Attorney Marketing v. Consumer Needs: Are you Promoting Yourself the Way Consumers Want to Find You?
There was a time when successful legal advertising consisted of the largest possible ad in the Yellow Pages directory. Because technology continues to change the way consumers find, research and connect with attorneys, most law firms now have at least a basic website to promote their practice, and some have even branched into other areas of digital outreach to grab the attention of potential clients. This evolution forced law firms to reassess and recalibrate not only how they present themselves online, but also how they manage prospects’ expectations and client communication needs.
So, how are members of the profession using online advertising to market their firms and generate leads? More importantly, do the preferred advertising tactics match how clients find practitioners?
Most attorneys straddle the online and offline worlds
Martindale-Nolo’s State of Online Legal Marketing 2019 report dives into the best-performing advertising tools and tactics used by law firms. Even though a handful of the solo attorney and small law firm respondents (approximately 3% out of the 1,000 respondents) still use traditional methods, nearly 70% of the attorneys felt a strong online presence could help them to build their practice and attract high-quality clients. Only 40% felt that online advertising (lead generation, SEO/SEM, social media) was their most important form of advertising…but 47% of consumers interviewed use online review sites and directories to make a hiring decision.
Social media outranked SEM in preference, largely due to the cost and complexity of launching and monitoring an SEM campaign. Lead generation services (such as pay-per-lead and online directories) served as a strong marketing option, with over 20% of attorneys turning to third-party options to help promote and grow their practices.
Your referrals will see you digitally before you see them
Digital presence matters. Consumers turn to online searches when looking for an attorney…even if the attorney’s name was provided by a trusted friend or family member.
Nearly 45% of attorneys surveyed cited referrals as one of the best performing advertising methods, but only 36% of consumers hired the attorney to whom they were referred. Even if most of your business comes from referrals, 46% of those who have been referred still look at you online before they make contact.
Keep pace with consumer preferences
Consumer buying habits have changed dramatically over the past decade as the convenience of online shopping has conditioned most people to make purchases from the safety of their computer screen. Smart phones and other hand-held devices have moved online search to new levels. And while telephone communication is the preferred method of law firms – 88% use the phone when contacting clients – clients are more comfortable texting or using live chat to make a connection, communication tools used by only 26% of those surveyed.
Don’t forget the follow up
Speed and persistence are key to converting prospects, no matter the communication method. Lead quality is highest when potential clients are looking for you. When you fail to follow up quickly, it’s easy for your competition to close in on your prospects. In fact, you are more likely to turn a lead into a client if you contact them within the first five minutes. While 26% of attorneys surveyed stated they follow up within 15 minutes of initial contact, most wait an hour or longer to reach out to the prospect.
Potential clients have done their research and formed a strong opinion about the attorney with whom they would like to work. Staying accessible to these prospects shows them you are serious about earning – and keeping – their business.
This content is advertising.
