Digital marketing for law firms – What’s the hype?

Digital marketing for law firms – What’s the hype?

With the introduction of SRA changes opening further access for alternative business structures, the legal profession is even more competitive than ever before. Many in the legal profession are now looking for new and innovative ways to shake things up and get ahead of the crowd—particularly digital initiatives. LexisNexis study InterAction found 70% of respondents expect to increase website and social media investments in 2020.

With the majority of clients (66% in InterAction study) now requesting information on firm’s technology, it’s clear creating a digital strategy is not something to overlook.

Is a legal digital marketing strategy worth the hype?

Society is moving online. It’s not breaking news to know that the digital movement has become part of our everyday lives. From online shopping and the decline of the high street, to mobile banking and cryptocurrencies, there’s no escaping the inevitable digitisation.

We’re spending even more time online than ever before. Blue Corona reported that the majority of those looking for legal advice spends at least eight hours online a day now, with 97% of clients heading to Google rather than the Yellow Pages to find legal professionals. Having an online presence is essential to taking advantage of this new expansive market.

The internet allows clients to make an informed choice, easily accessing online reviews, testimonials and price comparisons. A study by Moz in 2015 found 67% of consumers are influenced by online reviews, and the number is bound to have increased. This is particularly key for the legal industry where reputation is everything. By executing a clever and well thought out digital marketing strategy, could help give you a competitive edge.

Where should I start?

With client’s now expecting more from the services they receive online, its vital to ensure your digital strategy is planned well. Due to the rise of online businesses, such as Amazon, clients now expect to be provided with speed, customer care and quality.

With this in mind, here are some key things to consider in a law firm digital marketing strategy:

  • Create a website that speaks to your customer, rather than your employees: think about your customer’s experience and their expectations. They are, among other things, looking for a website to have a great design, be fast, mobile-friendly, authoritative and functional.
  • Be visible: Investing in services such as search engine optimisation or SEO can be beneficial to ensure your website is visible. It is a way of making your website rank higher in search engine results. Ranking on page one of Google will drive increased traffic to your website.
  • Get social: We recently released an article on why social media could be your law firms secret weapon (read here). For many social media might seem daunting, however it is a great way to reach a wide number of new clients and reaffirm your authority with your current ones. Social media humanises your firm, brings increased online visibility and traffic, increases your brand’s recognition and can ensure wider distribution for your content.
  • Embrace your online recruitment persona: With the rise of the influencer, online reviews have become a trusted source. Many feel like the information they are being fed is real, almost like it’s coming from a friend. Consumers read, value and trust reviews driving traffic and new conversations.
  • Follow a strategy: It can be daunting trying to put your digital marketing strategy plan together on your own. LexisPSL provides a precedent outlining how to create a marketing strategy for business development, it can be found here.

LexisPSL offers more than just practical guidance on the law. With information, guides and precedents spanning across social media, marketing and business development. For a free trial click here

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About the author:

Hannah is one of the Future of Law blog’s digital and technical editors. She graduated from Northumbria University with a degree in History and Politics and previously freelanced for News UK, before working as a senior news editor for LexisNexis.