When you’re looking to improve your law firms online performance, you certainly have a lot of tools at your disposal. There is an ever-growing list of platforms one can use, but of course not all the digital arsenal is useful in the battle to build a strong online presence for a law firm. One needs to know which tools are best and how best to use them.
Below are some of the best ways that law firms can use digital tools to build and cultivate their online presence:
1. An Informative, Professional Website
The website acts as a hub of information about your firm, its team, its philosophy and values, and more. It should also make it abundantly clear to people how to contact and/or make inquiries with your firm.
Much of the information about your services can be static, of course, but making use of modern media like embedded video can be a terrific way to make website content more dynamic, while at the same time introducing the public to your firm’s senior and junior staff. They can take part in the videos, introducing different aspects of your work, explaining the philosophy behind your firm, and so on. It’s more engaging and interesting to people when it’s presented this way.
2. An Interesting and Authoritative Blog
Your website can also easily host a law-related blog in which your team can create useful and digestible content that does a number of key things. The first thing it does is offer a taster to potential clients as to what your firm can do for them.
For example, you might write a blog piece that explains the importance of preparing a last will and testament when you’re still fairly young. Readers can be convinced of the importance, respect your authority on this matter, and then contact you about making a will. It’s a great cycle of business.
The second thing your blog can do is help your senior staff to establish themselves as community thought leaders. They can pen interesting pieces that include advice, tips, and insights into the legal field. People will find these both interesting and useful. It will raise their opinion of your firm, and help them see you as a go-to legal authority when trouble arises.
Email marketing can be a great way to stay in touch with your client base. You can use it to send out monthly or quarterly newsletters that explain recent successes in your firm, but also introduce new team members, remind clients about important consultations that they might want to make — making a will, protecting intellectual property, solving land disputes, and more — and also direct people to your other digital real estate like the website, blog, and more. It could also inform them of your involvement in community and charitable activities.
4. LinkedIn, Facebook, Twitter, Instagram
Such social media channels as these are not beneath the dignity of any law firm, no matter what the ageing senior partner says! If your website and blog act as your more static content, then your social media acts as the more dynamic engine through which your good deeds, advantages as a law firm, and even your recruitment efforts are projected. There are many more good reasons to make social media a part of your law firm’s online presence.
5. Free Digital Publications
Finally, one more area of digital dominion you can dominate as a law firm is in the creation of free digital publications that people can download directly from your website. Your firm’s lawyers could take turns penning free papers that offer just enough advice to prove their knowledge and competence, but not quite enough to do everything without your help. Many digital marketers use free e-books and similar publications to promote other business activities.
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