Law firm reputation-based marketing
Every law firm should be active about this. You don’t need a huge budget but you may need to change a few attitudes and devote some time to it. But there are a few points to consider for law firm reputation-based marketing.
First, it’s important to be aware that the public doesn’t generally tend to distinguish between specialist and non-specialists lawyers. Nowadays more people search online for legal advice providers. In our online, device-dominated society, innovations such as text shortcode message services, live website chat facilities and a friendly presence on social media all blur the lines to present an attractive service offering – regardless of whether or not that lawyer is a specialist.
The influence of the internet is having a huge impact on the development (and dismantling) of reputations. As mentioned above many clients start their search for legal advice online –but I’d just like to make a couple of observations.
- ‘Personal profile’ pages on law firm website are often the most popular. When buying legal services most people are likely to be out of their comfort zone and will need reassurance and to know about the people they may be dealing with – so tell them.
- Professional, consistent photography for all your fee earners makes all the difference and you could use the images on LinkedIn profiles too. Is yours the best it can be? And video content is being used increasingly to engage with potential clients more quickly.
Elsewhere it is well known that client recommendations are one of the most effective routes to new business: In business terms, a personal recommendation is incredibly valuable. Make it easy for your firm to be recommended or quite simply ask for a recommendation.
This is a point echoed by regulators – the Competition and Markets Authority review of the legal service sector (final report due in January 2017) initial report found ‘that just 22 per cent of the public would compare providers before choosing one – often relying on recommendations from friends or family – reinforcing the recent findings of the LSB that consumers are hindered by a lack of information.’
SUMMARY – law firm reputation-based marketing
- The public doesn’t distinguish between specialist and non-specialists lawyers
- The influence of the internet is having a huge impact
- ‘Personal profile’ pages on law firm website are often the most popular
- Make your firm easy to recommend
- The Competition and Markets Authority review of the legal service sector final report due in January 2017
Take a look at some case studies for clients we work with.