When you run a business, marketing is critical for gaining new clients. But the marketing game has changed drastically over the years. Outbound tactics like commercials, print and radio ads, and billboards are becoming less effective. As people turn to the internet to find what they need, inbound strategies are growing in popularity.
Marketing is just as important for law firms as it is for any other business. Family law marketing, however, requires a different approach from marketing in other practice areas like business law or criminal defense. To help you get started, we’ve compiled a list of some of the best family law marketing ideas to help you bring in more clients.
1. Optimize Your Website
Around one-third of people looking for a lawyer begin their search online. But most law firms, including family law firms, have a website. To get noticed, you need to be near the top of the search results page.
One way to ensure your website ranks higher is to optimize it for web searches. There are various search engine optimization (SEO) tactics you can employ to improve where you land:
- Research and incorporate keywords — words or phrases potential clients use to find you.
- Place keywords naturally throughout your landing pages, metadata, and URLs.
- Use local keywords, which will help folks who search for “family law firms nearby” find you more easily.
- Focus on user experience; make sure your website is easy to navigate.
When you properly optimize your websites, visitors will be able to find information quickly and easily. Your website should also be mobile-friendly and quick to load.
2. Create Useful Content
Starting a blog is a great way to boost your SEO. A blog allows you to provide useful, informative, and valuable content to your website visitors.
Create posts that elaborate on your most frequently asked questions and provide information tailored to specific keywords or search queries. You can go in-depth on a variety of family law topics such as child custody, support payments, and what to expect during court proceedings. Chances are high that you have a lot more to share than what you can fit into one or two paragraphs on an FAQ page.
Incorporate keywords throughout your posts, create links that take readers to other posts or landing pages within your site for additional information, and be sure to update your blog regularly.
3. Jump on Social Media
More than 230 million Americans have a social media account. That’s approximately 70 percent of the US population. If you don’t already have an active social media account for your law practice, now is an excellent time to consider jumping on.
Social media platforms provide you with another avenue to build your brand and get your name out there. They enable you to engage directly with current, past, and potential new clients. Simply creating profiles on Facebook, Instagram, LinkedIn, and other popular social media sites isn’t enough, though. Like a blog, regular updates are vital.
Be sure to consistently post to and update your social media pages. With social media posts, you don’t need to constantly focus on direct marketing efforts; you can engage your audience with short video clips, live video feeds, blurbs from your most recent blog posts, and links to relevant articles about family law.
Most importantly, don’t forget to interact with your followers. Responding to comments and questions can go a long way with building trust and gaining new clients.
4. Collect and Monitor Reviews
People pay very close attention to reviews from past clients. Don’t be afraid to ask your current or past clients for reviews on your Google Business Profile and other review sites such as Yelp, Avvo, and Martindale-Hubbell. You can also request that clients leave reviews on your social media pages.
Collecting reviews helps you build your reputation and generates greater trust from potential clients. Responding to reviews lets you go even further.
Keep in mind that although you do your best to provide incredible service to all your clients, not everyone will be 100% satisfied. Some folks may leave negative responses. How you respond to negative — or even neutral — reviews will play a huge role in a potential client’s hiring decision.
Be sure to thank your reviewers for taking the time to leave feedback — this applies to positive and negative feedback. For negative feedback, responding constructively — and non-confrontationally — can actually help you build trust and give potential clients a better image of who you are.
5. Build a Referral System
Word of mouth still plays a significant role in gaining new clients. One way to encourage referrals is to build a strong reputation; the more satisfied your clients, the more likely your clients will refer you to friends and family members who need the help of a family lawyer.
Provide your current clients with the best service possible from start to finish. Follow up on emails and phone calls quickly and set reasonable expectations. Ensure your clients have all the information they need every step of the way. Most importantly, represent your clients to the best of your abilities to ensure the best possible outcome.
Another way to encourage referrals is to create an email marketing campaign. Offer a lead magnet such as a downloadable guide that deals with divorce, child custody, and other family law issues in exchange for email addresses. Even if the original subscriber doesn’t contact you, they may use the information you provide to refer a friend or family member in need of your services.
Bring in More Clients With Effective Family Law Marketing
Marketing your family law firm is essential for generating more leads and gaining new clients. Implement a few strategies and monitor your results to see which tactics are most effective. Keep an eye on how well different strategies work and adjust as needed until you find what works best for you. Do you need a few more ideas on how to generate leads for your law firm? Visit Martindale-Avvo for more advice on how to market your practice, bring in more leads, and convert them into actual clients.