More than 80 per cent of prospective clients say a law firm or legal service provider’s website and social media presence influences their decision to make contact. Help them decide in your favour.
Your website is your number one marketing vehicle. It is the showcase for your expertise, and your highest profile and most effectively influential marketing tool.
Your site has many uses: it helps people find you, prospective clients use it to verify you, current clients use it to validate their decision to hire you, potential lateral hires and students use it to assess you, and opposing counsel and competitors use it to size you up.
Analyzing and fine-tuning your website and social media presence helps to ensure:
- Direct and clear communication that addresses the needs of both current and prospective clients.
- Brand alignment of the law firm/service provider and its individual lawyers and professionals.
- Search engine optimization (SEO) that results in high ranking.
I have developed new websites as well as revamped and completely overhauled numerous law firm and legal service provider’s sites, one of which was named 2009 Best Law Firm Website in Canada (Big Firm: multi-jurisdictional) by National magazine, the official periodical of the Canadian Bar Association. This site also won silver in the corporate communications category at the 2010 W³ awards.
A solid, client-facing website is the cornerstone of your online profile while a strong social media presence is your second highest profile builder since it supports your website and is a key feature of your online identity. Being seen and heard on appropriate business-focused websites and select social media platforms that address a key and targeted audience can enhance your reputation, drive visitors to your website, and encourage direct contact.
In many instances, social media is an easy and no/low cost way to communicate with the audience you desire to reach. Doing so may include setting up a LinkedIn presence, Facebook profile, Twitter account and/or other business-oriented social media platforms, as well as blogs.
The Next Decade of Legal Services — Part 2 — Managing Law Market Change
Commoditizing Legal Services
Legal Market Strategies for Uncertain Times
The Value of Legal Market Positioning
Toward Industry Alignment
Reckoning and Retooling
Fighting for Law Firm Dollars
Change by Degrees