At the moment when rapid changes to your business are required to help you succeed, it’s worth soaking up the knowledge and experience of others to see how you can apply them to your own firm.
Over the weekend I was reading:
- this guide to commercial and client resilience Chris Bull,Yarman Vachha and Leon Sacks,
- these insights on law firm pricing strategy from Stephen Gold and
- Paul Gilbert’s quiet hopes for the future.
All of the above share valuable insights for law firms from a management, leadership and operational perspective.
So I thought it would be useful to provide a note of some of our top practical tips for law firms looking to succeed from an online perspective at the moment. These tips are based on the experience our team, not only from the past 15+ years we have been in business but also from the past five weeks where we have seen and indeed applied many improvements to our customers’ online strategies:-
1. Implement live chat on your firm’s website.
Your clients don’t just want a pop-up telling them that you’re available remotely and that you’ll get back to them in due course. They want to speak to a solicitor as soon as possible. Potential options include LiveChat.com and Zendesk Chat. Indeed this was one of our key pieces of advice from our Managing Director, Stephen Moore, one of his weekly blog posts from earlier in April here. As he wrote, “According to one website I read, 38% of consumers are more likely to buy from a company if they offer live chat support. I’m not sure if this applies to the law or not, but it’s definitely worth a shot as the barriers to implementing it are very low.”
2. Promote the legal services most in demand from your clients at any given time as part of your online marketing.
And this will be changing in the coming weeks. In April, for instance, we saw a significant spike in online enquiries for wills and power of attorney but these have been slowing down in the past week, while others such as divorce, employment law and (incredibly) residential conveyancing for certain types of house purchase have been accelerating. To promote such services in demand over others, you could, for instance, change the layout and messaging of your homepage and other key pages on your firm’s site, or expand on the content you write about for those areas.
3. Double-down on your communication with existing clients.
It’s tempting to focus mainly on gaining new clients, but generally, and depending on your practice areas, the cost of acquiring a new client can be up to 10 times more than the cost of retaining an existing one. It’s important, therefore, to focus on increasing your communication with existing clients – whether through email, phone or social media. For B2B clients you may want to expand your LinkedIn communications, for instance. Again it depends on your type of legal practice areas, but we generally suggest that you offer each of your clients a free 30-minute consultation on anything they’d like to discuss with you, such as estate planning, employment concerns or even just for a general discussion of the help they need in these troubling times. These consultations may open up opportunities for further work.
4. Run Google Ads and Bing Ads to supplement your organic presence.
Ranking highly for your core services and locations in Google’s organic (i.e. non-paid) listings is a great long-term objective which comes from ongoing investment in SEO and content marketing. Some firms may not have that luxury and even those that do would still do well at the moment investing in Pay Per Click advertising on Google Ads and Bing Ads. We’re seeing more firms across the country doing this at the moment so it’s more important than ever to go after those keywords that will really bring in the best enquiries for your firm.
5. Set up online payment.
It’s crucial to be able to take payments from your clients as easily as possible. If you’re able to do so over-the-phone that’s a good start but law firm clients are increasingly expecting firms to have the ability to be paid online. Some of the leading online payment solutions include Stripe, PayPal, Worldpay and Sagepay, all of which could be integrated into your website if not already in a way that the payment happens through that third party site and where your site is just the gateway for that to happen.
Get in touch
Following recent requests from a number of law firms who are keen to keep things moving forward for their firms at this time, and based on the advice above, we have developed our quick set up Your Law Firm Success™ – 2020 Toolkit. This has been created to deliver business continuity and growth and to help you make your firm more efficient and more robust now and for the future.
We will also be running a LinkedIn training webinar for lawyers soon – more details to follow.
If you would like to discuss the above in more detail, please click here to schedule a time with Chris Davidson or email