Becoming a Trusted Legal Resource During COVID-19 & Attracting More Cases
With the help of Scorpion, Lance Fryrear boosted exposure for his Lynwood, Washington criminal defense firm and strengthened business for his practice during the pandemic.
Quick Stat
ZERO Reduction in Call Volume During COVID-19
The Challenge
Staying Visible During the Pandemic
When the COVID-19 outbreak hit the U.S., law firms all over the country were substantially impacted. Court closures put hearings and trials on hold, social distancing made in-person client meetings a challenge, and business inevitably slowed down.
In response, many attorneys completely shut down their marketing efforts — but not Lance Fryrear. He decided to use his marketing to keep his four-attorney firm, The Law Offices of Lance Fryrear, in front of prospective clients during this time. As the firm’s digital marketing partner, our team at Scorpion helped Lance deploy a winning online strategy that gave his practice a competitive advantage during a challenging season.
The Solution
Building Exposure & Engagement with Helpful Content
Lance knew that even though fewer people were hiring defense attorneys, they still had questions they needed answered, especially during the uncertain times of the pandemic. So, he took advantage of this opportunity to become a trusted resource for his current and potential clients.
Educational Blog Posts
Explaining COVID-19 & the Law
First, Lance asked himself what types of questions his clients were most likely asking related to the COVID-19 crisis. He knew there was a lot of confusion surrounding the pandemic, including possible legal repercussions for violating state orders, so he produced a series of blog posts to provide a little clarity. Two of the most popular posts Lance wrote were on the topics of the legal consequences of breaking quarantine or sheltering rules and changes to firearm rights during COVID-19, particularly pertaining to hunting and fishing.
Promotion on Social Media
Maximizing Reach & Sparking Conversation
To help Lance ensure his content was being seen by as many people as possible, our team at Scorpion created a few Facebook campaigns that shared his blog posts on the platform and used paid promotion to boost their visibility over the span of several weeks. This allowed Lance to make his content visible to more people right in his local community and keep that momentum going for a longer period of time.
Fine-Tuned Client Intake
Focusing on Converting Leads into New Clients
Because the courts were closed due to COVID-19, Lance had a lot more time on his hands. He made the smart decision to reinvest that time back into this practice, specifically by fine-tuning his firm’s client intake practices and allotting more time for one-on-one conversation with prospects. This made it easier for Lance and his team to sign new clients and keep their firm operating at the highest capacity possible at a time when business was slowing down.
“We asked ourselves, ‘How can we help our clients?’ Many people aren’t that up to date on the news, so we wanted to write some articles that could serve as a resource to them and their families. Not only did we see a great deal of traffic generated to our site, but we had clients thanking us for writing those articles. Some of our posts even led to new business!”
Lance Fryrear
Owner and Principal Attorney, The Law Offices of Lance Fryrear
Lance’s content and social media marketing efforts turned out to be a resounding success. Not only was he able to reach tens of thousands of people in his area, but he was even able to get them interacting with the posts and sharing the content with their own personal networks. One of the best-performing blog posts, which was about the legal repercussions of breaking quarantine rules, resulted in 68,641 people reached, 21,058 new visitors to the firm’s website, 653 comments, 302 reactions, and 219 shares.
Lance, it’s attorneys like you who are proactive and quick to adjust who will come out of this pandemic on strong footing. We’re so happy to be your partner on your journey of ongoing success!
Lance & Trista Fyrear with their Marketing Manager, Kelly Carpenter
