Marketing for a law firm in the USA can be difficult. The competition is tough, laws are stringent, and clients are selective about who they know or choose popular law firms. It is very difficult to compete with brands. Many attorney firms make mistakes that slow their growth. But you can avoid these pitfalls with the right strategies.
To avoid such pitfalls, invest in a professional website. Hire marketing companies like Vie Media, which specializes in attorney marketing in St Louis. Make sure to give them your business brief and also technical, domain-related inputs as and when required.
In this blog post, we have shared seven common mistakes law firms make while marketing to their audience.
1. Ignoring a Professional Website
Your website is the face of your business. If it looks outdated or unprofessional, potential clients might look elsewhere for a solution. It is important for websites to have both a professional front end and a back end. Slow-loading websites and cluttered web pages are big turn-offs for visitors. Missing essential information like your years of practice, achievements, and attorney profiles might raise questions about your professionalism from potential clients.
2. Not Optimizing for Local SEO
People in need of a reliable attorney often search online. If your firm does not show up in local searches, you’re losing business. Using local keywords, such as “Best Intellectual property attorney in St. Louis,” in the Google My Business profile can attract more clients.
Putting incorrect contact details on business directories can lead to losing potential clients. Positive client reviews can also significantly boost your local SEO.
3. Missing Trends in Social Media Marketing
Many attorney firms think that social media is more for fun, but it does not align with their professional work. That’s a mistake. Platforms like LinkedIn, Facebook, and Instagram are excellent for building trust and reaching new clients.
A law firm should prioritize posting regularly on social media. Avoid sharing only lengthy technical jargon that could confuse your audience. The firm should also monitor comments and questions from the community (followers). Post quick tips, legal updates, and success stories (with the Client’s consent).
4. Not Tracking Marketing Performance
Many law firms spend money on marketing but never check if it’s working right. This leads to a waste of resources and missed opportunities (quality leads).
Some mistakes to avoid:
- Running PPC ads without tracking conversions.
- Ignoring website analytics.
- Using outdated or ineffective strategies.
Approaches to adopt:
- Use tools like Google Analytics to measure website performance.
- Run an A/B test campaign to see which one brings you more leads.
Not Defining Your Target Audience
Trying to market your service to everyone is a mistake. Only some visitors/viewers are your ideal clients. Your marketing will be more effective with a clear strategy. Broad generic messaging would not appeal to a specific audience, and not defining your target audience would mean not reaching your ideal client.
Know your target audience. Are you focusing on couples seeking divorce attorneys or small businesses seeking legal advice? Streamline your marketing objectives to help you reach your ideal client.
6. Ignoring Online Reviews
Reviews play a big role in attracting potential clients. Many people read reviews before hiring a lawyer. A few bad reviews can harm your firm’s reputation. Law firms should not ignore negative reviews or respond defensively. Also, using fake positive reviews should be avoided; this can damage your firm’s credibility. In some cases, it even leads to legal trouble.
Politely requesting reviews from happy clients is a good practice. Being prompt with your responses shows that you value feedback and want to improve.
7. Underestimating Content Marketing
Content marketing is a powerful tool for law firms, but many don’t realize it. Some produce little content, while others make it too complex for potential clients to understand. This mistake could lead to missed opportunities to acquire new clients and grow the firm’s reputation.
Mistakes to avoid:
- Writing long jargon-filled blog posts.
- Failing to address common client questions.
- We are not using video/motion or other engaging formats.
Approaches to adopt:
- Create simple, helpful content.
- Create blogs, FAQs, and guides that answer your audience’s questions.
- Use videos to explain complex legal processes in simple language.
Marketing for a law firm is not easy, but avoiding these mistakes can give you an edge. Don’t let common marketing mistakes hold you back from acquiring new clients. Adopt best marketing practices to reach your target audience. Market directly to their needs, and you will attract more clients.