Law Firm Advertising Secrets
By Attorney Allegra Abramson
In crowded legal markets, the most effective way to stand out to potential clients is through targeted advertising. However, for many lawyers aiming to expand their firms, it can be difficult to differentiate themselves from the crowd. One may easily be lured into the trap of flashy gimmicks, unrealistic claims, and vague promises. What’s worse, lawyers can get themselves into trouble by not closely heeding the professional ethics guidelines in place governing how attorneys may describe their services.
As a lawyer, it’s important to strike a balance between effective marketing and ethical advertising practices, while also promoting your brand and cultivating client relationships. Read on to discover our five top law firm advertising secrets, so you can get started right away building your brand.
1. Familiarize Yourself with the Fine Line Between Puffery and Persuasion
Clients are looking for expertise and trustworthiness, not empty promises. Lead with verifiable results, realistic and truthful client testimonials, and clear value propositions. Remember that, when describing your firm and the services you can provide, you should not use overwhelming superlatives like “the best” or “most successful.” Instead, use detail to describe your successes in clear terms.
2. Don’t Sleep on SEO
You most likely never learned this in law school. Still, legal marketing companies can reveal the law firm advertising secret that search engine optimization (SEO) is one of the most crucial tools you have on the digital battlefield. Effective SEO ensures your firm will be a popular hit on search engines, driving more client traffic to your website. Billboards and old–school print advertisements are likely not enough to build your reputation these days. Keep in mind that when clients seek a new attorney, their first step is usually to open a search engine to find a local lawyer. Local SEO can help you stand out!
3. Build Your Niche
We’ve mentioned it before, but establishing your niche is one of the most effective strategies to develop a healthy client base. Effective firms tailor their law firm advertising to the niche markets they excel in, whether that’s technology start–ups, tax law, or immigration assistance. Generalized advertising, while tempting, is less effective than targeting the niche where you truly excel.
4. Use Client-Focused Messaging
Don’t forget who you’re addressing on your website; you want your clients to understand what you have to offer them. Rather than just listing your years of experience and background, focus your law firm advertising on the client’s concerns and the reasons they are seeking assistance from a lawyer. For example, “Injured at work and struggling to pay bills?” is an effective way to reach potential workers’ compensation claimants. Engaging with clients by recognizing and meeting their needs is an excellent way to attract attention from potential clients.
5. Include Client Testimonials
Client testimonials are an excellent way of reaching clients. Ensure any testimonials included are truthful, and it’s also best practice to post a disclaimer explaining clearly to clients that results in one case don’t guarantee similar results in their case. Still, hearing from other real people who have had success with your firm is sure to resonate with website visitors considering hiring you. Check the Rules in your jurisdiction to make sure any testimonials you include are compliant with local regulations.
Law firm advertising secrets are relatively straightforward as long as you remember that your goal is to truthfully communicate clearly with prospective clients. Your website is the first opportunity you have to build trust with the community. The most powerful secret in your toolkit is knowing how to show up where your clients are, with a message that resonates with them.
