It depends on the type of law that you practice, but you’re sometimes placed at a disadvantage when it comes to your existing client base.
Once the case is over, so does the client. That’s why every law firms should at least have a strategy of attracting new people to fill their current roster of clients.
Just as you are as thorough with your cases, you should also adopt the same approach with your marketing campaigns. Whether it is attracting prospects, building your firm’s reputation, or growing your business.
In this post, we’ll talk about the five lessons law firms can learn from e-commerce.
Your Website Serves as Your Storefront
For some businesses, it’s challenging to give the same level of investment as they would with their physical stores.
But what these local businesses should come to realize is that they will receive more visits on their website than their actual store.
According to a 2016 survey, 58 % of consumers have visited a company’s website or app first before ultimately making a purchase. Moreover, another survey by Vistaprint shows that users are unlikely going to purchase from a business if they have a site that’s poorly designed.
It can be anything from having a poor mobile experience, difficult navigation, to broken links. In fact, 34 percent are unlikely going to buy from a business if they don’t have a website.
So how can you apply these on your law firm website? Well, treat your site as an extension of who you are. Focus on giving your clients a fantastic online experience.
Here are some law firm website tips:
- Never underestimate the power of visuals. Users perceive visual content faster. Use infographics, videos, and images to make it compelling and user-friendly.
- Research is crucial. Find out what people want from your site, then tailor your content to suit those needs.
- Feature leadership and accolades to establish credibility.
- Make sure that your Contact Page is easy to navigate and clear.
- Ensure that your site is mobile optimized. Ideally, it should load within the first three seconds. Otherwise, you’ll be losing clients.
Clients Want Social Proof
What makes you different from the rest of your competitors? Be ready to make a list of benefits, run paid ads, and feature it from different angles.
But turning users into clients isn’t enough.
You also have to also take note that people read customer experiences such as testimonials and reviews. Note that 97 percent say that reviews influence their decisions, and 82% regard user-generated content valuable.
Happy clients mean more prospects in the future. That’s precisely why you should integrate social proof in your marketing efforts.
You Need to Earn Your Client’s Trust
The notion that “clients are loyal by nature” is a fallacy. But over time, they can become so.
People tend to look at what’s the best option is (your services, for example) at the time they need it most. Therefore, your job is not only to earn their trust but to stay on top of their minds.
But how? By constantly reminding them of your existence.
Also, offer them solutions. Help them out with their problems. Come up with a podcast, start a webinar, or write a blog. You can even start with something straightforward like replying to their comments on social media.
Gradually, people will come to see you as an authoritative figure in your niche.
Utilize Contact Forms, Offers, and CTAs to Generate Contact
Utilizing these elements are vital that it shouldn’t be overlooked. You should have a deliberate combination of offers, incentives, CTAs, and contact forms.
That way, you’re creating contact.
A CTA that encourages users a sense of urgency rather than letting them wander on your site generates more conversions. For instance, a CTA and contact form with the word, “get in touch” won’t be as effective. Instead, going for a CTA like, “Get your free consultation now” creates more impact.
It’s a straightforward formula that you can follow. If your current website isn’t structured this way, then it only takes a few minutes to update it.
Put an Effort on SEO
Another thing that you should keep in mind is that you need to optimize your website for SEO.
A lot of users that are looking for the services they need are going online and typing on Google. So for your law firm to be found, you should rank on the top of the search results.
Search engine optimization makes sure that your web pages appear for the particular keywords your clients are looking for.
Also, here are the best SEO practices:
- The keywords that you’re targeting for should show up in heading tags, titles, and meta descriptions.
- Visuals should be optimized by descriptions including relevant keywords.
- Optimize your site based on the location of your business. A lot of clients type the city they live in or use the “near me” option on Google.
It’s crucial that you stay with these up-to-date trends in e-commerce and apply them into your law firm website. There are also a lot of reputable Facebook advertising agencies that can help you market your law firm on the largest social media network. That way, you can reach prospects and clients effectively in today’s highly digital world.
Bryan Mixon is the owner of AmazeLaw.com, the website building for solo and small firm attorneys. Bryan has been building websites since 1999 and has spent his last four years helping companies like HubSpot, Mill33, and LivingSocial. Bryan knows first hand how difficult it can be for small business owners to get their digital marketing off the ground, so he built AmazeLaw as a super-simple place for solo attorneys to build their sites, collect leads and get on with their days of doing lawyerly things.