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How Your Online Presence Impacts Your Law Firm’s Brand


Having an online presence is now a must for anyone who wants to generate more business, and that's not just true for e-commerce. Everyone needs to be online—including attorneys.

While you may not sell products or perform transactions over the Internet, it’s still crucial that your law firm has a powerful online presence, as this reflects on your firm’s “brand” and impacts how potential clients will view the quality of your attorneys and legal services.

With access to so much information right at their fingertips, your potential clients are doing more research on their own than ever before.

Consider what people used to do when they needed legal help. They would pull out their phone book to find an attorney who looked like they could help based on their listing or ad.

Today, this rarely happens. Instead of reaching for the phone book to find a firm, potential clients jump online and turn to search engines such as Google or Bing to find legal help. At first, they will likely seek general information related to their legal matter, such as what the steps are for getting a divorce or fighting a DUI. Then, as they progress in the research phase, they’ll probably start refining their searches to attorneys in their local areas. They’ll also start reading through different law firm websites and checking out online reviews to help them figure out which lawyer to call.

By the time a client reaches out to a firm, they’re already deep into the decision making process. They likely know some of their legal options, what types of legal services they’re looking for, and even who they would like to help them.

Here’s what this means from a law firm marketing perspective:

You need to establish a strong online presence and brand so you can capture the attention of potential legal clients while they’re doing research on the Internet.

The better impression you make online, the more likely you’ll be able to get those prospective clients calling your firm. Let’s take a look at some of the lawyer marketing tactics you can use to build your law firm’s web presence.

Strategies for Establishing Your Firm’s Online Brand

Modern Law Firm Website:

  • Creating a modern, professional-looking website is the first step to establishing a strong online presence for your firm. People today expect every law firm to have a website, and they will base much of their opinion of your practice based on what they find there. If your site looks outdated, doesn’t include helpful information, or is difficult to use, this could deter them from contacting your firm—which means you’re missing out on potential cases. Work with professionals to ensure your site is up to the latest in design standards (it should also be mobile-friendly!) and an accurate representation of your firm’s brand.

Strategic Blogging:

  • Blogging is one of the best ways to boost your website’s organic (or unpaid) ranking and visibility in search engines. With each blog you post, you’re creating a new opportunity for a potential client to find your website—especially when your content is properly optimized for search engines. Be sure to blog consistently, and more importantly, write about topics your readers will actually find interesting and useful. For example, you can use your blog to answer common questions related to your field of law, or share legal updates that may impact your readers’ lives. The more relevant and useful your content is, the more Google will identify your law firm website as a high-quality match for online users. It also helps you showcase your firm’s expertise.

Social Proof That Builds Trust:

  • “Social proof” refers to validation established by others within a community. In order for a law firm to establish social proof, they must have a healthy mix of positive testimonials, reviews, ratings, awards, and other accolades from past clients or respected members of the community. Testimonials are the easiest way to establish social proof. After working with a client on a case, ask them to provide some feedback you can feature on your website. You can also let them know which sites they can use to review your firm, such as Yelp or Avvo. If you have received any professional accolades that set your firm apart, such as a high Avvo rating or recognition as one of the Top 100 Trial Lawyers, be sure to display these achievements on your website.

Visibility on Social Media:

  • With people spending more time on social media sites such as Facebook, Twitter, and LinkedIn, it’s crucial to have a presence on these platforms. You can boost visibility for your firm by posting content your social media followers will find interesting, and also by running targeted ad campaigns that will reach your most ideal audiences. And don’t forget that social media is all about engagement! Answer questions people post on your page, respond to comments, and create dialogue in social media groups and forums. Social media users will see that your firm is ready to connect, and they’ll be more likely to remember you when they have a legal need.

Creating a strategy that gets your firm the right level of exposure online doesn’t have to be difficult. Scorpion’s law firm marketing experts can handle it all for you, from strategy to execution to tracking your performance.

Contact us to discuss how we can help you firm attract new clients from the Internet!