It’s not easy to admit when you’ve made an internet marketing mistake. Sometimes, attorneys put thousands of dollars into a new advertising method before realizing that something just isn’t going according to plan. But what’s actually preventing your internet marketing campaign from succeeding? The answer may surprise you. Here are some of the most common marketing mistakes that law firms make when they’re using the web to advertise their services.
1. Thinking You Don’t Need an Online Presence
The main and the biggest mistake done by most of the law firms is thinking they don’t need to be online to capture potential customers. On the contrary, it is not only important for a law firm to have an online presence in today’s world, it is imperative to the firm’s success.
2. Not utilizing video in your online marketing efforts
Using videos in an interactive way to reach to the customers can be one of the ways to improve traffic to your website. There is something much more personal about a video. When attorneys can appear before an audience on film, people get a chance to see who they really are and are more likely to reach out than when they read web copy. Videos are also good media to share on social networks.
3. Not creating a social media policy
Before you create your Facebook Company page or start posting updates, it’s a good idea to put together a social media policy for your firm to follow. This can range from a general outline of overarching guidelines to a list of specifics on who in the firm can post what. If you’re charged with setting up social media for your firm, get input from all stakeholders – including senior partners, IT staff and marketers – as you put together your social media policy. Don’t forget to solicit input from new associates, who are likely to be familiar with the platform and can provide useful insights.
4. Speaking in Legalese
Putting up content in legal language on websites or trying to use legalese can let you down. Law firms need to snap out of legal writing mode and start relating to clients in a way they can understand.
5. Not targeting your Ideal Target Market (ITM) – Many times lawyers will not take the time to evaluate their ITM. This mistake will cost you quality prospects. Once you clearly define your target market – clearly communicate it on your website. Otherwise, you will waste time and energy on low quality prospects.
6. Staying Stupid About SEO and Keywords
If your firm has no time or inclination to get SEO and keyword strategy right, then outsource it. But get it done. SEO and search algorithms are constantly evolving, but they are not going away. Keywords are getting much more specific and sophisticated. If you think “attorney” is the only keyword you need, you’re not doing your business any favors.
7. Ignoring Pro Bono Work
If you’re fortunate enough to work for a firm that is making good money off of hot legal issues like labor law, you might think there’s no time for pro bono work. Think again. Pro bono work is not only good marketing, but good public relations. Make sure it’s mentioned on your social media.
8. Advertising Your Rates
Running a law firm takes a lot of money. So you charge as many billable hours as you can. Everyone knows that. However, don’t make the mistake of advertising your billable hour rates, or giving rates on your website. If you do, you may get stuck with a rate that will break you. Remember, circumstances alter cases and fees. Even some things that sound simple and straightforward like writing wills for your clients can end up taking a lot more time and effort than you originally planned on.
Understanding the above points will help building a successful law practice online. It does take proper training, however the results are most certainly worth the effort. Avoid these common law firm marketing mistakes for your website and your law firm marketing strategies will not be a waste of time and energy.