In a big city, significant opportunities exist for a legal team interested in starting their own practice. Unfortunately, a small law office sometimes rests in the shadow of giant law firms. Perhaps this isn't necessarily a bad thing. A smaller law firm could offer benefits to clients that a larger one may be incapable of. A smaller firm can promote its ability to provide more personal attention to the clients who walk into an attorney's office. Large law firms sometimes come off as impersonal and intimidating to potential clients. With the proper online marketing strategy, a small firm could get its merits across to potential clients.
Marketing the Welcoming Touch
Producing marketing content on the internet gets across vital information. Anyone searching for a lawyer wants to know what type of law the attorney practices, where he/she received a law degree, and the like. Biographical information helps, but a small firm may benefit by also integrating a welcoming attitude into the promotional material. This way, a client may become more inclined to visit the smaller firm. Here are ways the legal marketing can support this approach:
- Publishing Informal Pictures: Biographical information should tell potential clients about the attorney hoping to represent them. The news doesn't all need to be academic or professional-oriented. A photo of a partner out fishing or taking part in a charity softball event makes him/her come alive in people's eyes. Overdoing it with these images isn't necessary. One or two, however, can have an impact.
- Blogging About How Clients' Lives Benefit: Law firms publish blogs in connection with company websites. From a search engine optimization perspective, this content market strategy makes sense. An error on the part of many firms involves publishing too much dry informational content featuring legal definitions and litigation examples. Why not publish information about how a law firm's representation works? Mentioning how a quick settlement led to someone receiving medical care and returning to his/her old life comes off as inspirational. Feel-good marketing can positively influence a reader.
- Making a Visual Pitch: Text and still images aren't the only ways to get information across. Posting a video that brings the potential client into the office might have a charming effect. As with blogging, the footage should avoid being too expository. Follow the "let the real you come out" principle. Allow people to see the friendly side of the person intending to represent them.
Marketing isn't just about advertising. Marketing involves building and creating a brand. A law firm branded as one known for its personable, friendly approach to representing clients during difficult times may achieve a strong brand.
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