Marketing A Law Firm

When it comes to marketing a law firm, you must understand that it is all about putting in place systems so that the marketing of your law firm takes place with or without you.

I understand fully as a former practising solicitor that when it comes down to it, you will always put the servicing of your client files well above the marketing of your firm.

You may have spells where you put a lot of time and effort into your marketing, especially when you have had a quiet spell of new instructions, but as soon as the work starts to flow in, you stop marketing, and a few months later you are back to another quiet spell.

The only way to break this curse of high volumes of instructions, followed by low volumes of instructions, you must vacate the marketing roller coaster.

The good news for you is that this is actually a very simple thing to do. Your hourly rate will be anything from one hundred pounds to several hundred firms, but I guarantee that I can find you suppliers who will take care of the marketing of your law firm far better than you ever can, and perhaps more importantly for a much lower hourly charge rate.

For example, if you decide to undertake Pay Per Click advertising (or Google Adwords), you can find someone to set up and manage the campaign for you for approximately £25-35 per hour. This is a specialist at this format of advertising. They will set the campaign up more efficiently than you ever can, and more importantly they will generate more visitors for you at a lower cost for each of those visitors. Just as you are a professional at the service which you provide, so too are they at the service they provide. So you ask them to set this up for you and manage the campaign, and suddenly you have an automated marketing process in place for your law firm.

What should you do next?

You hear that having a growing website is a good thing, both because it gives more people a chance of finding you, and also because Google likes to see a growing website, so you decide that this will be a good thing to do.

You think for a moment that you can write the new content, and decide that you will write one article a week. Two weeks pass by and still you haven’t written a content. You remember my ‘Marketing a law firm’ missive and decide that you need to engage a copywriter. You find one who has experience of writing for law firms and charges £30 for each article, which the copywriter will even publish to your website for you because you made the wise decision to install a WordPress blog which provides these facilities.

Suddenly an article is added every week to your website without fail, and you notice that both the volume of visitors and the number of new enquiries for your legal services is increasing too. This is a good thing. Guess what, you now have two automated marketing systems in place and each month you have more client enquiries than you had the previous month.

What do you do next then? You repeat the process again and again, until you have at least six automated marketing systems in place just like the first two. When you do this, your client instructions will increase month on month, and more importantly, you have a safety net in place as you are not just relying on one or two marketing systems to generate your new instructions. If one of the automated marketing processes stops working, you still have five in place.

If you take the action I advise in this article for the marketing of your law firm, you will be incredibly successful when many of your competitors are struggling. I know this to be the case because this is what happens to all of my clients.

Will you take this action?

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Marketing For Solicitors

Case Study

Now I’ve got eight staff and two offices, and we’ve never been busier.

I’ve been working with Nick for the last six years, and in that time he’s had a significant impact on my business.

We first start working together when I worked at an employment law practice, and when I left there to set up on my own, Nick was one of the first people I called.

I knew that one of the key pieces to get right was the website – in this day and age it’s impossible to run a successful firm without one – and with Nick’s advice, help and guidance, we created our own marketing-focused site that has proven to be the backbone of all the sales and marketing that has followed.

But a good website means nothing unless people see it, and that’s why we turned to Nick to run our Google Adwords, which quickly became a primary source of leads.

In addition to running the traffic, Nick held our hand through every element of the client attraction process, from how to communicate with leads, to how to close sales, and the impact that had on our business cannot be understated.

And that’s why I will always recommend Nick to anyone who needs help with marketing – particularly legal firms: his breadth of knowledge about everything to do with sales and marketing means that he can (and does) help with every part of the picture, resulting in a stronger business than you could have imagined.

Since we’ve been working with Nick, we’ve grown quickly – back in 2013 it was just myself and my wife, and she was part-time.

Now I’ve got eight staff and two offices, and we’ve never been busier.

And if our lead numbers are anything to go by, it’s only going to get better – 2015-2016 saw us get 800 good quality leads in employment law, and that figure more than doubled last year. I can only look forward to more exciting times, working hand-in-hand with Nick to grow my practice and enjoy the fruits that come with that growth.

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