Positioning your firm to meet the challenge
In our last blog post, we discussed how individuals and businesses in the U.S. are likely to face certain types of legal matters in the coming months. Divorce and child custody cases, employment disputes related to unsafe working conditions, and real estate matters related to lease disputes are among the types of matters expected to surge. If you are an attorney at solo or small law firm who practices family law, employment law, or real estate law, it’s important to examine your current digital marketing strategy and, if necessary, make adjustments to ensure your messaging appeals to and resonates with legal consumers in need.
Changes to your website
While you are fully prepared to make a shift to help legal consumers who are facing issues spurred by the COVID-19 pandemic, your website and its key messaging and imagery may not reflect this fact.
Yes, you have one page devoted to divorce or mention that you handle wage-and-hour disputes on your main employment law page, but your current site doesn’t have a lot of information covering these types of issues. How can you bridge that disconnect? It’s important not to act hastily. You don’t need to completely rewrite your site. Instead work to evaluate what you have and come up with a digital marketing strategy that meets both your firm’s short and long-term business goals.
In some cases, it may make sense to add additional content and keywords to your home page or a couple more pages devoted to a specific topic. In other cases, it may make more sense to use your firm’s onsite blog to create an ongoing dialog about how your firm is responding to and helping legal consumers who are facing issues stemming from the pandemic. Often, a combination of adding targeted content to your site and blog is the best strategy.
Changes to your firm’s social media activities and focus
When it comes to social media, many solo and small law firms use their platforms to promote their services and offerings. Much like your website, up to this point the bulk of your firm’s social media posts may not directly address the types of issues and legal cases that are likely to surge. Now is the time to change that.
Be thoughtful and tactful in how you aim to appeal to legal consumers. A short message letting consumers know that your firm is committed to helping individuals who are facing X concern with a link to a recent blog post on your site discussing the matter in greater detail should suffice. The key is to post consistently and link back to relevant content on your site.
Changes to your PPC focus and spend
Running a pay-per-click campaign is one of the most effective ways to promote your firm’s legal offerings in a specific practice area. Each PPC campaign links to a landing page that is narrowly focused on a specific legal topic and includes compelling messaging and strong calls to action.
Most firms find it beneficial to partner with a digital marketing expert who can set up, run, and manage the campaign to ensure everything is optimized in terms of keyword targets and spend. A PPC expert will also closely track your campaign, make any necessary adjustments, and provide detailed analytics to ensure you’re getting the best ROI.
Changes to your legal directory listing(s)
In previous blog posts, we’ve discussed the benefits of legal directories like FindLaw.com and Superlawyers.com. From the standpoint of a consumer, legal directories provide a quick and easy way to find a reputable attorney who can help resolve their issue. In order to make your firm’s listing stand out, it’s critical to include keywords and messaging that are specific to the types of cases you want.
Take the time to review your current directory listings and make adjustments if needed. In addition to making sure that key practice areas and cases are listed, add a special message that directly appeals to people who are facing the types of matters you want to handle. When making updates, make sure your messaging aligns with your firm’s overall brand and goals.
Taking action to make the shift
In the coming months, legal consumers who are facing new challenges are going to need your knowledge, advice, and help. Take steps today to ensure that your firm is well-positioned to rise to the challenge.
Discover additional ways to get the most out of legal directories, blogs, and social media platforms by downloading our guide, Online Marketing Essentials for Small and Solo Law Firms in Uncertain Times.