How to Target the Right Clients for Your Law Firm

The right clients are critical to sustaining and growing any law firm. As a solo attorney or member of a large legal team, selecting the right clients guarantees that your marketing efforts are utilized to their fullest potential and your cases are within your field of practice. Without a good plan, you might find yourself with the wrong types of clients and lost cases with dissatisfied clients. Below are five tips to find the right clients for your firm.

Boost Your Website’s Conversion Rate

Your website must be informative and easy to use. Properly designed navigation, effective calls to action, and simple contact options direct users toward contacting you, while reviews and results enhance confidence and reputation.

Make your website mobile and SEO-optimized to bring it to light and make it easy to use. Have content written to assist your target customer with their pain and ensure that areas of practice are prominently featured so they understand how to get your assistance.

Position Yourself Accordingly

In today’s competitive legal market, specialization can set you apart and attract clients seeking exactly what you offer. Instead of being a general practitioner, your branding, messaging, and content should reflect the client you want to attract.

A criminal defense attorney will need a different tone and branding than a lawyer specializing in high-net-worth estate planning, while a San Diego mesothelioma lawyer might focus on compassionate messaging and a strong presence in asbestos-related community resources. Specialization positions your firm as the solution for specific legal problems. Clients will also be more likely to trust a lawyer specializing in their particular type of case and will recommend you to others.  

Let Data Drive Your Marketing

Data-driven marketing allows you to visualize where your top leads are and which channels are performing. Use Google Analytics, customer surveys, and customer relationship management tools to observe how marketing works. Track such metrics as web traffic, click-through, social media, and leads generated. 

This information allows you to adjust your marketing in real time. If you’ve got one channel or one bit of content that is consistently yielding great-quality leads, you can amplify it. Those that aren’t yielding anything can be tweaked or shut off, giving you your time and money back.

Make Valuable, Focused Content

By putting up blog posts, podcasting, video, and newsletters dealing with your potential client’s specific issues, you’re demonstrating you understand the law and establishing trust. Education-based content makes potential clients rethink their legal issues in a new way and introduces your firm as the answer.

Place your content along the path of the client’s journey. For instance, a person who is newly considering legal possibilities might need basic informative article content. In contrast, a person in the process of retaining an attorney will seek in-depth, how-to information.

Referrals and Networking

Your clients trust the endorsement of their professional and their family and friends. Make alliances with former clients, other attorneys, and local business people with clients they can refer to who match your client profile. Don’t be afraid to ask for referrals when you know they were pleased with your work.

Building relationships with your attorneys and community network will yield new client sources. Attend legal conferences and work on community projects or charities to keep you in front of your target market. The more visible and accessible you are, the better your chance of attracting the correct type of clients.

Endnote 

Targeting the correct client must be dealt with strategically regarding specialization, information, and relationship building. Specializing and focusing your attention on what you do best, you can win better cases and generate stronger results. Your law firm’s scaling and growth are more successful and sustainable when you have the right strategy.