Your Firm’s 2020 Legal Marketing Plan
The start of a new year is always an exciting time – new resolutions and plans,
both personal and professional, new opportunities to help people that come to
your firm, and more.
One thing we learned a long time ago is to hit an annual goal, you need to break it
down into smaller, actionable chunks. With that in mind, we’ve put together
some great quarterly goals for your 2020 marketing plan to help get you to the
Q1 Goal – Audit Your Intake Processes
first thing you’ll want to make sure you have in place is a solid intake
process. A recent experiment done by Clio across 500 firms showed that 39% of
firms didn’t answer their phone live, and of those 39% where a voicemail was
left, 57% didn’t return the voicemail within 72 hours. That’s a huge amount of potential
do you handle it when a potential client emails you? Starts a chat through your
website? Calls you? You need to have standards and processes around how you
handle each of these intake venues, how you guide them through your process to
become a client, and standards for response times.
it’s just you, these processes will come in handy when you’re so busy that it’s
time to hire staff to help – if you already have staff, this will help set
expectations and make your firm run smoothly.
Goal – Redesign Your Website
practices for websites have come a long way in the past few years, and even if
your site is only 3-5 years old, odds are it needs an overhaul. Marketing for
law firms is a unique vertical, with specific best practices as well as rules
set down by the Bar – you should select a marketing partner that specifically
serves law firms, as opposed to a jack of all trades
who may occasionally do a law firm’s website.
law firm’s website should:
mobile-responsive, or even be designed mobile-first (over 50% of traffic across
our client base comes from mobile devices).
on speed. For every second your site takes to load, you lose visitors, and it’s
a ranking factor for Google.
a clear call to action – what do you want the visitor to do on your site? Make
it obvious for them.
addition to making sure it’s fast, speaking to your target market, secure, and
accessible on mobile devices, there are a myriad of different things that need
to be in place from a technical SEO and accessibility standpoint.
good marketing partner will handle all of this during the development of a new
site, in addition to making sure Google Analytics and Search Console are set up
to properly track your traffic and conversion goals.
to get even more metrics? Consider tracking phone calls, and tracking new
consultation and case sources on a granular level to attribute spend to each
part of your marketing plan. This will allow you to see what’s working and
what’s not working, and optimize your spending based on that.
Goal – Put A Process In Place For Reviews
your clients to review you. Make it easy by sending them a custom link for your
Google My Business profile that goes directly to the dialog box to review your
firm. If you aren’t sure how to create one, e-mail me, I’ll create one for your
firm at no charge.
most of your clients are going to come through Google My Business on the local
side of things, that is where we recommend you focus your efforts.
Goal – Start Generating Content
content is a great way to stay in front of potential clients. You have lots of
different options here – you can write quarterly, monthly, weekly, or whenever
you want, as long as it’s on a consistent cadence.
can also either do it in house, or have a trusted marketing partner write it
for you. If you outsource it, make sure it’s to someone who knows how to write legal content
and has all the content vetted by an attorney before it’s published.
best thing about this content is you can reuse it in multiple places. Repost it
occasionally on social. Change it slightly and repost it on a guest blog
somewhere. Use them as content for your email newsletter. The possibilities are
Get Started Now
Getting started towards your goals is often the hardest part, but now is the best time to start putting things in place. When you’re looking back on progress at the end of the year, you’ll be glad you put in the work to get your firm where you want it to be in 2020.
If you’re so busy that it makes sense to outsource some of these pieces, we’d love to be part of your marketing team. Call us at 919-825-1050 or fill out our contact form to schedule a free consultation!
About The Author
Brian Craig helps successful law firm owners build their websites into powerful lead-generating machines, helping them attract better leads and more revenue without working more hours. With over 20 years of experience, he helps lawyers through speaking, consulting, and highly personalized digital marketing services.
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I trust Brian and the team at Legalscapes entirely.
Their command of the legal industry sets them miles apart from other agencies.
They know our specific pain points and have the insight and capabilities to solve them.
Digital Marketing Director
Riddle & Brantley