New Legal Marketing Method?
While having your brand of beer tattoo’d on a model in a micro mini and prance round central London for a while may work for them. It not a “professional” image you may wish to convey while working in a firm.
What I mean by “micro mini” is creating “problem specific” sites that your firm or company (ABS is in now) are specialists in.
An example being my Lasting Power of Attorney site. It caters for individuals who are look for more information and we hope with a view of creating one if we persuade them
Now this form of online marketing is no way new or revolutionary it has been done by the more savvy firms for a while now. In my opinion though it is not done enough.
The main quality a client searches for (barring the arguments for cost) is expertise. Your main site can only hold so much information and without a weighty budget it is fairly difficult to get one site to hold all the information you need, get it to rank and get it generating revenue
Your “portfolio” of sites I therefore feel should comprise of something akin to below, Firm Branding, Personal Branding, Lead Generating:
1) www.nameoffirm.com
This holding information on who you are, the PEOPLE in the firm with a nice smiling face and contact details along with “expertise” areas. Add any company news / events / sponsorship and you have a strong corporate feel site to appease the partners / share holders.
The main aim of this site being to have a presence; this site is your “showcase” it should attempt to create a human connection with your potential clients, portray an expertise without being to over crowded.
You are selling your staffs expertise so your STAFF should be viewable via profiles, recent cases (and if it can be done rss feeds / links to their personal sites/ twitter etc).
2) www.nameofstaff.com
I accept not all senior members will have time to write articles and update it. However linking a personal site with their a) twitter and b) linked in will start creating a “personal brand” for them.
This being vital as clients normally have contact with primarily one individual and it is THAT individual that will make or break the confidence of the client in your organisation. Having a platform for the person therefore will showcase their expertise, and if your given a card….how many times do you google that person to find out about them?
Having a personal site with their expertise showcased is an asset even if all it holds is a profile that links back to the firms site.
3) Specialty area (or location) sites
While branding your firms site and personal sites is beneficial for direct marketing purposes. Micro/Mini/Niche sites are the method which can have the best ROI for any search engine optimisation work conducted.
For example targeting “Speeding Fine UK” to a site dedicated to that area of law; will let you focus link building, content writing and subtle theme work around that area.
Googling that phrase will show you an example of what I mean, the top 10 are all focused on that keyword and produce content targeting and relating to the offence they are “experts” in.
For my Power of Attorney site having a brief look at it you can see I am (attempting) to keep it up to date with latest news in the area (portraying expertise), I have a call to action (the contact form) in as many places as possible and lastly covering the alternative documents that they may consider, giving them the option to choose dependent on their need.
The crux however has it been producing leads and are those leads becoming clients? The answer is yes, the site is getting leads and a extremely high percentage are becoming clients and so paying of all initial set-up and on-going costs for running it.
What do you think of the above strategy? Personal Branding and Niche Branding the way forward? or all in one firm site the preferred default?
p.s. if you wish to contribute to www.yourlastingpowerofattorney.co.uk, please contact me to discuss a possible arrangement.
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