Your law firm’s marketing strategy can make or break your business. Invest some time into avoiding these common law firm marketing mistakes!
If your website or marketing campaigns are poorly designed, or otherwise fail to hold the attention of potential clients, you will lose their business to your competition. If you’re concerned by the thought of a re-design, start by looking your campaigns over for these five major law firm marketing mistakes. And then fix them!
1. Your Marketing Is Too General
One of the biggest mistakes that law firms make is trying to appeal to everyone. Although broadening your audience may seem like a smart strategy at first, it can make your website, commercials, and radio ads general to the point of blandness. When you try to appeal to everyone, you appeal to no one.
Websites and marketing campaigns that keep their target audience in mind fare better than their generic counterparts. For instance, if your specialty is family law, focus your message on family law! Strategize to have your commercials air at times stay-at-home parents will be watching, use family-friendly language, and for goodness sake don’t mention your personal injury, criminal defense, and bankruptcy specialties!
2. You Use Too Much Legal Jargon
Readers lose interest quickly when language fails to flow smoothly and easily. Keep in mind that your website should speak directly to the reader rather than other legal professionals. Many lawyers are more comfortable writing in legalese than in everyday language, and consequently, their websites often read like they are geared toward other lawyers rather than potential clients. Overly complex, stuffy wording filled with jargon causes the vast majority of readers to quickly lose interest.
3. You Have PQP – Poor Quality Production
Photos and videos draw the eye in and entice your viewer to stay on your site or continue watching your commercial. Low-quality photographs make even the most well-written copy appear sloppy and unprofessional. Commercials with low production value make you seem under-funded and untrustworthy. You don’t have to break the bank for high-quality production, but you should invest in high-quality equipment or an advertising agency with a proven record of excellence in video production.
Be sure to include quality photographs of your staff members as well. People want to know to whom they’re trusting their legal issues. A crisp, clear headshot of you wearing business attire will go a long way toward building trust and conveying a tone of professionalism to your audience.
4. You’re Not Mobile Friendly
Everyone uses mobile devices these days. Google announced in May of 2015 that the numbers of mobile searches are now greater than that of those performed on desktops! If your website can’t be accessed by smartphones and tablets, you are missing out on the majority of your prospective clients.
Keeping up with technology is extremely important to anyone who depends on a website to attract clients. If no one on your team knows how to ensure mobile responsiveness, hire a consultant familiar with building law firm websites.
5. You Have a Weak Biography Page – Or None at All
People appreciate knowing whom they’re doing business with. Having a biography page introduces you to your target audience on a personal level, so don’t be afraid to let a little of your personality sparkle through! If you raise chickens or spend as many weekends as possible exploring the backcountry on a mountain bike, mention it on your bio page.
Keep the tone friendly, but work appropriate, and don’t neglect to include important information about your education and legal background. There are thousands of lawyers and law firms who do exactly what you do. Approachability can make or break your business, so take it from the experts – smile! Remember, you are the face people are hiring.
If you are making any of these egregious law firm marketing mistakes, contact Kirkpatrick Creative at 866-864-9425 to schedule a free consultation! We have a proven track record of success with law firm marketing and digital advertising.