Are you trying to grow your business? Do you have a strategic plan? Depending on your priorities, web marketing may need to be on it.
This month’s Michigan Bar Journal featured an article on the importance of strategic planning for small law firms. It emphasized the importance of having a clear, direct path to success.
One of the key questions in assessing your businesses’ strengths and needs is how technology is helping or hurting your firm compared to your competition. Being able to react to changes in technology is key to getting ahead and differentiating yourself and your firm.
But web marketing for its own sake won’t help you meet your strategic planning goals. Before you commit to a website redo or an aggressive new blogging campaign, make sure that you are doing so for the right reasons.
If you are looking to generate new potential clients, your web strategy should be focused on search engine optimization (SEO) and showing up in as many searches as possible. That may mean paying for sponsored links, Google AdWords, and Facebook promoted posts. Your goal is a great first impression to bring in new leads.
Maybe your goal isn’t number of leads, its quality of clients. Then rather than focusing on quantity you should focus on quality of web content. By cultivating content that shows your expertise in your practice areas, you can help train your referral partners to send you the best clients. This in turn could help you raise your billable rate and increase your bottom line.
If your focus is on client retention, then your website should be less about marketing and more about amenities. A content-rich blog, frequently asked questions, form downloads, and even a client portal can give your hard-won clients some very good reasons to believe you care about them and their needs. That can help you keep your best clients and get great referrals.
A strategic plan is essential to grow your small firm and your bottom line. That’s why your web strategy needs to be integrated in that plan and focused on the changes you want to make. If you need help tailoring your web presence to your strategic plan, contact blogging coach Lisa Schmidt at Legal Linguist.