Internet marketing, as I highlighted in an earlier post has emerged as the current dominant feature that is being incorporated into a lot of business models today. Law firms are not exempt from this. Internet marketing is however a broad, and for many law firms, uncharted territory but as more potential clients research their legal questions online, and through social marketing, the need for law firms to have an online presence is apparent, as a strong online presence is vital for law firms looking to attract new client.
Research and online data tracking has shown that a business website is a prime tool for attracting a potential client. So, in other words, a potential client is likely to check out the online presence of your firm before deciding to retain the firm’s services. If your website is not geared towards helping potential clients find and evaluate you on the basis of whether they can indeed gain access to justice from you, then you will be operating at a cost. While referrals are a good way of marketing and gaining clients, with the current digital age we live in, it is always worth having a digital perspective in mind and re-evaluating your approach to online marketing.
Three of the top four professional services research methods are directly related to a legal online presence: social media, website, key word searches. This means that along with client references, a law firm needs a robust and ethically sound social media campaign manager, and a mobile friendly and professional website. It is therefore a good business strategy to have a social media expert working alongside you, creating fresh, relevant and accurate content for your law firm to share and attract potential clients.