If your target clients are looking online for information about problems you can solve, then blogging can be a very effective way to get noticed.
Time is a big issue for busy lawyers so in this follow on from my last article we’ll look at a 7 step strategy to optimise your time and reduce procrastination.
#1 Set a goal
Of course your goal is to generate more leads to your business, but what is your definition of success? What outcome would equate to a decent ROI? Work out the number of leads per month you would want to see and allow yourself a timeframe to ramp up to this e.g. you want to be converting two blog readers a month into clients and will allow yourself 12 months to start achieving that goal.
#2 Decide who you’re writing for
Who’s your ideal client? If your practice area is quite specific like trade mark law then your ideal client might be startup founders and small business owners. You can use this information to gear your blog posts to the broader context of their situation. For example startup founders are usually busy people who wear many hats – they would probably prefer content that is succinct, easily scannable with dot points etc. Continue reading How lawyers can turn a blog into a lead generation machine (part 2)
Lots of things can get in the way of starting a blog. Here’s a few:
- I’m not a good enough writer
- Will I get new clients out of it?
- I don’t have time.
- What will I blog about?
Today we’ll look at the first two.
#1 I’m not a good enough writer
“I chose him because of his amazing writing skills” (said no client ever).
The truth is your prospects are interested in themselves, not you. They want to know that you’re a good lawyer who can help them fix their legal problems.
If they want to hire a lawyer when they read your blog, this is what they’re looking for:
- Do you understand my problems?
- Can I trust you?
Your writing skills don’t need to be perfect. In fact, the more authentic you are and the more you write like you talk, the better.
#2 Will I get new clients out of it?
Nearly 100,000 family law related searches are entered into google.com.au each month. That’s a lot of Aussies looking for family law information each month, even if they’re not all looking for a lawyer.
With Google you’re either on page 1 or you’re nowhere.
The other day I saw a Facebook post that struck me as kind of odd. It was a lawyer from Queensland saying that she’d had a ‘blog’ tab on her law firm website for a couple of years but had not started blogging due to fears of liability. Other lawyers in the same Facebook group then chimed in and agreed that it’s a big risk for lawyers to blog.
I think they’ve got the wrong end of the pineapple.
Blogging might be regarded as a novel concept by some, but at the end of the day it’s just publishing.
There a lots of reasons not to blog, but I don’t think liability should be one of them. Continue reading Why lawyers should feel the fear and blog anyway
Word of mouth is the most powerful marketing tactic alive.
But it’s often over-rated. And by that I mean many law firms don’t get around to doing anything else so they attribute all new business to ‘word of mouth’ even if the reality is: the firm is struggling to generate new work.
For many law firms it’s almost like a badge of honour to say, ‘We don’t spend money on advertising. We don’t do marketing. It’s all word of mouth’. Like it’s an effortless exercise stemming directly from the firm’s general awesomeness.
While it is of course possible to use word of mouth alone to get new business, it’s not for the faint hearted. It takes major time and energy to build and nurture the long term relationships you need for the ‘strategy’ to work as your only form of lead generation.
To pull it off you need to: Continue reading How to create a referral engine for your law firm
Do you know which pages of a law firm website are visited most?
The lawyer bio’s.
It’s a shame most of them contain mostly boring, self-indulgent waffle.
This is the kind of thing I’m talking about:
The only person who feels good about reading all that is the lawyer himself (and possibly his mum).
Boring the sh*t out of prospective clients is not a good career move. Continue reading How to nail your lawyer bio
It’s ok, I’m not going to bang on again about how bad most law firm websites are.
Today we’re going to dig in to my ‘formula’ for the perfect law firm website.
Formula you say? Isn’t that a bad idea? Well it’s a formula of sorts. Not a cut and paste job that you can hand over to your web guy, no.
It’s more of a template you can use to create a strategy for your website and then personalise it to your target audience, your firm and your people.
Is this what your marketing says about you?
If the idea of casting ordinary aside and coming up with a new strategy makes your head hurt then this is the blog post for you.
How does a 10 minute strategy sound?
#1 Stop Trying to be Everything to Everyone
This is (by definition) the quickest way to not stand out from your competition.
Sure, it might feel safer to offer the broadest range of services to the broadest range of people.
But think about it this way – if you needed a triple bypass who would you prefer – a general surgeon or a cardiac specialist?
In today’s connected economy, your prospects are armed with information and choices, which they can use to focus on those who understand their problems and are ideally placed to solve them. Continue reading How to craft a killer legal marketing strategy
Can I be blunt with you for a moment?
Over the past couple of years I think I must have seen more law firm websites and social media profiles than most people on the planet.
It’s been 12 years since I practised law, and I must say I expected to see some marked improvements in law firm websites compared to back then.
What I mainly saw was:
- No strategy
- No differentiation
- Websites that are self-serving, irrelevant and boring
- Killing people with boredom on social media
- No signs of a heartbeat, let alone trust, authority or reputation
There seems to be a major disconnect between what lawyers put on their websites and what clients are actually looking for. Continue reading Here’s how most lawyers stuff up online marketing