How Lawyers Can Utilize Marketing Tactics Effectively

Sophia Belnap

Law firms and solo practitioners need to work hard to win the confidence of prospective clients. Choosing an attorney is a big decision, especially for people who have never had to retain legal counsel before. In many instances, the need to seek out representation is precipitated by a serious legal problem that could be causing someone to experience considerable anxiety. When people are in stressful situations, they are looking for reassurance. Lawyers must demonstrate that they are more than capable of providing people with a meaningful solution. Here are some ways that lawyers can use marketing tactics to their advantage.

Create a Conspicuous Presence on Multiple Sites

Many people who are interested in finding an attorney may look to third-party websites rather than browse numerous individual websites that firms manage independently. Popular legal directories can help people narrow down their search for counsel to a specific geographic area and also filter a search to lawyers whose practice is concentrated on a specific area of the law. In general, it is advisable for lawyers to create listings on all of the third-party sites where their competitors may be. This marketing tactic helps to assure that firms don't have an advantage over one another simply because they happen to be on a site and a competing firm does not.

Attorneys can boost their profile on these types of third-party sites with advertisements geared towards people who are seeking out other legal professionals. For example, a search for court reporters Phoenix could be a strategic place to sponsor a result for a Phoenix law firm. 

Advertise Services Compliantly

The way that attorneys initiate contact with people about forming an attorney-client relationship is heavily regulated by each state bars rules of professional responsibility. Running afoul of these rules could land a law practice in serious trouble with the board of bar overseers in the jurisdiction in which it practices.

One of the most notable limitations on outreach methods prohibits lawyers from attempting to solicit a representation in person. In other words, lawyers generally cannot walk up to people, introduce themselves as a lawyer, and explain how they can help that person seek out a money judgment in his or her favor. Digital marketing initiatives make it possible for lawyers to connect with prospective clients in a personalized way while averting the risk of ethical violations which could subject them to disciplinary action.

Demonstrate Expertise

Lawyers can get attention to their practice's websites by featuring content that could come up organically for people in their online research about the legal issue that they need help with. It's extremely important to recognize that a lot of people resolve to retain counsel while they are attempting to get answers to complex legal questions. This preliminary fact-finding phase of a person's path to advancing or protecting legal rights is a critical time when attorneys need to seize their attention. They can accomplish this by featuring informative content and other useful resources about the areas of the law which they practice on their firm's website. Content in blog articles can help to answer some of the most common questions that people have when they need assistance with a specific type of problem. Articles can also describe noteworthy news stories in their area as well as general developments in certain areas of the law which may be of interest to people. 

Well written content that has smartly structured SEO relevance to people's queries and their locations can yield a major influx of site visitors. People who feel like information on a site was helpful and reflects extensive knowledge about a particular subject may be more inclined to get in touch. In effect, attorneys are able to inspire confidence about their abilities before even scheduling a consultation or commencing a representation.

Lawyers need adaptive and resourceful marketing strategies to establish a good reputation and bring in new clients on a continual basis. Outsourcing some marketing functions could make it possible for attorneys to achieve development while staying focused on serving their current pool of clients.