For those who had the expectation of opening your own firm after law school, you likely sat through legal advertising classes questioning how you would ever get your name out there. For many lawyers, the fear of violating Bar rules in terms of advertising limits them to networking and personal referrals as their primary form of legal marketing. However, marketing for attorneys doesn’t have to be so restricted. In fact, many lawyers have found creative ways to follow Bar rules while still creating successful marketing campaigns. Today, we examine the landscape of the day to see how it might affect the legal marketing future.
The Landscape of Legal Marketing
If you’ve tried legal marketing on your own in Massachusetts, you are no doubt familiar with Rule 7.2 in the Rules of Professional Conduct. No matter what state you practice law in, there are similar rules around the country that restrict what a lawyer can and cannot do. Fortunately, the law firm marketing future has been made much brighter thanks to online tools. Not least among these, your own website can quickly become a powerful tool if you know how to leverage it.
Many lawyers have turned to their website as their primary tool for advertising, using web design, search engine optimization (SEO), and pay per click (PPC) advertising to stand out from the competition -and this is just scratching the surface of ways to get new clients.
The Law Firm Marketing Future
Among different marketing efforts, PPC has become one of the most popular approaches over the last decade. While it can still be used today to reach clients, directly exchanging money for clicks, the cost of PPC advertising can be exorbitant. In fact, depending on the keyword you are paying for and the market you are in, a single click can cost a lawyer hundreds of dollars. Instead, the law firm marketing future will look towards more “organic” marketing strategies as a way to provide a much more cost-effective option for most attorneys.
Marketing for Attorneys
Making specific claims or promising a specific outcome is a big red flag when it comes to marketing for attorneys. While there are creative ways lawyers have used in the past to get around this, the legal marketing future looks for a return to roots while leveraging the latest technology. Specifically, having a data-backed social media plan and leading people to a well-designed website is the cornerstone of a sound strategy.
Combining a well-built website with a solid content marketing strategy, lawyers of the future will be able to make a more personal connection with their clients while standing out from the competition. In this way, it is still a relationship business, meeting people online and using your expertise to win them over. However, the tools and technology make it so you can attract your ideal clients without being actively involved.
Your Legal Marketing Future
When you’re looking for a bright future for your law firm marketing, having an experienced legal marketing consultant on your side can make a world of difference. Marketing for attorneys may have some extra rules to navigate, but if you know what to look for, the legal marketing future is bright. Is your website design generating leads? If not, we can take your legal practice to the next level and ensure the future of your marketing is bright. Call us today at (339)337-2655 for a free consultation.