"What do you do for a living?" When you are asked this, you might reply that you are a lawyer or a solicitor. You might also respond with your particular practice area or specialism. You might also explain a little bit about what it is you do most, especially if the person seems interested.

When it comes to marketing your firm online, you should be as specific as possible. If someone who finds your site doesn't know exactly what you have to offer, then they probably won't come to you for advice.

Discerning, consumer-savvy customers now use the internet and social media to locate, review and discuss service providers. Smartphones, tablets, laptops and other devices are now the first port of call for most people before making a purchase. To win more clients at this point, content is king. More content which is relevant, up-to-date and informative keeps potential clients on your site longer and familiarises them with your firm and your service. If the content on your site is trustworthy, reliable and informative and written with clients in mind, they are more likely to come to you for legal advice.

You should be as specific as possible. If your site simply says 'Partner & Partner Employment Lawyers', this isn't enough. Your site should outline your exact specialisms and provide a little information on each area. If you have content on your site which dovetails with a clients needs and expectations, they are more likely to engage your services.

In the context of legal services, the modern consumer takes two steps: First: what is my problem, and can I solve it myself? And second: who might be able to solve my problem? Consumers look for peer review, advertisements, useful information, news sources, blogs and other online sources to influence their decision. Being a part of this conversation is important – perhaps even vital - to your success, especially in the era of ABS. You want clients to find YOUR site when their looking for your service.

In addition, a well-stocked and regularly updated blog can keep clients, potential clients and potential referrers of business coming back. It also demonstrates that your site is active (and thus that your firm is a going concern!) and that your firm is abreast of developments in your sector. It also helps generate traffic for your site as people look for information on changes in the law.

Social media also plays a part. Social media allows you to converse with potential clients. If you can act as a news source and information hub for your field area of law, people will follow you. They might not need your services right now, but one day they may. And social media connections are a powerful influence on consumer buying practices.

Another benefit of all this is that Google will start to like your site. Google is the undisputed heavyweight search engine and appearing high up in its rankings is the holy grail of online marketing. Informative content which matches certain "keywords" (such as "personal injury lawyers Glasgow" or "Asbestos Claims Paisley) in the correct places is high on Google's list of requirements for top placements in search rankings. Generally, the more content you have, the higher up you will be on Google.

There is another, unseen aspect of this. "Search Engine Optimisation" is the practice of arranging and ordering a website and its content in such a way that Google can find it easily, understand it and is therefore able to rank it accordingly. This involves a mixture of technical skill, including developing and implementing strong external link building processes, and presenting the content in a certain way.

For more information on online marketing for specific practice areas, see our dedicated pages for more bespoke tips.

Marketing for Personal Injury Firms

Marketing for Employment Law Firms

Marketing for Criminal Law Firms

Marketing for Family Law Firms