Law Firms have traditionally been one of the slower industry segments to adopt a consistent approach to digital channels as part of their overall marketing strategy. Up until relatively recently, law firm websites were effectively placeholders containing little more than a firm’s contact details and a standard blurb about areas of practice and expertise.
Times have changed, and firms that continue to lean on word of mouth referral networks and 'general awareness' are in for a rude awakening. The internet and proliferation of information now in the hands of more informed prospects has rewritten the rule book for practically every decision-making cycle, including Law.
Traditional networks and relationships still undoubtedly play a role in generating revenue, but any firm wanting to seriously grow file openings in the digital age will need to diversify their approach. To compound this further, older generations of Partners are retiring, and their contact groups are leaving with them. A new generation of business leaders that have grown up with Google are now challenging the old stereotypes of liquid lunches, trusted suppliers and handshake agreements to seal long-term business relationships.
Firms with a consumer focus have been quicker off the mark to invest in their web presence and advertising strategies. Intense competition to attract initial enquiries in areas such as personal injury and family law has forced the issue.
Law firms in business and commercial fields have been slower to change but they, too, are coming to the realisation that the businesses they are looking to reach are driven by individuals that are turning to digital channels to conduct research and inevitably form value judgements about what they see and read about a firm before contacting them.
This is certainly the case at the initial research stage and still applies when a contact has had a word of mouth referral and wants to read up on your firm and areas of expertise before contacting you.
A poorly conceived and outdated website may even burn the enquiry before it reaches you.
Here are 5 concepts that should be integrated into your digital strategy:
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