Law Firm Web Marketing: The Essentials

With all the experts out there trying to demonstrate their knowledge of the various law firm web marketing strategies, tools, techniques, and nuances, I thought it might be worth cutting away the fat and distilling lawyer internet marketing down to its essentials.

1. Blog- A blog is a must have. In fact, for most law firms, it’s more important than you static site. And it’s much more affordable! A blog allows you post content frequently and easily. Blogs are conversational and engage the reader. They give you platform from which to show your knowledge. Starting a blog does not need to be overwhelming. There are several free blogging platforms available. We recommend WordPress. Once your’re up and running, it’s time to learn how to write for the web.

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2. LinkedIn- There can be no doubt that LinkedIn is one of the most powerful social media tools around. There are literally thousands of lawyers on LinkedIn which makes it an ideal place to build your professional network. The key to LinkedIn, like other social media platforms is participation. If your LinkedIn persona sits in a corner, doesn’t talk to any one, and doesn’t offer anything to the conversation, it won’t be asked back to the party.

3. Twitter- We’re including Twitter here not because we think you will get a lot of new clients from it, but because you can use it to meet new people. Sign up for an account, install Tweetdeck, and search for keywords that interest you. You’ll see what conversations are going on about the subject. Join them, follow people, discuss. Here’s some more info on getting up and going.

4. Blog Reader- Keep up on what’s going on in your field is key to any profession. However, this is especially true in the legal profession. Using a blog reader to stay up-to-date with authoritative blogs on your subject, is like having continuing legal education classes on your computer any time you want. The key is finding out who’s who. The ABA Journal offers a wonderful directory of legal blogs.

5. Basic Search Engine Knowledge- While I know this is “off the beaten path” of lawyer internet marketing advice for lawyers, a little search engine knowledge can go a long way. Understanding the core concepts of keywords, on-page optimization, and linking, will amplify your online efforts ten-fold. I’m not saying you have to be Larry Page here, but getting a handle on the basics will serve you well.

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Usually, the biggest obstacle for lawyers to overcome online isn’t how-to, but rather, when-to. Time is precious and using your professional time to market your firm online probably isn’t justifiable to you. That is when it makes sense to get help. But making sure you get the right help, that’s another issue altogether.

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Visitors who read this post also read:

• Law Firm Internet Marketing Series Part 6 of 7: Pay-Per-Lead Marketing & Content Distribution
• Law Firm Internet Marketing Series Part 7 of 7: Social Media Marketing
• Law Firm Internet Marketing Series Part 3 of 7: Content Production
• Law Firm Internet Marketing Series Part 2 of 7: Search Engine Optimization
• Law Firm Internet Marketing Series Part 1 of 7: Websites & Blogs