The #1 Mistake You Are Making With Your Legal Marketing

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Are you sitting in your office wondering why your website isn’t generating a flood of leads? Are you racking your brain for ways to increase your online presence and conversions to no avail? Well, you’re in luck! Over the next couple of weeks I will be dropping some gems on our blog about how to tighten up your marketing strategy so you can do just that! The information will be coming from a presentation I gave to a room full of attorneys at the Broward County Hispanic Bar Association’s monthly luncheon on November 8, 2012.

First things first – take your hand to your face and gently remove your blinders. It’s time you come to terms with the fact that you are in one of the most commercially competitive spaces on and offline. So, it makes sense that as you journey off to make a name for yourself online, you look for ways to set yourself apart from the hive and become the king or queen bee of an untapped/underserviced area. In other words, dominate a piece of space that is not so competitive.

It is equally as important to understand that before you can even think about conversion, you have to know the type of clients you want to represent. Be honest with yourself. Do you know your target audience as well as you know yourself? When asked what you want to do, do you vaguely respond: “I want to represent ‘anyone’ who has been seriously injured in an accident.” If you’ve answered “no” and “yes” respectively, it’s time for some tough love. You are not converting because you are not laser-focused or consistent with your marketing. If you’re not creating the content searchers are looking for, you will never convert them to clients. (I will elaborate on this point in a later post.)

Consider this before starting an online marketing strategy – develop a niche. Sure, some folks might say that niche marketing is bad business or that you’ll be limiting your potential clients. Not true! In fact, it’s quite the opposite. Niche marketing can open the door to:

More Effective Marketing

Focusing on the cases you really want enables you to market directly to that segment of the population with clear and actionable web content. Focus also helps you and your prospects understand the types of legal scenarios your firm will and will not handle, saving you time and money, as well as increasing the amount of attention you can devote to viable cases.

More Referrals/Cases

When a prospect contacts you with a legal situation you don’t handle (or care to handle), it’s likely you know an attorney who does. A referral partner whose name pops into your mind immediately. Think of all the referrals you’d get if your peers thought of you in the same way? That’s exactly how it goes down when you position yourself as an expert in a particular field. “The dog bite attorney” or “the lawyer for toxic mold injury claims,” for instance. Your networking partners – other lawyers, doctors, etc. – will no longer have to guess who your “anyone” is. They will know who your ideal client is because you have taken the guesswork out of the equation for them. To get business, you have to make it easy on everyone. No guesswork allowed.

More Networking Opportunities

Speaking of networking, when you begin to pursue your newfound niche, you’ll start meeting other professionals in your field. For example, if you’re looking to represent individuals with injuries from asbestos exposure, you may be connecting with construction and medical professionals in the respiratory field. These connections build your potential client pool and can eventually lead to speaking engagements at industry seminars. Suddenly, your reach goes from hundreds to thousands just by narrowing your focus!

Convinced? Great!

Find Your Niche Now!

Let’s start the niche exploration process by asking yourself the following questions:

  • What cases do I care most deeply about?
  • Which clients do I relate to or sympathize with the most?
  • Who will benefit most from my services?
  • Which area of law do I already have the most experience with?
  • If I were in a room with 200 potential clients and could only represent one, who would I choose?
  • Who are the clients that are most likely to give me positive feedback on my services?

Once you know the answers to these questions, your path will become clearer. Only then can you begin the process of validating your potential niche.

Validating Your Legal Niche

Start exploring your niche by researching how your ideal clients are searching for information online. Google’s AdWords tool is effective in identifying the terms your ideal clients are using at various stages of the buying cycle. It can also provide suggestions for similar keywords (and maybe even a new niche!).


Keyword research is also critical in determining whether your potential niche satisfies these three criteria:

  • Demand – are there enough monthly searches to justify going after the term?
  • Buyers – is this segment of the audience hiring lawyers online? If not, you will have to identify another niche.
  • Viability – are the search terms you want to go after reasonable in terms of competition? Always aim for medium to low. Otherwise, expect to engage in a costly pay-per-click campaign for the highly-competitive terms.


If your potential niche is worth the investment, it’s time to start implementing. You do this by identifying and creating the content that will satisfy your potential clients, as well as the search engines. This is the winning combination that gets you found and increases your conversions.

Remember, searchers will only click on the content that promises to answer their queries. If your online content is off-mark or misaligned with their needs, they will continue their search until they find a website that will.

Discover how We Do Web Content Can Boost Your Online Presence

Since marketing never stops, your law firm can always benefit from an online presence boost. Whether you’re just developing your niche or you’re ready to revamp your website with fresh SEO content, we can help you grow your firm as fast as the Internet does!

To get started, give us a call at 888-594-5442 or complete our online contact form to speak with our sales manager about all of the services we offer to grow your practice.