors offer and try to provide alternative services. Not all law firms have the means to cover every aspect of law. If there’s a gap in the local market, there are clients to be found.
Try a different approach. Be approachable and relatable and use marketing language that the audience understands.
Refresh And Update Your Website
Most potential clients will start their initial search and information seeking online. So keeping your website up to date is a vital part of your client acquisition plan.
Gone are the days of local law firms, where the community knows their local attorney and who to contact by telephone. These days, having a website is an essential aspect of becoming a successful business.
But here’s the thing.
It’s not enough to create a website and leave it at that. A website doesn’t need lots of attention, but it does need updating from time to time. Adding fresh, relevant content each month ensures potential clients can find all the information they need.
ThemeRex offers a variety of WordPress themes perfect for law firms, including:
Justitia | Multiskin Lawyer & Legal Adviser WordPress Theme
Justitia – a modern, fresh multi-skin website theme.
Law Office | Attorney & Legal Adviser WordPress Theme + RTL
Law Office – stylish and modern, great for any practice area
Dixon & Lamber | Law Firm WordPress Theme
Dixon and Lamber – Responsive, stylish, and fresh with a solid business design
Legal Stone | Lawyers & Attorneys WordPress Theme
Legal Stone – Clean and vibrant with a color management system
M.Williamson | Lawyer & Legal Adviser WordPress Theme
M.Williamson – an attractive solid business design and perfect layout to show off all your primary services.
Pearson Specter | WordPress Theme for Lawyer & Attorney
Pearson Specter – a solid contemporary business design perfectly suitable for law firms
These themed sites are ideal for sharing information. All come with online booking systems and various plug-ins, including SEO – a non-negotiable for setting up a profitable website.
Having a website as your online sales guru makes client acquisition processes smoother.
Client Acquisition Is Essential But Needn't Be A Chore
Client acquisition shouldn’t be a problematic and troublesome worry for law firms. By following the suggestions above, it is possible to create an effective acquisition strategy that regularly brings new clients into the firm.