26 Jul Marketing for solicitors
Marketing advice for Essex Solicitors
Marketing legal advice can be a challenging endeavour. The law does not make for easy reading and it can be a challenge to find ways of conveying what it is you actually do for your clients. When running your own business there are tasks such as bookkeeping, office management and signing up new clients to consider. Training to be a solicitor teaches you legalities; not how to run a business, so these challenges can sometimes seem a little overwhelming.
With all of these other tasks keeping you from the important job of practicing law, often marketing can be the last thing on your mind. However, if you are looking to grow your firm it is a crucial tool to help facilitate this expansion. Implementing your own legal marketing campaign might seem a little daunting at first, but here is some advice on where you can start to direct your efforts.
Building your brand
Having a unique and recognisable brand is the crucial first step to building your firms reputation and differentiating yourself from your competition. When people think of your firm, how do you want it to be perceived? What kind of brand experience do you want to provide to your clients?
Trust and quality are good places to start. But researching both your target audience and competitors is key. You need to know how to appeal to your target clientele and understand how they will perceive your brand. You also need to know how your competitors are courting clients and ensure that you differentiate yourself from them.
Choosing a specific aspect of your business that you are going to focus on is crucial. It is not possible to appeal to all of the people all of the time. Therefore, determining whether you want to market yourself as a speciality solicitor who focuses on niche cases, for example, is an important decision.
Once you have decided where you are going to focus your attention, the next step is condensing your firms activities into a consistent message. The goal of this process is to build a brand that is instantly recognisable and fosters feelings of trust. This message will then be used in all of your marketing materials.
Improve the visibility of your brand
Now that you have a message to present, it is time to spread the word! There are many methods to do this, but SEO, PR and optimising your landing page are good places to begin.
Let’s start with SEO. Did you know that over 93% of online experiences begin with a search engine? To maximise your online presence it is crucial to implement an aggressive SEO strategy. This means that you will appear higher in the SERPs and gain more traffic on your website, generating more leads for your firm. One great way to improve your SEO efforts is writing blogs. Using the right wording is critical to a SEO strategy and can have large impact on the success of your efforts. You will need to ensure that you have researched which keywords you will concentrate your efforts on. Highly popular keywords will mean more competition, but more niche terms will not be searched for as often. It is important to strike a balance that will ensure a positive SEO campaign.
PR is another great way to improve the visibility of your brand. Good PR can change the fortunes of a business overnight. Clients will only approach your practice if they believe that you are a credible, trustworthy firm that has their best interests at heart. Implementing a well-crafted PR campaign can assist with building this much sought after credibility, improving your brands public image. It is also a fantastic way to gain more exposure for your brand through independent media outlets, putting you in the limelight more often and improving the name recognition of your firm.
Your landing page is the most important page on your website. It is the first page that visitors to your website will see. Therefore, it is an integral part of your effort to convert potential leads into actual clients. A common misconception is that a landing page is your home page, but this is not the case. It is a standalone page detailing the specific set of information you have offered to your visitors. For example, a potential client has clicked a link from a search engine to view your family law information page. If they are taken to your homepage this is misleading, as it does contain any of the information that they require. They are looking for information regarding your services as an family solicitor. Therefore, a landing page that contains solely information about your services in this area and a contact form would be ideal.
Marketing for Solicitors by Essex based VerriBerri
At VerriBerri we specialise in marketing for solicitors. Our award winning marketing and PR team offer a comprehensive service from start to finish. If you are looking to build your firms name recognition we offer tailor-made campaigns unique to you. Using our industry contacts we guarantee that we can organically grow your web traffic month on month. Saving your marketing budget from unnecessary paid-per-click advertising costs.
Building your reputation using our PR and marketing team will enable you to build a more sturdy platform with which to interact with the public. Promoting trust in your firm. Let us work with you on your SEO campaigns to help you rise through the SERPs. Our Essex based SEO marketing team has been operating for over a decade. Providing our clients with the best SEO content backed up with knowledge of the latest algorithm changes.
We pride ourselves on our marketing for Essex solicitors. If you have any questions about marketing your law firm, or would just like to know more about the services we offer contact our head office in Maldon today. You can reach our PR and market team at 01376 386 850.