The Choice: What to Make your Priority in Marketing your Law Firm
In our previous article “Generating Your Client Base,” we discussed the importance of marketing and generating clients. Now you may be wondering, “How do I go about marketing? How do I generate clients?” It sounds like a good plan, but executing that plan isn’t always so simple, mainly because there are so many options for doing so. To make things a little less complicated, here are two options for where you should start in marketing your law firm. Both are fantastic options that are guaranteed to work successfully, but you should only pick one to prioritize for now.
Option #1: Build your Website
Your first step and primary focus in marketing might be to build a website. And I don’t mean just get a URL and slap some information on a page. I mean build the absolute best website for your particular field that is currently to be found on the web. If you don’t know how to build websites, ask for help from professionals.
Research how to make effective websites. Learn and understand things like Search Engine Optimization, Search Engine Marketing, Adwords, Facebook Ads, CPC, Conversion Funnel. Explore products like Bluehost, Leadpages, WordPress, SEO Yoast, and Google Apps for Business just to name a few.
See what other people are doing with their websites. What works? What doesn’t work? And finally, be prepared to spend hours designing, building and perfecting your website outside of your normal work day. You can hire someone to do the work for you, but really you should be willing to roll up your proverbial sleeves and work on the website yourself.
The more you pour into it personally, the better it will be, because truthfully, who is more invested in the success of your firm than you?
Option #2: Networking
Another option for marketing your firm is networking. Start getting to know people. Plan lunches, meetings and even golf games with other lawyers, judges and various other businessmen and professionals. Build friendships. Establish trust. Make introductions between your various contacts and referrals.
Make referrals for them and send work their way. Be willing to scratch their back so they will be willing to do the same in turn for you. Ultimately, the more people you know and build positive, productive relationships with, the more people you have who can act as referrals for your firm. And as naturally follows, the more referrals you have, the more clients you will find will come knocking at your door.
So there are your options. Choose one and pour all your energies and focus into that choice. Stay the course, don’t get distracted, and refuse to give up until you have the best website or the largest network in your field. Build something that not only you can be proud of, but that will also bring you the success and growth you crave.
Jared Pierce hung his own shingle right out of law school and has spent every minute since then discovering the joys and difficulties of chasing success. Anyone who has ever met Jared will tell you h