There’s one simple fact that’s true throughout the business world, regardless of what type of company you’re running. If you’re going to stay in business, you’re going to need customers. And to get customers, you’re going to need to get a steady flow of leads, only some of whom will actually turn into customers. The legal profession is no exception, though, like every type of business, it has its own unique subtleties and issues.
One of these is the matter of acknowledging the sources of leads, which is something of a challenge in the legal community when we talk about online lead generation. Lawyers invest a lot in their reputation, and it’s often difficult for an attorney to give the credit for a lead to anything other than their own personal “aura”. It’s also not nearly as clear, given the complicated process of seeking out and interviewing attorneys, just where the credit for the lead should be given. Clicking through to order a new pair of shoes or make a hotel reservation online is much more clear cut. Online marketing for attorneys is sometimes seen as more along the lines of billboard or print advertising in that it’s only one step in the process of someone becoming a viable lead.
Nonetheless, online lead generation is a valuable tool for lawyers, and in many ways, it works just the same as it does for other industries. We think that it’s best accomplished by utilizing an inbound marketing strategy, to attract visitors to your website, and transform them into leads, and hopefully into clients.
In order to do this, you’re going to need an excellent website, since that’s where you’re trying to get the visitors, and it’s the incubator which turns them into leads. It should be simple, attractive, and easy to navigate, and should make it easy for visitors to obtain some meaningful content, in exchange for which they are willing to provide their email address.
Once the website is in place and up to par, you’ll be ready to start directing some traffic towards it. This is mostly accomplished by enticing potential clients with engaging, valuable content, posted to your blog. Your blog posts should focus on topics that are relevant to the types of clients you’re trying to attract. If you have a focus on real estate law, for example, post articles on topics related to buying and selling real estate, which will undoubted be of interest to people who are about to enter such a transaction. Structure your posts using keywords and according to the principles of SEO (Search Engine Optimization). Keep your blog content fresh and current by posting often and at regular intervals. This will give readers a reason to come back, and will also help in maintaining high ranking on the search engines, which favor frequent updates.
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