Let’s face it: at this point, we all know a strong online presence is essential for law firms to attract and engage clients. Potential clients often begin their search for legal services online (yes, really), making it crucial for law firms to present themselves effectively across various channels. Here are five specific and simple DIY ways lawyers can develop a robust online presence to enhance their client engagement and business growth at different phases of the client journey.
Before you jump off to the next article: If you think these strategies are just for solo practitioners, think again. Whether you’re handling complex M&A transactions or defending Fortune 500 companies, your clients – yes, even those sophisticated GCs and C-suite executives – want to make human connections and feel heard. They may be representing multinational corporations, but they’re still people seeking trusted advisors who understand their challenges. The size of the matter or the client’s business doesn’t diminish their desire for transparent communication and genuine engagement. In fact, larger organizations often place even greater value on firms that can maintain personal connections while delivering institutional skills.
1. Awareness: Make Your Digital First Impression Count
Picture this: a potential client, coffee in hand, types “best employment lawyer near me” into Google. Will they find you? More importantly, will they like what they see? Your digital first impression matters more than that power suit hanging in your office.
DIY Approach: Start by claiming and optimizing your Google Business Profile. Add professional photos, accurate business hours, and respond to reviews promptly. Create content that answers common client questions – think “What should I do if I’ve been wrongfully terminated?” rather than “Why we’re the best employment lawyers.” Remember, you’re speaking to humans, not law school professors.
With Marketing Support: A skilled marketing team can elevate this foundation through local SEO optimization, creating targeted ad campaigns, and developing a content calendar that aligns with trending legal topics and seasonal demands. They can also implement tracking mechanisms to measure which channels drive the most qualified leads.
2. Consideration: Build Trust Through Thought Leadership
When potential clients are weighing their options, they’re not just looking for any lawyer – they’re looking for their lawyer. This is where thought leadership becomes your secret weapon.
DIY Approach: Start a blog focusing on your practice areas. Share insights about recent cases (anonymized or with prior client permission, of course), legal developments, and practical advice. LinkedIn is your friend here – share your blog posts and engage with other legal professionals’ content. You might even consider starting a simple LinkedIn newsletter to share your experience and knowledge directly with followers. Keep in mind that consistency is key. You want people to come to expect to hear from you. That’s what keeping top of mind really looks like.
With Marketing Support: An in-house or outsourced legal marketing team can transform your thought leadership into a comprehensive content strategy. They can create professional videos, develop downloadable guides, and orchestrate guest posting opportunities on respected legal platforms. They can also help you develop a distinctive voice that sets you apart from the sea of corporate-speak dominating legal content.
3. Onboarding: Streamline the Digital Client Experience
The moment a potential client decides to reach out is crucial. Make it as frictionless as possible, or watch them bounce to your competitor’s website.
DIY Approach: Ensure your website has clear contact forms and prominent call-to-action buttons. Create a simple FAQ page addressing common initial questions. Consider using a straightforward scheduling tool to let clients book initial consultations without the back-and-forth email tennis.
With Marketing Support: A marketing team can implement sophisticated lead capture systems, create automated email nurture sequences, and develop client portals for document sharing and case updates. They can also A/B test different contact forms and landing pages to optimize conversion rates.
4. Retention: Leverage Digital Tools for Client Satisfaction
Happy clients are repeat clients (and referral machines). Use digital tools to make their experience exceptional.
DIY Approach: Regular email updates about case progress, a simple client feedback system, and perhaps a monthly email newsletter with relevant legal updates can go a long way. Consider creating a private LinkedIn group for clients to network and share experiences.
With Marketing Support: Marketing teams can implement comprehensive client relationship management (CRM) systems, create personalized content journeys based on subject matter and practice areas, and develop sophisticated feedback loops. They can also create and produce exclusive client-only webinars and digital resources – the gold standard for client value add.
5. Advocacy: Turn Satisfied Clients into Digital Ambassadors
Your best influencers are your happy clients. Make it easy for them to sing your praises online.
DIY Approach: Create a simple system for requesting reviews at the conclusion of successful engagements or throughout the relationship. Share client success stories (with permission) on your website and social media. Consider implementing a basic referral program.
With Marketing Support: Marketing professionals can create sophisticated testimonial campaigns, develop case studies that showcase your skills, and implement referral management systems. They can also create social media campaigns that leverage user-generated content and client stories.
The Digital Advantage Is Yours to Seize
Building a strong online presence isn’t about being everywhere – it’s about being intentional and effective in the spaces where your potential clients are looking for you. Whether you’re taking the DIY route or working with a marketing team, the key is consistency and authenticity.
Remember, your online presence is a marathon, not a sprint. Start with the basics, measure what works, and gradually expand your digital footprint. The most successful lawyers and law firms aren’t necessarily those with the biggest marketing budgets – they’re the ones who understand their clients’ digital journey and meet them at every step with valuable, accessible information and solutions.
Your experience deserves to be found. Make it easier for your ideal clients to discover and choose you by building a digital presence that reflects the excellence you deliver in person.
