According to American Lawyer Media statistics, the largest 100 legal firms spend an estimated $9-10 million dollar annually on business development and marketing for their business. The second 100 largest companies spend nearly $3 million per year. It is not unusual to see some of our nation’s smaller law firms with six-figure investments into the development and marketing for their legal business. These days a substantial amount of that budget is allocated to your legal firm’s website—and for good reason.
Your Budget/Your Team
Some in the business will tell you that you need one full-time marketer for every thirty or so attorneys in your firm, or that you should allocate from 2-6% of your gross revenues to business development and marketing, and, in general, these can be good guidelines. The reality, however, is tied less to the size of your firm or your budget, and more to where your firm sits when it comes to market share. Keep in mind that “lawyer marketing” is really just marketing—for lawyers. You must learn how to read your market and establish an effective marketing plan, most especially when dealing with the Internet and your firm’s lawyer website.
Market Factors
If you are wondering just which market factors you should consider when building the business development and marketing plan for your firm, the following are good, basic, guidelines to consider—both for internet websites and non-internet marketing as well:
- How long has your firm been in business? While most of us expect we will spend more on marketing in the first few years in order to get the law firm up and going, the reality is that it takes money to make money, and where law firms are concerned your marketing budget will likely go up proportionately each and every year.
- Who is your market? Personal injury, family and criminal laws spend considerably more money on development and marketing costs. This rule translates into website planning as well.
- Is there something new in your firm that you’d like to announce to the world? How about a new partner, a new practice group, a firm merger, or a decision to target a particular industry? A website blog, or a Facebook or Twitter page is the ideal way to spread the good news.
- Where do you envision your firm being in five years? Your firm needs to have a goal, a path, and a plan.
- And perhaps the trickiest of all—look around—what is everybody else doing? If whatever you are doing is working fabulously—keep it to yourself! And unless you see another business that is wildly successful—ignore everyone else. It can be counterproductive to religiously peruse other law firm’s websites looking for that elusive, magical formula that makes instant success. Study your own business and hire great people. Spend the necessary amount of money, but make sure you get the right amount of bang for your buck.
Thank goodness the stigma associated with attorneys actively generating media coverage has all but disappeared. Legal publications abound, and legal reporters at newspapers and business magazines are practically stalked by law firms of all sizes seeking media attention. There are plenty of internet attorney directories online; do your research and make sure you are spending your online dollars productively.
Your Law Firm’s Website
In order to achieve a dominating presence across the internet, you need to become recognized, through your website, as an authority within your particular area of the law. The internet has changed everything about marketing attorney services, and as such has become incredibly competitive. In order to rise above your competition, you will need to create not only a dynamic website, but one that is chock-full of unique content. Lawyer website marketing is a completely different animal than it was even five years ago. Changes come quickly, and you must stay on your toes to be competitive.
Website Design
The ultimate website design will be geared toward increasing the chances that your firm’s ideal client will contact your law firm first. Your attorney website should be presented in a professional way that conveys experience and reliability. The bottom line on your website is whether or not your potential client takes action after surfing your site. You only have one chance to make a lasting impression on your law firm’s website, and most people will make a decision regarding whether or not they want to continue on your website in the first few seconds—never forget that presentation is everything.
Free lawyer website coaching calls available by calling (769) 218-6099 hassle free assistance.
Tags: Guaranteed Success in Legal Marketing, Legal Marketing Using Your Law Firm’s Website
