Marketing isn’t something you achieve or possess; it’s something you do, on an ongoing basis. A good marketing campaign is subject to regular review, revision, and realignment—and the spring season is as good a time as any to check in on your law firm’s marketing efforts, strengthen the things that are working, and retool the things that aren’t.
But where do you begin with your marketing “spring cleaning” project? Consider a few practical steps you can take right now:
Make sure your testimonials and noteworthy settlement notifications are updated. Potential clients want to know what you can do for them, which is based on what you’ve done for clients in the past. If you’ve brought in new awards, testimonials, or big legal wins recently, make sure to put them on your website!
Update your contact information. Make sure your firm has accurate listings posts on all relevant online directories—but more than that, take a minute to ensure your full contact information is posted to every page of your firm’s website. This will help your pages show up for local search queries, and also make it easier for potential clients to contact you.
Start blogging, if you haven’t already. Blog content not only provides fresh information for search engines, but it also proves your thought leadership; it shows potential clients that you know what you’re talking about and are eager to help. Make it a habit to blog regularly about issues relevant to your practice. This is a big commitment, but it pays off over time!
Get an honest, independent appraisal of your website. First impressions are everything, and your firm’s website needs to be professional and easy to navigate in order to impress potential clients. If you have reservations about your site, ask some unbiased outsiders—friends or family members—for their feedback, and enlist a Web design company if you think it’s time for a re-launch.
Check to ensure your site is optimized for mobile users. See how the site looks on a variety of mobile devices and tablets. If it is slow to load or difficult to navigate, contact your webmaster about mobile optimization. This is important, as mobile users make up such a huge percentage of all online traffic.
These are all straightforward (not necessarily easy) steps you can take to make sure your firm’s marketing is up to snuff. To learn more about marketing dos and don’ts, reach out to ACES today.