The key objective to your bilingual digital marketing strategy should always be to bring in new clients that you can then convert into recurring business opportunities for your firm.
But what if that’s not happening? What if you seem to have stumbled into a cloud of new client repellent?
Chances are, it’s not them, it’s you.
It might be time to take a step back and take a good, hard look at your existing strategy and swallow the humbling pill that maybe you’re scaring prospective clients away.
Have no fear! In this article, we’ll shed some light on some common mistakes law firms make that could be causing you to miss out on some serious opportunities.
Your Practice is Too Broad
As they say: jack of all trades, master of none.
You can’t set yourself up as an expert in any practice area if you generalize your value proposition. Try narrowing the scope of your focus to a single practice area or group of related practice areas, such as “Personal Injury – Automotive Accidents” and “Personal Injury – Slip and Fall Incidents.” This way, you can become a trusted voice in one specific niche and attract the right clients for your firm instead of casting a wide net with holes in it.
Put yourself in the shoes of your potential clients: you’re looking for someone who specializes in the exact area of expertise you’re looking for – not someone who seems to dabble in a little bit of everything. If you position yourself as the end-all name in their specific practice area, potential clients will be more inclined to drop top dollar on your services because they will have more confidence in you.
Think quality over quantity in regards to the needs you can fulfill for your clients and you’ll be up to your eyeballs in leads that actually convert.
Your Overall Marketing Message Isn’t Refined
Once you define your niche, take care to adjust your messaging to them. If you’re targeting construction workers seeking workers comp, use language that resonates with them such as “Temporary Disability” and Repetitive Motion Injuries.” Or maybe you decided to specialize in Family Law; emphasize messaging that speaks to people seeking a divorce or in the middle of a custody battle.
The more specific you make your messaging, the more you’ll attract qualified leads. You’ll waste less time sifting through dead opportunities and more time on the phone with people who will actually close the deal with you. Even from an SEO perspective, tailoring your message to a specific group will help you rank higher in Google and attract more traffic to your site.
Your Website Sucks
Some websites just make you say “yuck,” make your computer angry, and give the back button on your browser a good cardio exercise.
Maybe this visceral reaction was triggered by a jumble of market-y buzzwords with no clear call to action. Or perhaps the page took three minutes to load because it was stuffed with blown-out images and videos. Or maybe overly aggressive pop-ups and ads made you distrust it. Regardless of the reason, you were immediately turned off and didn’t want to bother trying to navigate through the ruckus trying to find the information you were looking for.
If your website makes your potential clients have the same reaction, you’re going to lose them before they even get to read your “Practice Areas” sub-page. Make the most out of the thirty seconds of attention your website visitors will give you by optimizing page load times, sprinkling in concise CTAs, and cutting out the marketing jargon to deliver the information they’re looking for right at the top fold. Don’t make their search for the right firm for their unique legal needs harder than it has to be!
Don’t Chase Clients – Attract Them
Gain momentum and credibility for your firm by fine-tuning your marketing strategy to set yourself apart from the rest. Since your website is the foundation for lead generation, start by making sure it’s not a dud by optimizing it as much as possible.
Aside from the basics, you also need to carve out a specific niche you want to be known for and position yourself as a leader in that distinct vertical. Customize your messaging to reel in the right clients for that niche and deliver your value to them in succinct terms that resonate with them. This is how you garner authority in your area of practice.
Once you apply these three easy techniques to your overall legal digital marketing strategy, you’ll begin to attract clients that understand and appreciate your worth. Sooner or later, these tips will help you build a sustainable, profitable practice and attract work that will always come back.