The attorney marketing triad


There are lots of ways to build a law practice, but if I had to name just three, here’s what I’d choose:

(1) A content-rich website that attracts traffic and persuades visitors to contact me to make an appointment or ask questions and subscribe to my list so I can stay in touch with them.

That website would educate prospective clients about legal problems and solutions, tell them what I do and how I can help them, and prove to them I can deliver what they need and want.

The website would be a digital hub for my practice and my primary presence on the Internet. It would attract prospective clients via search and referral, and it would do most of the “convincing” for me.

(2) Build a list and stay in touch. Most people don’t hire an attorney the first time they visit their website or otherwise encounter them. It may be weeks or months or years before they’re ready to take the next step.

When you have a list, you can stay in touch with prospective clients, remind them of the solutions and benefits you offer, provide additional proof and encouragement, and be in their minds and mailboxes when they’re ready to take the next step.

Your list can also stimulate them to provide referrals (actual clients, traffic to your site, followers on social), and provide reviews and testimonials.

Your list will also generate more repeat business and referrals.

(3) Build relationships. I’d serve my clients’ legal needs and help them with other aspects of their business or personal life. I’d also do that with professional contacts and other centers of influence in my niche or local market.

I’d provide information, introductions, and referrals. I’d promote their business, practice or cause. I’d get to know them on a personal level and help them get to know me.

Because we’re in the people business and the quality of our relationships is a major factor in our success.

If you get these three things right, you may not have to do anything else.

How to build a website that makes your phone ring