You have a law firm full of qualified attorneys and legal experts waiting on clients, but you’re just not getting leads. Why? The legal industry requires careful research and a tailored marketing strategy to convert leads into clients. If your marketing efforts fall short or you’re not taking advantage of the top digital marketing strategies, you won’t attract the kinds of clients that you’re looking for. Learning why your marketing efforts as a law firm are falling short is the key first step to success.

Unclear or Inconsistent Marketing

As a law firm, you need to have a consistent brand identity and presence both in-person and online. If you use inconsistent tone and imagery across different locations or posts, clients will lack trust in your brand. You may be targeting too broad an audience; while appealing to all audiences may seem like the right way to go, you likely only specialize in a few types of law at most. Target that audience, not the broadest range of clients you can think of. A divorce lawyer won’t really benefit from criminal defense clients.

Incorrect Search Engine Optimization (SEO)

SEO is one of the most powerful tools businesses can use to direct specific types of clients to them. With the right strategy, you can easily get more qualified legal leads with SEO. SEO allows you to incorporate specific keywords into your website and digital content in order to rank higher on popular search engines. That way, when a client searches for a particular legal issue or lawyer specialty in your area, your website will be the first to appear for them. The higher your website appears on search engines, the more likely you’ll get clicks and converted leads. If your law firm lacks a solid SEO strategy, you won’t get the attention your business needs. Using keywords with low search volume or keywords that are too broad for your specific practice won’t get the audience you’re looking for.

Not Defining Client Profiles

Law firms must do more research into the clients that they’re looking to target with their marketing campaigns. “Personal injury client” is far too broad a category; your marketing resources will be spread too thin and won’t attract whom you need. You need to define further who is most likely to seek your services or who your law firm appeals to. Does your firm typically cater to elite corporate businesses? What about couples looking for a divorce? Do market research to determine who usually seeks out your services, including their occupation, age range, gender, and lifestyle. You can create more than one client profile to dedicate marketing efforts to. The better you know your audience, the more effective your marketing campaigns will be.

Poor Website Optimization

As a law firm, you need a website where prospective clients can do a deeper dive into your business and the services you offer. It should be clear, consistent with your brand, and easy to use. If visitors can’t gather the information they need, they won’t convert. Your website may be too vague or generic; if you only list your lawyers’ qualifications and where you’re located, no one can know where your specialties lie. If your website is outdated, visitors won’t know who is currently available at your law firm and what they offer. If the website is too slow, inaccessible, or difficult to read, your clients won’t know how to use or access your law firm for support. Test your website for speed, legibility, accessibility, and brand consistency. Work with a website designer with experience in branding to create a more optimized website.

Insufficient Follow-Up

Clients seeking legal services need consistent and quick communication. If your law firm doesn’t respond promptly, lacks a follow-up after an initial consult, or adapts a poor tone when communicating with clients, you’re less likely to generate leads that follow through. You want to make sure you’re available to your clients and engage with them politely and supportively. Follow up with clients regularly without pressure. Act with concern for your clients, and they’re more likely to prioritize you over competitors.

Weak Online Presence

While word-of-mouth referrals can work well for law firms, you’re more likely to get modern clients through your door when you establish yourself online. Most clients will want to research law firms online before choosing one. If you’re not available on places like Google, social media, or on a website, clients aren’t as likely to choose you. If your law firm doesn’t have a website, you need to create one. Ensure your business is accurate and updated on search engines and online listings, such as Google Maps or Yelp. Establishing your brand on social media is another way to gain trust in your audience.

Conclusion

To draw more clients to your law firm, you’ll need to refine your brand identity, online accessibility, and messaging to reflect a more targeted audience. You will need to take advantage of strategies such as website optimization, SEO, and marketing analytics. Establish your presence online and help the modern client learn about your law firm and what it has to offer. Make yourself an accessible and trustworthy presence among the competition. When you shift your goals and efforts, you can spend more time working with the right clients who need you most.