Marketing your law firm, or any kind of business you are running for that matter, is difficult during an economic downturn. However, there are certain methods you can use to keep your business afloat despite a recession. In terms of difficulty, they are moderately feasible to implement. Below are a few tips you can follow to get your law firm to weather through the economic turmoil and maybe even accelerate your company’s growth.
What you need:
- Your law firm
- A creative mind
- Competent communication skills
- Desktop or laptop computer with internet access
Improve your Law Firm’s Website
Keep the company website updated by adding new content, starting a link building campaign, creating optimized landing pages, and perhaps even redesigning to make it more attractive. The main drawback to this method is that you may not get results immediately, and it will take some time before results are produced. In the long run, a regular update of your company’s website can prove beneficial.
Set Up a Web Log (“Blog”)
Web logs, or more popularly known as “blogs” are a good way to reach out to an audience. These also drive traffic to your main website. Aside from being an outlet for your opinions and news items, you can also get relevant discussions from readers regarding the topics you write about. You can establish yourself as an authority in your field with a blog. Be sure to update frequently, and be be credible and professional in your posts.
Optimize for Search Engines
Hire an SEO consultant, and have him optimize your website by modifying the internal structure, and getting a lot of relevant inbound links. This will help you get on the top results for relevant keyword searches on search engines like Google and Yahoo! Try to include the locality of your law firm. For instance, if you specialize in accident cases, and you are located in Chicago, you can optimize for the keyword “chicago accident lawyer.” This will improve your chances of getting new clients from online searches.
Reach Out to Clients
Be more than just client-oriented in your policies. You have to also apply other methods other than the regular means to attract clients. Because of the economic situation, people are more cautious about spending their money. Try to appeal to people by helping with pro-bono cases, which can help build up goodwill and trust. Offer discounts, special offers, or any kind of benefits. Also, you may want to use this same approach with your regular clientele to keep them coming back to you. This proves more effective than using your funds to seek out new clients, which may prove to be more of a risk especially with the economic situation.
Focus on a More Effective Advertising Method
Clients usually mention how they are informed about your law firm when they fill out that question in the forms they sign when they avail your services. Use this handy piece of information to your advantage by finding out which advertising method is most effective and focus on using that method to promote your company. You can use targeted advertising methods like Google AdWords, which are pay-per-click. This means you don’t pay for links unless a user actually clicks and gets redirected to your website or landing page.
Highlight that Your Company Focuses More on Value
In this situation of a weak economy, it is better to highlight the value of your services rather than the price. People are looking more quality services at lower costs, so be sure to provide that value.
Surviving in a recession is hard for a company, so any business needs to have a focused marketing strategy in order to weather the economic situation.