Family Law Marketing: 10 Ways Small Firms Can Get More Clients

Is your small law practice getting edged out by larger firms? Are you looking for a way to set yourself apart from the competition? There are more than 1 million lawyers in the United States, and most of them work for firms that have less than 100 employees.

So how can you develop a family law marketing plan that will stand out? If you're looking for great legal marketing tips, this article's for you. There is a wide variety of ways to do outreach and attract new customers.

Marketing doesn't have to cost a lot of money or time. In this article, we'll give you 10 ways that you can get more clients. We'll also help you get started with the newest law firm marketing strategies.

1. Focus on Time Management

Time management is a skill that everyone in your firm should master. If your lawyers are spending too much time on paperwork and aren't answering the phones when clients call, it could spell disaster.

Clients want their lawyers to be available by email, chat, or phone during normal business hours. They want to feel like they're a priority. If you're having trouble getting to the phone in time, you might want to hire a phone answering service.

When clients call and get a live person on the phone, they feel like they're important to your firm. Ask your staff to set aside an hour or more each day for client phone calls.

If they're pressed for time, it might be time to enlist a paralegal or admin staffer to do some client outreach. What's most important is that your clients are getting enough attention.

2. Get Out Into Your Community

Great legal marketing doesn't have to be difficult, but it's best done in person. Try to find local events where your staff can meet with people one-on-one. You might visit career fairs or local colleges, just to meet new people.

You can offer free consultations to new clients: just 15 minutes of your time could garner you a new long-term client. If you focus on family law, you can do some outreach to local therapists and family counselors.

Another option for getting out into the community is to host a fundraiser for a local charity. You can offer a weekend getaway or another memorable prize, which is a good way to raise awareness of your law firm.

You could also have "business card drawings," which is when people put their business cards into a fishbowl or other large container. The person who wins gets a free service from your law firm.

3. Start a Newsletter

Without taking too much time away from your practice, consider writing a brief newsletter every week or two. You can do it via email, and your newsletter doesn't have to be very long.

You can include a link to a local news story or a national one. You might focus on strange law cases or high-profile crimes. Try to find an interesting article, and then put in your views on that case.

Even if you only put out your newsletter once a month, you're keeping your firm front and center in your clients' minds. You don't have to do a ton of outreach, but just make sure it's effective.

4. Optimize Your Website

Optimizing your website is extremely important in this digital era. If computers aren't your thing, you might want to outsource this stage of your law firm marketing plan.

Optimizing a website means a few things. First, your website should have a blog because they draw people to your website. Those blogs should have "key phrases" in them that people are searching for online.

If you have a family law practice, one of your blogs could include the phrase "best family law practice in Denver." When you've inserted the key phrases, your website should rank higher in Google search results.

Again, don't worry if computers aren't your strong suit: you can find a local company to optimize your website and write your blogs.

5. Monitor Online Reviews

You might not realize that you're fighting a losing battle. If you're doing great outreach and improving your website, you should be getting more clients. If you're not, you may have several negative online reviews to deal with.

It's always best to be polite and direct when responding to negative reviews. Apologize for the client's bad experience and offer to make it right, if possible.

Above all, maintain a professional demeanor when you respond. It's always better to show that you're willing to fix the problem, which can draw more clients.

6. Manage Your Reputation

In addition to responding to negative online reviews, you might want to look into reputation management. It's something all of your staff can help with, and it's an investment in your long-term success.

You can dedicate a section of your website to positive client testimonials. If you can have a few clients make video testimonials, that would be great.

The goal is to create as many positive reviews as you can, which will help clients make their decisions about who to hire. You should also have a section of your website that talks about your commitment to keeping clients' personal information secure.

7. Invest in Client Relationships

Any small law firm marketing plan depends upon building customer relationships. If you can, consider taking one of your clients out to lunch once per month. If you can do it more frequently, it could help you build return business.

If you have a major client, try to learn about their field of business. You don't have to go to conferences but talk to them about their business and personal goals. They might be able to make referrals for you to their friends, colleagues, and family.

You can also join a "business to business" organization like your local Kiwanis Club or Lions Club. You'll be able to network and draw more business to your firm.

8. Take Advantage of Free Marketing

There are a few great ways to take advantage of free marketing for your law firm. Look online for a law firm guide and include your firm. You shouldn't have to pay to be included in the top online guides.

You can also post your firm's contact information on local bulletin boards, both online and in stores. Sometimes, all it takes is a business card to connect with a new client.

Finally, your clients themselves are great sources of free marketing. Whenever they come in for a meeting, try to make sure they're taking your business card or marketing brochure.

9. Host a Yearly Retreat

Once a year, take your staff for a weekend retreat. Discuss what's working about your outreach efforts, and what could be improved. Offer small seminars about time management, in-person marketing, and creating referrals.

If everyone's too busy for a retreat, you could have your meeting over dinner or even a weekend lunch. It's vital to make sure that all of your staff, including the administrative team, is on the same page when it comes to client care.

You can offer monthly workshops about marketing and outreach. Make sure that your employees are handing out their business cards and using attractive documents for their clients.

Whether it's a stock certificate or a will, make sure that all of your documentation is neat and properly bound.

10. Build a Local Network

Every law firm business plan should include marketing and outreach. A good plan should also include local connections, including the competition. You can have a friendly meeting with a competing law firm, just to show your good faith.

Meeting with competitors can also be useful because they might have a different specialization. If you can build trust, they might tell you about their marketing plans. That way, you can make sure the two of you don't target the same demographic.

Talk to local business owners about referrals. They might be willing to feature your business card or recommend your law firm to their customers. It never hurts to ask, and you could gain long-term clients from very little work.

How to Get Started with Family Law Marketing

There are so many good options for family law marketing that it can be a bit overwhelming. To prioritize your marketing plan, always start with your website.

Your website is going to be the way that most of your clients find you. Your first step should always be to optimize your website and make sure your contact information is on every page. Put in the right key phrases and describe your firm for new clients.

Branding is a process, so it's important to combine marketing strategies. You might be surprised at how effective joining a local organization can be. You'll make friends who will definitely give you referrals, and you'll have a good time.

See if your local news station can do a segment about your firm. Any mention in newspapers, online publications, or on television should give you a good boost.

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