There are many myths out there about what law firm marketing is and how it actually works. This article is aimed at lawyers who want to receive new and, above all, high-quality mandate inquiries with the help of targeted law firm marketing.
In the section “Law firm marketing” I would like to begin with an overview of the most important questions and answers from our point of view. I know from conversations with lawyers that some of them have already spent a lot of money on advertising on Google without having achieved any noteworthy success.
1. How can you reliably win clients over the Internet?
The best and safest way to find a new client is therefore through one or more listings on the first page of Google. The important question is: “What does a potential client enter into Google?” He may be looking for a lawyer in his city.
2. Offline or Online: How do most people find their lawyer?
Experience has shown that most clients find their lawyer through a recommendation. The question is always the same: “Tell me, don’t you happen to know a good lawyer?”
The idea of recommendations can easily be transferred to the Internet. There, clients can leave reviews for the experience with their lawyer. A positive evaluation is nothing more than a recommendation.
Just as one tends to buy the product with the most positive reviews on Amazon, clients also choose their lawyer on the Internet.
3. What do most lawyers do to attract new clients?
The advertising measures, which are classified and implemented as particularly effective by many lawyers, often turn out to be ineffective in reality. An example: the yellow pages as well as Christmas or birthday cards are seen by lawyers themselves as highly effective advertising methods. In contrast, specialist seminars are classified by many lawyers as being significantly less effective.
4. What chances does the internet offer for client acquisition?
Many potential clients search for a suitable lawyer directly in Google. This is particularly true of the younger generation who grew up with the Internet.
Typical search queries include a specialization, for example a “lawyer for family law” or a “lawyer for inheritance law” is searched directly.
We know that these word combinations are searched for very often. In a larger cities people are currently looking directly for a ‘lawyer for criminal law’.
70% of those 1,000 searches get the first 4-7 results on the first page of Google. In 10th place, page 1 of Google, only about 2% of all searchers click.
So there is an exponential downward trend: the further down you are listed with your law firm homepage in Google, the fewer website visitors you get.
5. Why should a lawyer invest in online marketing?
If you don’t want to rely solely on recommendations and are looking for a reliable source for new inquiries, professional online law firm marketing makes sense. Active law firm marketing is also advisable for lawyers who want to grow their law firm.
Some of our clients run their law firm on an entrepreneurial basis. This means that there is at least one permanent employee. In some cases, students are also used to support our lawyer clients in their day-to-day business.
The internet is developing in great strides. Compared to other industries, lawyers invest significantly less in online marketing. This means that the competition is not (yet) too high here. However, it will not always stay that way.
My recommendation for lawyers is therefore to set the right course now, if possible. The alternative means leaving the field to others and not benefiting from the Internet yourself.