How to promote your legal or advisory business online


Date: 13 October 2020

Portrait of smiling beautiful business lawyer

Are you a lawyer or advisor? Are you looking to increase your portfolio of corporate clients via the internet and maybe even serve clients online? If the answer's yes, you're in the right place. In this article, I will show you how market your business and attract clients via the internet in a simple, fast, and very profitable way.

Forging the foundations of your brand

Even if you're fed up working for others, starting your own business is no cakewalk.  It's important you have a clear business plan from the outset so that taking the big leap isn't a jump from the frying pan into the fire.

If you're offering legal or advisory services, your number one priority must be your clients. They will be everything to your business. Whatever you do, it's very important that you help and satisfy your clients. You need to create around you an aura of authority. This is even more important online where trust can be slow or difficult to build.

Start by analysing what problem or urgent desire your clients have and how you can help. Any online promotion of your business, whether in the form of online ads or wider social media campaigns, should target potential clients facing the issues or problems you can assist with. You should assess the performance of your ads too, to make sure it is targeting the right people with the right keywords and in the right places.

What is the urgent problem your potential client is looking to address?

Potential clients turn to the internet to find solutions to their problems or to satisfy wishes. Never forget that. You need an online presence so that when they are looking online, you have a chance of attracting their attention. A good website containing relevant, keyword-rich content will be a key tool. Customers are likely to Google the following:

  • How to solve my legal problems?
  • Lawyer in my area.
  • Lawyers to help with my business.

These are just examples, but it demonstrates why it's important that you know in advance who your ideal client is what urgent problem they will want you to address. Defining your ideal client will save you a lot of headaches later. Who do you want to work with? Which business problems can you solve for a busy business owner? People act when they see you are aligned with and can address their problems and desires. If they are in any doubt, your ideal client is unlikely to appoint you as their lawyer or expert advisor. 

Use technology to improve your law business 

Technology is there to help you and your business. It helps protect your company reputation. For example, it’s vital that client’s information is never compromised, and you have sufficient security measures to avoid the risk of a data hacking incident which would ruin your company’s reputation.

Take an active interest in what your rivals are doing online. Where do they have a presence? What do they share via their social media channels? What publicity do they receive online and how much attention do their posts garner? You could ask yourself:

  • Did that advertisement make you curious about their business or service? Why?
  • Have you been hooked? Why did you like it?
  • Did you click on it? Why?
  • Are your competition advertising legal services online?

Every law firm has something different to offer in terms of team skills, the branch of law they cover and their pricing. So, these are important things to note of:

  • What is your unique sales or value proposition?
  • What services do your rivals offer, and which don't they offer? Could you quickly differentiate yourself?
  • How do your rivals present themselves online and how to they their position themselves?
  • What makes you different and stand out from the crowd?

Selling yourself with appealing copy

When selling yourself online, one of your greatest weapons will be your words. It's essential that you strike the right tone to appeal to potential clients. If you write as a lawyer, you will attract other lawyers because your jargon will be intimidating to laypeople and non-experts. Potential clients want to see that you understand them and their problems and understand how you can address those issues for them. Once you understand this and communicate it to potential clients, your law company becomes more accessible, appealing and much more likely to win over the potential client.

Copyright 2020. Article was made possible by site supporter Jeremy Bowler

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