Every attorney out there is trying to find a way to make his firm the best law firm. While this is certainly good business, it won’t necessarily bring business in. Starbucks may not have the best coffee in your neighborhood, but it probably sells more than the shop that does.
Attorney Ben Glass knows that the key to improving your legal advertising strategy is to make your law firm the “go-to” place for all legal business in your area. In his Great Legal Marketing book, Ben recommends that an attorney should make his firm so connected to his community that the firm becomes a “tollbooth” through which all legal inquiries must pass through.
Here are a few ways to make sure all customers seeking help in your community know who you are:
- Cultivate a strong presence. After you have created a user-friendly and highly ranked law firm website, create social media accounts that can interact with your contacts. A Facebook, Twitter, or YouTube account will increase your web traffic and introduce you to a future client at any time, day or night.
- Emphasize the need for legal representation. Many clients underestimate how complicated the legal process can be. Explaining complex points of a case or exceptions to a law will demonstrate to the customer how much he needs an attorney to fight on his behalf.
- Listen to customer feedback. Everyone who has contacted you online has seen your website and liked what they saw. Don’t be afraid to use them as test cases; when they make a comment to anyone on your staff that something on the site was confusing or a link was broken, let them know you will fix it immediately. Then follow through and fix it.
- Make changes. Your law firm’s marketing efforts should constantly be growing and evolving. If something isn’t working, don’t be afraid to go back to the drawing board. Often, it only takes a small change to make big results, such as updating a blog one more day per week.