It’s called the World Wide Web for a reason. The internet is a vast, yet crowded space for any business, your law firm included. But that means the benefits the internet offers – the breadth of reach, content personalization, and opportunities to build foundational relationships that ultimately drive business – abound.
But how do you break through the online clutter and find the right audience? The answer is internet law firm marketing.
Internet law firm marketing – also referred to as online law firm marketing, or digital law firm marketing – is the sum of all the tactics your firm uses to attract, connect, and engage with new and existing clients online. It promotes your law firm services and helps drive traffic, leads, and sales using digital channels such as search engines, websites, email, and social media. Some examples of internet law firm marketing include content marketing, Search Engine Optimization (SEO) advertising, and online legal directory listings.
Compared to traditional marketing (think billboards, phone books, and commercial spots), internet law firm marketing is one of the most inexpensive ways to reach your target audience. And, more and more, the internet is where prospective clients are going to look for legal help, making it the place your firm should be.
According to the most recent U.S. Consumer Legal Needs Survey, 32% of legal consumers learned about their attorney online. Imagine how those numbers may have transformed after a year that has been primarily virtual around the country. If your law firm hasn’t made a priority shift towards internet law firm marketing, now is the time.
Reputation management and internet law firm marketing
Think about the last time you made a household purchase online. Did online reviews of the product sway your purchasing decision? Regardless of the product or your purchasing platform, ratings and reviews of products and services matter to consumers. They can validate or dissuade. The same is true for consumers with legal needs.
Positive client reviews are one of the most effective online law firm marketing tools. They provide potential clients with the validation and proof they need to feel secure making that first phone call to your office. It’s well worth the time and effort to ensure your law firm gets reviews from past clients.
Don’t know where to start? FindLaw offers a couple of different ratings and reviews services that can help your firm source positive reviews from past clients, respond to clients who had a less-than-stellar experience (putting potential clients at ease that you are responsive, no matter the client outcome), and ensure you’re actively listening to client feedback.
One facet of the greater whole
As you start the new year and look at quick, easy wins when it comes to your marketing strategy, be sure to take a look at online law firm marketing tools. Reputation management, in particular – soliciting reviews from past clients to build your brand and bring reassurance to potential new clients – is a great place to begin.
And when you’re ready, contact the digital marketing experts at FindLaw to talk through a comprehensive internet law firm marketing strategy that will help set your business up for the long game.
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