Marketing a law practice can be a time consuming and overwhelming endeavor for an attorney. Fortunately, there are resources for attorneys who need marketing assistance. One such source is FindLaw. According to FindLaw, there are “17 Common Mistakes” attorneys make when marketing their practices. Some of these include:
- Relying on referrals too much- attracting clients directly gives an attorney more control over who they represent;
- Having an incomplete marketing message- one that defines and focuses on the key elements of a practice is more effective;
- Not using a practice mailing list to its full advantage. Recipients on that list should include past clients, current clients, prospective clients and referral sources.
- Putting marketing on the “back burner,” and not having a marketing plan. The time an attorney and/or firm puts into marketing will be well worth it if done correctly. An outside consultant may be necessary.
When putting together a marketing plan an attorney needs to spend a substantial amount of time thinking: What kind of client(s) do the firm want? Where does the firm want to make inroads from a geographic and professional standpoint? Does the firm want to expand certain practice areas? How can a firm increase its name recognition in areas where it is less known? Most attorneys do not want to take time away from their practice of law to develop and continue to work on a marketing plan, but in this competitive marketplace it is a necessity.
Law Firm Website
Although there is still much debate within the profession as to how much new business an attorney or firm can gain through a firm’s website, recent studies show a trend. One study done by Thomson Reuters Findlaw found that 84% of polled consumers used the Internet to validate the existence of a law firm, as well as learn more about a specific practice or attorney. Most relied on a search engine, such as Google.com, to begin their legal search on the Internet. In addition, 50% of those who used the Internet contacted a law firm or lawyer at a specific firm as a result of that research.
Attorney Website Biographies—Inbound Links and Client Representations
That same study found that 53% of those who used the Internet, considered a lawyer’s expertise as the main criteria in their decision to hire one. In light of this, there can be no excuses for an attorney not to keep his biographical information current and interesting to potential clients.
Attorney biographies need to be written tightly and in lay terms with key words that will be relevant to prospective clients who are looking for an attorney to assist them with their specific legal issue. An attorney biography could also include an inbound link (from another website) that could increase the level of search engine optimization (SEO),the process by which search engines, such as Google, find information.
In terms of inbound links, for example, if an attorney has written an article or was quoted in a publication, a link to that article could be imbedded in the text of the attorney biography. In addition, in certain circumstances, a list of representations, including client names can be included in the biography. This is dependent upon the type of law that is involved and whether privacy is an issue, and always, whether or not the client has approved of the disclosure.
Associations, Publications and Leadership Roles
An attorney should also include information relevant to membership in professional organizations, and whether he or she is involved in any committees, or holds any leadership roles, such as chairperson. A list of publications the attorney has written, again with links to those articles should be included in the narrative or as a listing.
An attorney’s involvement in the community should also be mentioned in the biography. This could be as a board member to a charitable organization, or a committee membership to a nonprofit organization. The fact that a professional “gives back,” humanizes the attorney and demonstrates a commitment to be involved in the community. In addition, participation in community organizations opens the door to making new connections that could result in new clients.
Contemporary Approach to Marketing Your Law Practice
The days of referrals to maintain the profitability of a law firm are over. The legal market place is too competitive. Developing and implementing a marketing plan, are absolutely necessary. In addition, today’s consumers are knowledgeable and proactive. They are using the Internet to research their legal issues, and search for attorneys with the expertise they need to solve their problem. In many cases, they choose an attorney based on the information they find, and arrive at the law firm armed with knowledge and questions. An attorney needs to be ready for that client.
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