How to Build Your Solo or Small Law Firm Practice
Large law firms have extensive advertising budgets and the support of an active in-house marketing team or outside firm. When you’re running a solo practice or a small firm, you typically can’t afford such luxuries. That doesn’t mean, however, that you can’t effectively compete with the big firms and their advertising dollars. You just have to be more personally involved, and you need to be judicious in how you advertise to prospective clients. Here are some highly effective, cost-conscious strategies you can employ to help grow your small-firm client base:
- Be a guest blogger on someone else’s website—Think of other types of professionals with whom you frequently work. For example, if you handle a lot of estate planning, you may work regularly with accountants or realtors. If there are specific professionals with whom you work, ask them to post an informative blog on their website. This type of referral-based marketing can be highly effective. By simply appearing on another professional’s website, youl immediately gain credibility with a new market.
- Include content that increases interaction with potential clients—The longer someone stays on your website, the greater the likelihood that they’ll contact you. That’s because the more time someone spends with you, the more they feel invested in you. Content that engages, such as checklists, FAQ, and informative overviews, naturally build that engagement time and leave prospective clients more inclined to reach out to you. Offering a free phone or in-person consultation also helps. While the potential client isn’t spending money yet, they’re investing time with you, making them more inclined to want something in return for that investment, like your further (paid) services.
- Update your Google Business Profile with fresh content on a regular basis—Those businesses that appear on the right-hand side at the top of the first search engine results page (SERP) are there because they have claimed their Google Business Profile and keep it populated with fresh, accurate, and relevant content. There’s no cost to do this.
- Focus on website usability—When a potential client makes it to your website, you want it to be as easy as possible for them to get answers to their questions and do the things they want to do. If the navigation is difficult, they’re likely to hit the back button. If they don’t find answers to basic questions within a paragraph or two, they’ll do the same. The quality of your content will bring people to your site, but they’ll leave in a hurry if your website is hard to use.
- Enhance your video presence—Video offers many benefits. It puts a voice and face to your name and helps potential clients feel as if they know you. It engages viewers for longer periods of time. It can easily be posted to multiple platforms, including most social media networks.
Let GetLegal Help Build the Client Base at Your Small Law Practice
At GetLegal, we offer attorneys and law firms nationwide more than 20 years of proven experience in digital marketing. We provide a comprehensive array of online tools to help you connect with and bring in more paying clients, including video production, custom content and design, search engine optimization (SEO), social media campaigns, directory listings, and online reputation management. To learn how we can help you generate more potential clients for your practice, go to https://glpbpro.wpengine.com/ or call us at 1-877-359-7077.
