What is the difference between an attorney who is financially successful and an attorney who struggles? It isn’t always their track record or knowledge of the law that determines how well they do. Quite often, it’s their ability to market their services to potential clients.
With that said, you have to know how to market a law firm, as it isn’t the same as trying to market for other types of businesses. Here are some of our favorite tips on how to market a law firm that actually works.
How to Market a Law Firm
Choose a specific type of law to specialize in
Instead of practicing all types of law, you want to set yourself apart from the rest by choosing only one type of law to focus on. For example, you could focus on tax-related issues or even criminal law if you want some excitement.
Choose a more specific niche
You’ve chosen a specialty, but now you have to go one step further and choose a niche within that branch. For example, maybe you’re a business lawyer. Do you want to focus on help ma and pa shops from being taken over by big corporations, or are you more profit driven and want to be on the other side of that table?
Build a list of referrers and clients over time
You don’t want to make the common mistake of trying to take on too much all at once. You don’t want to exhaust your entire list of possible clients right away. Instead, gradually contact people on your client list by calling one or two a week.
Create an informative website
For new practices, you can’t go wrong with creating a website with a wealth of information that potential clients could find beneficial. Not only should your site offer information, but you can also list useful resources like free eBooks or a list of links to general information within your law branch.
Give away free resources to people in your community
When you’ve created a few free resources for those who visit your site, make connections with folks within your community who can promote your business and give your resources away to them as a way of saying thank you. When you provide free information and resources to people in your area, it can certainly help to build connections and trust.
Network with local businesses by volunteering your time
Sometimes you can offer to help other business owners in your community—you never know who these business owners could send your way. When you take time out of your busy schedule to help others, they are going to take notice of that and be much more willing to send other people in your direction. When you network in your community, just ask for business cards and be sure to have some handy should they ask you for your card.