Can Digital Really Help with Legal Referrals?
For many people, the law can feel abstract until they’re confronted with a situation in which they need legal counsel or advice. Maybe some will ask friends and family for recommendations on legal referrals, or already have a lawyer to turn to. But most turn to the internet to do research for themselves.
That’s where you come in.
In the internet age, people are becoming more and more informed. Potential clients for law firms want to make sure they aren’t being swindled or taken in by a scam, which is why they spend time researching every option available to them. Because people are increasingly taking their questions online, a strong digital presence can drastically transform a law firm’s success.
A 2019 study showed that “clients value more than just legal acumen. They want a lawyer who communicates effectively, understands how clients want to be treated, and behaves ethically and professionally.” If you can convey those good characteristics online as well as in person, you’re well on your way to success.
How To Stand Out From The Crowd
When wondering what potential clients might be looking for when scrolling through pages of search results, it’s helpful to think about it from an “I” standpoint. Think about a time you’ve researched options online. What struck you?
Even if your law firm is incredibly credentialed and has a good reputation, if the website looks outdated or sloppy, people might click away. Many people only take a few minutes when choosing between options, often relying on gut instincts to decide against one firm and reach out to another.
On the internet, looks count for a lot, so ask yourself: is my website design up to scratch? Is all the essential information clients look for easily available on the home page?
Digital Marketing as a Tool for Netting Legal Referrals
Beyond website layout, a pivotal tool at your disposal is Search Engine Optimization, or SEO. Using SEO work allows you to track which search terms generate the most clicks to your content, and consequently helps you track your most popular lanes of discovery and tailor your business to emulate that success.
An established digital presence is an essential piece of groundwork for successful law firms. Luckily, there are lots of options when it comes to showcasing your business that can be easily tailored to any type of practice, big or small. Paid digital marketing advertisements, optimizing your Google My Business profile—don’t be afraid to get creative.
Ultimately, it will serve your business better to try things out and adapt as you go instead of pretending a digital presence doesn’t matter. Be willing to be flexible and continually adapt your methods to serve your business as it grows.
Keep Them Coming Back
One of the most helpful resources when thinking about referrals may seem obvious: your current clients. While it might seem like their business is already enough, they can offer important clues as to what you’re already doing right, and what you can improve on.
When doing intake, ask them how they came across your law firm. Ask more questions than you think you’ll need. If they found you through your web site, what was the Google search that caused it to pop up? Just a few follow-up inquiries can give you the specific details you need to drive growth.
A clean, modern-looking website with easy, highly-visible referral literature makes it easier for happy customers to share their good experiences with acquaintances. Make sure trusted clients know about your marketing materials, and know how to pass them along to others. Even if they aren’t especially savvy with all things digital, making your web presence accessible and direct makes it far easier to attract and retain business.
Legal Referrals Start With A Strong Digital Presence
You can be the most credentialed law firm in the world, and someone might decide against reaching out to you because your website doesn’t make sense to them. Appearances count for a lot these days, so make sure yours is up to snuff.
Constantly ask yourself if the website demonstrates your core values as a law practice. Do the ethics and professionalism that make you stand out shine through? Don’t count on potential clients doing extra leg work—make things as easy for them as possible by ensuring all relevant information is easy to find from your website home page or marketing tools.
Digital marketing is a great tool for increasing legal referrals when done right. Like it or not, business decisions are being made online more often than ever before. By keeping up with the times and checking in on contemporary trends, you can garner new business and inspire current clients to refer you to friends and colleagues. Contact 120/80 today to learn more!