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Clarifying your Brand

Think of your Brand not as “John Smith & Co. Solicitors” but as what people say about your firm when you are not in the room. What sets you apart from the otherwise identical firm across the street?  

Can you distil (the positives!) into a strapline? “John Smith: Your legal friend”, ”Smith Solicitors: We mean Business” or “Smiths: legal solutions for your business”.

Once you have clarified your Brand, be consistent in its application. Your signage, your stationery, your website and your social channels: consistency is key.

Building your core content

Take a look at your website through the eyes of your potential client. 

A particular bugbear for me, beyond the ancient “Under Construction” page, is describing yourself on the one hand as having been at this “since 2000” and, on the other boasting, about your “16 years of experience”. If you are going to make time-bound statements, be sure to keep them under review and up to date.  

On your Services pages, try to avoid sounding like a lawyer. Your potential client isn’t one. Talk to that potential client in a language they will understand and consider how you can help them to get to where they want to be. People don’t want to hear about problems – talk to them about solutions. 

Your potential client could well be checking out your website from their mobile. Make sure that your website is optimised for this, otherwise “your potential client” could become someone else’s!

Timetabling your Blog Content

Set a timetable… and stick to it. One unique article per week should do it.

  • Search engines like unique content.
  • Search engines like frequent content.
  • Search engines are used by your potential clients to find your law firm

At the end of the month, bundle up your new content and send it the contacts on your email list too. Again, consistency is key.

Be Social

Don’t waste too much time on social media. It can become a distraction. Don’t ignore it either. Use your social media channels as another way to signpost prospects to your website by promoting your unique content.

LinkedIn

Create. Comment. Like. Share. Here are a few ideas to help you to get on the right track:  A lawyer’s guide to LinkedIn

Twitter

If your firm is on Twitter, or thinking about it, these 11 top Twitter tips to help you build your law firm brand should help you to funnel leads to your website.

Facebook

I was an early adopter of Facebook for law firms. I don’t think I ever really considered why. I suppose I always took the view that if potential clients were on a platform, then we should be there too.

I noticed engagement on the platform waning over time. I played with FB ads for a bit and saw the engagement return to previous levels. Yay me.

The question remained: was it worth it?  Check out Five ways Facebook can work for your law firm and you decide.

Instagram

Being a lawyer on Insta can be a bit like ‘Dad Dancing’. You might think you look cool, but everyone else is likely seeing something different. If you are determined to “throw some shapes” on the platform, check out these 7 tips for lawyers.

Email Marketing

A regular email campaign is a cost-effective way to keep in touch with your clients.  

If you don’t have a mailing list, then start one. Don’t put it off until you have every lead you have ever met on the list of your ideal prospects. There is nothing wrong with starting small and building from there: you have to start somewhere! 

I’ve tried a few different platforms over the years. My current favourite is Mailchimp.com which includes a double opt-in and easy opt-out for GDPR purposes.  

Social Proof

This can be a bit cringeworthy, but evidence shows that testimonials on your website do work. Get into the habit of asking clients for their feedback. With their consent, add a selection to your website. If you are brave, think about outsourcing to a review site like Trustpilot. When your potential client can see genuine, positive and independent feedback they will be more likely to place their trust, and business, with your firm.

Consistency is key

I’ve said it before. I’ll say it again. Consistency. Is. Key.

Stick with it: your clients, and potential clients, will thank you for it.

To find out how delivering unique, engaging content to your law firm clients can help to transform your bottom line, get in touch.

By Paul Sullivan FRSA

Creating unique, engaging content for your law firm clients