Marketing tips for immigration lawyers

Lawyer and client looking over a document

It’s hard to escape conversations about immigration law during the last few years. Presidential campaigns, nightly news, and dinner table conversations about immigration have become commonplace.

The United States Supreme Court agreed to hear two high-profile immigration law cases in 2021 and IBIS World’s U.S. Market Report places the immigration legal industry at $5 billion with more than 30,000 employees. However, the top industry leaders account for less than 5% of total industry revenue. That means there is an opportunity for small and solo law firms to grab a firm hold in the market.

So, when chatter is swirling all around and the need for representation evident for immigration lawyers, how do you best market your law firm to gain a competitive advantage? Here are a few tips to get you started.

Get your web presence ready

When facing an immigration issue, there’s often little time to waste. Whether it’s a work-related visa, obtaining a green card, or a citizenship question, reaching an immigration attorney comes with urgency. And that doesn’t even take into account that almost all legal consumers act quickly when looking for legal assistance.

According to the Thomson Reuters U.S. Consumer Legal Needs Survey, 55% of those surveyed said they did something about their legal need within a week, 70% considered just one attorney, and of the 56% who contacted an attorney, 86% hired that attorney. That means if you’re easily found by potential clients, it will be easier for them to contact you and to secure their business.

Your first step is to make sure your website is ready for primetime. That means ensuring your website is mobile-optimized, fits the personality of your law firm, and that consumers can find you when looking for legal assistance on major search engines. It might even be worth employing a SEO consultant to make sure you understand the process and to help you track its success.

Also, don’t forget to have an efficient way for a potential client to reach the firm. Thirty-eight percent of survey respondents used a mobile phone to call the firm. A simple click-to-call button is often enough to get a prospective client to contact you.

Don’t leave clients waiting

As already mentioned, clients facing immigration issues can’t wait around. These aren’t small occurrences with few risks or consequences. They’re facing issues that could have serious outcomes and they’re often on specific timelines. For survey respondents seeking help with an immigration issue, 68 percent considered it a “very important” issue.

Once they find your firm online, they expect quick solutions and next steps regarding their legal issue. Law firms can build trust with these clients by also showing a sense of urgency with client intake.

According to the Thomson Reuters U.S. Consumer Legal Needs Survey, 48% of legal consumers expect a law firm to respond in less than 24 hours. In fact, 68% of those who contacted more than one attorney did so because the attorney didn’t respond quickly enough, wasn’t able to be reached after an initial attempt, or never responded at all.

As you can see, having a seamless client intake process is especially crucial for immigration lawyers. But that doesn’t have to completely infringe on your time. Don’t forget that you can employ call answering and web chat services to ensure potential clients are getting the right response at the right time, even if you’re busy with other tasks. Regardless of tools or strategies, it’s worth investing in a process that gets your firm ready to respond immediately to client requests.

Utilize social media

Another step to build your marketing presence with those facing immigration issues is to craft an impactful social media presence. It’s important for legal consumers to trust you, especially with legal issues as important as immigration.

Effective social media marketing helps your firm get found where a lot of legal consumers are spending their time. Building out your firm’s social channels can get you in front of audiences that might not use traditional means of seeking out legal guidance. It also reinforces your brand, gives you a chance to show your personality, and connect with potential clients in a less formal setting.

And the newfound brand recognition from a solid social presence also helps potential clients vet your firm. In fact, 21% of respondents in the Thomson Reuters U.S. Consumer Legal Needs survey said they used social media to find an attorney.

But don’t feel like your social media is another job. It’s OK to select a social platform that best fits your firm and leave the others alone. Spend the amount of time and effort that works for your schedule while also providing value to the firm and to potential clients. Social media gives you a chance to be a trusted advisor so that legal consumers will remember to come to you when a need arises.

Get some help

Finding the time to build out your online marketing presence is difficult. But with immigration legal issues expected to maintain plenty of airtime, it’s worth the effort to put your firm in the best position to succeed. While you’re busy helping clients, you might not have the time to devote to marketing your firm. That’s where FindLaw’s digital marketing professionals can help. No matter if you’re a firm just getting into modern marketing tactics or a burgeoning firm looking to tweak your strategy, FindLaw has the experience and legal marketing solutions to fit your firm’s needs.

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