What It Means To Have Authenticity on Social Media
Get Consistent with Your Firm's Online Presence
How do potential clients see your firm? There's a predisposition amongst legal consumers that attorneys sit in their ivory tower, lording from on high. So while many lawyers are easily accessible, sometimes prospects don't view it that way. It's difficult to hurdle this barrier many consumers have, but doing so will help your firm seem trustworthy and compassionate.
The best way to battle these preconceived notions is to come off as human as possible. However it's difficult to create personality when you're marketing to online consumers, but potential clients want someone they can relate to, who understands the emotional side of their legal issues.
Social media should be used as an outlet to build your brand by creating a distinct personality. Potential clients want to see your engagement in the community and what makes you unique. So next time there's a company outing or your firm hosts a charity event post pictures of you and your colleagues.
You can also show off a little. Post images of any third-party accolades such as a Super Lawyers or Rising Stars list selection prominently. In addition look to post video describing your firm's expertise and what makes you stand out.
Consumers are also using Facebook and Twitter to validate their choices. They want a law firm they can trust and makes them feel comfortable with their decision. That's why it's so important to standout becouase what makes you unique will be the reason consumers dial your number.
While creating online trust in today's legal marketplace can be tricky, it's a necessity. For more information on how to do so download the playbook Building Real Trust in a Virtual World: An Attorney's Guide.
Breathing Life Into a Small Law Firm in the Big City
Consider for a moment that your primary doctor refers you to a chiropractor in your area. When you visit the website the URL shows www.hopkinschiropratic.com. Upon poking around a bit you learn the business is actually named Hopkins & Sims Chiropractic. Next you visit their Facebook page, where instead of talking about chiropractic services the majority of the content is centered on acupuncture. In addition, you notice the phone number on their website doesn't match the Google business listing. Would this turn you off to the business as a whole and would you continue looking for another chiropractor?
Even the slightest of inconsistencies can make a lasting impression on the legal consumer. When it comes to finding an attorney online, 73% of people will lose trust in a brand if the business listing is not accurate.* Additionally, more than 70% of people who search the Internet for an attorney look for information about them that isn't on their website.**
Building credibility means making sure you're always getting credit for your work. Your information must be identical everywhere that it appears online. Whether it's the biography on your firm's website, directory listings or the nonprofit board you serve on, make sure all your information is accurate and up-to-date.
It's also important to be very clear on the services you offer. If your practice is 75 percent personal injury, be sure that the information you have on your site suits that audience. That last thing you want to have happen is lose out on potential business just because you weren't thorough with the services your firm provides.
To learn more about keeping things consistent with your firm's priorities, download the Super Lawyers Playbook Building Real Trust in a Virtual World: An Attorney's Guide.
*FindLaw White Paper - Are You Ignoring a Third of Your Firm's Business Potential?
For Liane Fisher, senior partner at Fisher Taubenfeld LLP in New York City, the demands of running a business and a law practice at the same time was a juggling match to say the least. Whether it was human resources, budgeting, marketing or even networking, Liane wanted to dedicate more time to the practice of employment law.
Couple these demands with a high-octane, competitive Manhattan law firm environment and a change needed to be made. In order to spend more time honing her craft, Liane knew she needed more potential clients contacting her firm online.
"Employment Law is different than say Personal Injury where more people are entitled to something," said Fisher. "For our firm only 20 percent of leads actually turn into cases."
Liane originally turned to a friend for online strategy and design but the site was nowhere to be found. It seemed as though Google had turned a cold shoulder to the firm. After months of instability she reached out to FindLaw and Super Lawyers for help.
Learn more about how the strategies implemented by the FindLaw and Super Lawyers teams helped Liane's firm increase their lead volume over 30 percent by downloading our recently published case study.