The 2010 Law Firm Marketing Strategy

The beginning of the year is a time when many law firms are planning their annual law firm marketing strategy. Getting new cases is, of course, what will determine this year’s success.

A common deliberation in firms of all sizes is whether to continue old marketing practices that are offering limited returns or to pursue newer marketing avenues like search engine optimization and online law firm marketing.

If it’s decided to utilize web design and search engine optimization, should a firm drop their Yellow Page ads or downsize with plans of fazing out?

In comparing online media with traditional media we will start with the website. The website holds a unique power in that it can be a stand-alone marketing strategy as well as a complimentary piece to your offline marketing. For example, a billboard with your website address on it could prove to convert a passersby to a new client, who would have otherwise ignored your phone number.

Another example of a website working as a complimentary piece of your offline marketing is with television, radio or print. Your firm could publish free information pieces then advertise those pieces on your radio, television or print advertisements to encourage viewers and listeners to visit your website.

An attorney website can do what a advertisement cannot and that is build confidence with the prospective client. It is on a website that your law firm can prove to the interested prospect that your firm is competent, experienced, and capable of handling their situation.

Where drive by and print media force you to consolidate your message into a few words, your website gives you the ability to expound upon your knowledge and give client testimonials, case examples, frequently updated blog entries, user instigated videos (always avoid auto-play), and other details to encourage a user to contact your firm.

Next week we will talk about what to expect with the second part of your marketing strategy, the search engine optimization.

To learn more about legal marketing, law firm marketing, and attorney websites visit SEOLawFirm.com or call 1.800.728.5306.