On this blog, we’re always talking about inbound marketing strategies, and we can’t emphasize enough that they apply to any type of business. This means businesses of all sizes and in any industry, and lawyers are certainly no exception. Long gone are the days when lawyers eschewed any type of marketing or advertising, preferring to let clients find their way to the firm. And it would be great to have a referral-only business based on the power of the reputation of your practice.
But in this day and age it’s impossible for lawyers to forget that their practice is also a business, and that it’s as important to market yourself to potential clients as it is to be a skilled attorney. And with other lawyers (read: your competition) using aggressive marketing tactics, you’ve got to do something to keep a flow of clients coming in your doors. But you don’t want to run those obnoxious, in your face, old school ads. And that’s where an inbound marketing strategy comes in.
You’ve probably heard of inbound marketing, which Hubspot says “focuses on creating quality content that pulls people toward your company and product, where they naturally want to be”, which makes sense to you. You may have even begun to experiment with the methods, but aren’t seeing the results you’re expecting. Let’s look at a few of the common mistake which could be preventing your inbound marketing strategy from succeeding.
- Your website isn’t user-friendly.
Inbound marketing strategies are all about attracting potential clients to your website, and once they’re there, converting them to leads and eventually customers. That’s simply not going to happen if your website isn’t easy to use and navigate through. If users are frustrated at the experience, they’re going to leave and find a competitor’s site. Make sure your site is simple, intuitive to use and navigate through, and responsive, meaning that the web pages look right when viewed in any desktop or mobile browser. More importantly, your website should be loaded with strategically placed, engaging content, which is at the basis of the inbound methodology.
- You’re not blogging with non-lawyers in mind.
I know you spend most of your time writing legal documents and corresponding with other attorneys, and it’s easy to forget that your potential clients don’t speak or read “legalese”. Don’t forget that your target audience is not legal professionals or judges, and that you’re not trying to win a case. Tailor the writing style on your blog to provide information which will engage and attract lay people.
- You’re not focused on SEO.
SEO (Search Engine Optimization) lies at the heart of inbound marketing strategies. In order for people to come to your website, they have to be able to find it. And that means you need to turn up in web searches. The best way to accomplish this is to partner with an inbound marketing agency who not only understands Google and its search algorithms, but also help you identify the right keywords which your target audience will be searching for.
- You’re forgetting that inbound marketing is not advertising.
It’s an easy mistake to make. You’re marketing to attract customers, needless to say. But inbound marketing is not all self-promotion. You need to be attracting and educating people, not just singing your own praises. Don’t make the central theme of every blog post how great you or your firm are. Don’t use Twitter as a way to blast out 140 character ads. As I keep saying, provide informative and interesting content, and people will have a reason to keep coming back to you and will eventually become your clients.
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