The notable challenge of consistently winning clients who will bring lifetime value to your firm is not new and it is still complex. The technology and the new media available for lawyers to reach a vast audience, or conversely, to target a narrowly defined niche audience, is evolving and becoming more sophisticated minute-by-minute. For those who can master the technology, the possibilities are endless. But the real answer to the question of “How do I use this new media to win new clients?” is more about merging traditional strategies and skills with these new and improved channels of communication.
How Do New Clients Find You Now?
Those seeking a qualified attorney for any serious matter still rely on referrals from friends and relatives or acquaintances with similar legal issues. Potential clients will also search the Web for lawyers in the practice area that deals with their legal issues and possibly check out bar association and other online directories that provide practice area-specific information along with lawyer credentials and ratings. If your law firm’s Web site ranks high in a Google search or appears as a link in the most prominent directories, those interested will venture there and learn more about you. On your Web site they should find your profile, including education, certifications, awards and published cases. On most law firm Web sites, visitors also view lawyer photos, read case summaries, success stories and testimonials, can search helpful FAQs and read articles on hot legal topics. On a content-rich Web site, visitors get a good idea of your specialties, level of experience, and point of view. But will they get to know you enough to trust you with their legal matter?
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