What’s the Purpose of Your Law Firm Marketing?

What’s the purpose of your law firm’s marketing?

It might seem to be a silly question, but the answer you provide will ultimately translate to not only what key objectives you’re wanting, but also how you’re going to both manage and measure those objectives.

For example, most law firms will list the key objective of their firm’s website as primarily to generate new clients, and that’s it. So, they’ll embark on an online marketing campaign, launch their new website with the solitary goal of getting new clients and then, three months later wonder why the strategy hasn’t delivered.

The far better approach is to consider your firm’s marketing strategy, including the website with a broader view of:

  • engaging with current and past clients;
  • attracting new potential clients;
  • lead managing new potential clients;
  •  converting potential clients into clients.

In relation to engaging with current and past clients, great law firm marketing content always emanates from the experiences of your current and past clients. Writing content that you know would be of interest to them is a great spring board in preparing content for potential new clients as well. For example, if you’re a family law practitioner, you know that for particularly women, following separation, often the first thing in their mind, is how does all this impact upon the children. To this end, preparing content that answers this concern, is a great way to tap into a content strategy that will always be relevant to your web visitors who are experiencing a relationship breakdown when there are kids concerned. Notwithstanding this, this content may also be useful to other existing clients if you’re a diverse practice law firm and you’re actively executing email and social media marketing to segmented lists of existing and past clients.

Attracting new potential clients to your website and introducing them to your firm is an obvious key objective, but in of itself will always let you down if your firm hasn’t adopted some lead magnets and management processes of turning these visitors into clients. What I mean is if there is nothing on your firm’s website that engages a web visitor and then encourages them to download or sign up for something, then your perennial issue rattling forever in your brain will be why your firm’s website draws great traffic, but minimal client conversions. Having lead magnets spread throughout your firm’s website will provide strong opportunities of taking your web visitor to the next level of becoming a potential client. One of the easiest, yet powerful lead magnets, are downloadable guides. For example, take the woman who has recently separated, writing content for her particularly with respect to the children is great, but even better, is a downloadable guide that you encourage her to download for further information. We recently deployed this strategy for a small, regional practice while re-building their website and this tactic alone has led to an exponential increase of quality leads and grown the business.

Surprisingly, you would think that once a firm has put in the effort of writing guides and having us design and execute them strategically throughout their website, that they would effectively manage these leads through a lead management framework. From our experience, it rarely happens. In other words, once a person has downloaded a guide, a podcast or a webinar, their details are readily available to the firm, yet they fail to follow up.

The follow up can happen using a variety of methods:

1. Email from the relevant partner asking the potential client if the guide was useful and whether they had any questions he or she could answer.
2. Email Drip Campaign, of which a succession of emails that follow are automated through a third party email platform like Drip.
3. A phone call from the relevant partner, asking them if they found the guide useful and if there were any questions for him or her.

The follow up method that your firm adopts you obviously need to feel comfortable with. The method of course will largely be informed by the practice area. You may consider it a little too intrusive to call a potential family law client for example.

How your firm converts ultimately potential clients into clients from your lead management platform is again up to you, but grading your leads based upon your initial feedback you garner from the above methods is a great first step.

For example, the potential Wills & Estates client you contacted was receptive to your call, but isn’t at this stage ready to make a decision. In this circumstance, you may mark this lead as “warm” and place her on your Wills & Estates email list similarly titled, “warm” and activate a drip email campaign over a period of time that keeps her engaged. What you contain is this drip campaign is very important and we’ll deal it with it in a future article.

Being very clear and focused on the objectives of your firm’s website in the context of lead generation and management can be a transformative experience. What you should do now is review your firm’s website and identify all the opportunities you’re offering a web visitor to go to the next level of becoming a potential client for your law firm. I suspect if you’re like most law firms there won’t be too many, hence the great opportunity you have now!


Download the Essential Law Firm Web Design Guide

24 January 2019 in Adwords, Law Firm Marketing, SEO

5 Things Your Law Firm Marketing Strategy Should Have

We've been marketing law firms for over 10 years with great results and what's crucial of course, is ensuring you're always ahead of your competitors. Integral to this is what…
Read More
28 September 2018 in Law Firm Marketing, Marketing Hub

Why You Need to Run Client Sense in Your Law Firm Now

In this video, I give a rundown on a very potent software platform that I think law firms with over 15 lawyers, regardless of where they are in the World,…
Read More
20 September 2018 in Law Firm Marketing

The Importance of Establishing Your Law Firm Brand

In this special edition of the Future-Proof Your Law Firm Podcast, we track back into the archives of the “Law Firm Marketing Podcast” to revisit a conversation with Gary Bertwistle,…
Read More
21 August 2018 in Law Firm Marketing

What Does the New Google Marketing Platform Mean for Your Law Firm?

If your law firm is watching its analytics, as it should be, you may have noticed that there are major changes coming to your Google Analytics Dashboard. Let us explain,…
Read More
17 May 2018 in Law Firm Marketing, Marketing Hub

The Sleeping Giant that May Be Lurking in Your Law Firm’s Marketing

Marketing by nature tends to be always forward thinking. However, if you're a law firm that has historically been a dogged blogger, then taking a deep-dive into your firm’s website…
Read More
10 April 2018 in Law Firm Marketing, Web Design

The Biggest Mistake Law Firms Make in Thinking about Designing Their New Website

The redesign of your law firm's primary marketing touchpoint (the website) should be a big job. If you're engaging with a design agency and they say it's not, run! In…
Read More
Keep your firm on the front-foot, without having to deal with a multitude of service providers.
Law Firm marketing business logo