Niche Marketing For Lawyers

Posted on: December 14th, 2019

Lawyers who concentrate on prosperous niche marketing have work-life balance leaving them comfortable enough to take several weeks off from work.

For example, operating within a niche motorcycle practice will provide both high-volume and high-value cases, offering a unique quality-of-lifestyle practice. Their niche is so well-defined that it becomes a dominating brand. These lawyers know that their niche practice is bringing in new cases while they are away on vacation, in meetings, or in the courtroom. Lawyer Marketing Services helps lawyers bring a majority of all the available cases to your firm producing greater returns on your capital investments as well as your valuable time. Examples of niche marketing include: 

• A law firm that only represents religious institutions.

• A hospitality industry practice within a corporate firm.

• An intellectual property boutique law firm that only works in tech.

• A sole practitioner who only writes appellate briefs.

• A personal injury lawyer who only focuses on one type of injury. 

A prospective client wants to be reassured that the attorney they ultimately contact is best suited for their particular situation. The most important components that affect the messaging of your website includes:

• Online Presence: Monitoring your online presence is vital to your success. If Reputation Management is how you are seen in the internet, then the first step is to become proactive about getting a positive response everywhere your firm can be found. This means constantly monitoring your website, review sites, social media platforms, and anywhere else where people could be talking about you. Aside from managing your reputation the best way to increase your online presence is through the strategic approach of focusing on creating and distributing valuable and relevant content. Think about your audience. In order for them to enjoy an insightful and valuable user experience. Information on your website must be:

1. Useful: Your content should be original and fulfill a need.

2. Usable: Website must be easy to use.

3. Desirable: Image, identity, brand, and other design elements are used to evoke emotion and appreciation.

4. Findable: Content needs to be navigable and locatable onsite and offsite.

5. Accessible: Content needs to be accessible to those who choose to view it.

6. Credible: Users must trust and believe what you tell them.

• Content: When SEO is properly performed and a site is well built it grows your following, builds your brand and generates leads.  SEO is vital and valuable because of its overall ROI. Having relevant and new content on your website will provide value to your visitors.  When a website visitor finds an article or blog on your site, you enable them to make an informed decision about whether or not they will use your services. By keeping outdated information off your website through always adding fresh content you help establish your law firm as an expert in the local community. It’s not enough just to overload your website with content. By having relevant content, you are able to provide useful information to anyone who is searching for answers to their questions. Being relevant means that you are intentionally providing the right kind of information and leaving non-relevant content off of your site. By offering this information, you are enabling the web user to optimize the experience of their journey to finding a lawyer.
• Design: Web design is crucial to the success of any law firm, and the message of your business is reflected in the layout, colors, photos, videos, and details presented on your site. All elements of your website design have an effect on how people interact with your firm. Your website is the first impression and a  reflection of your core values. In most cases, a law firm’s website design is the first influencer towards building client trust. Your professionalism and authority as an attorney must be conveyed through your firm’s website. Allow our designers to create a custom website reflective of your proficiency, integrity, and ability to achieve winning results.
• Branding: The foundation of your law firm is your brand. Proper branding will showcase your expertise, mission and values.  A robust brand results in strong brand reception, influence, and confidence with current and potential clientele. A full branding process will help you develop your brand’s positioning, tone of voice, personality, and brand message. Don’t be fooled into thinking branding is optional. Every firm has a brand, whether you want it or not, and your brand impacts everything you do.

Niche marketing requires you identify which specific target market will benefit as a result of your services, and then tailor your overall marketing strategy to their habits and preferences. An effective niche marketing campaign includes the above aspects and will propel your firm as an expert in your respective practice area. Ask the following questions:

• Who is my target clientele?

• What makes my firm different?

• What impression do I want my firm to give?

• How do I make my clients feel?

• How are my competitors branding themselves?

Next, review your answers for inconsistencies. For example, if you’re a criminal defense lawyer that wants to be approachable, but your website is written in a formal tone with legalese, there’s a conflicting brand. Reconciling these inconsistencies is vital before attempting to build your brand concept. Aligning your business objectives, clientele perspective, and brand is critical to your firm’s success. 

At Lawyer Marketing Services our reporting provides actionable insights offering a complete view of your clientele, online performance, and trends. Contact us today for your complimentary Marketing Audit.