Mid-tier Yorkshire law firms are out-ranking the legal giants with their online presence. Read more about how the legal profession is adapting to change and the secrets behind the successful law firms.
Marketing Initiatives Under the Spotlight
In the run up to finding out who will survive the Government’s ‘dual contract’ initiative, the methods we use to attract new business and raise profile are increasingly under the spotlight. In the past, law firms could rely on a healthy share of clients from many sources such as duty slots, general footfall from high-street locations, word of mouth, and repeat clients. The chances of getting through the police station to the court system may arguably have been higher in the past and clients were likely to stick with the same firm for all legal needs. Solicitors and barristers co-existed with defined roles that suited both business models.
However, it’s safe to say that things have changed and the legal profession cannot remain still and expect the same return. Business models are ever-changing and employees are expected to manage many different aspects of the business.
We notice that there is a trend by firms of solicitors to link and cross-refer clients internally. Crime and Regulatory departments, for instance, are seeing the benefits of joint marketing and cross-referring opportunities with the commercial departments. The ‘Company Director Client’ may need the services of both the Criminal and Insolvency teams. The commercial client may need to be referred to the regulatory department for a Trading Standards or Health and Safety Investigations. St Pauls Chambers is proactive in attempts to connect business to business. We see the value in being the centre point of these newly formed connections.
There are many different ways to develop business opportunities and we are tasked to find those methods that suit our business and ability. We also have to learn new skills that can enhance our websites. For example, one of our clerks received training in the creation and development of WordPress sites to keep on top of our website. Many law firms and chambers are employing fewer individuals so it’s imperative that we are committed to the continued development in our workforce. Brushing the cobwebs from the training budget is necessary, and with a little investment and inspiring vision we could all have a workforce that will be responsible for increasing turnover.
Keeping a Cohesive Approach
A cohesive approach to marketing the firm as a whole is necessary but it also has to include the value of each department. This can be done very effectively with regular content being produced by the departments. Content should be directed to a central point within the firm for online publication. Having a central point enables the firm to present a connected approach between departments, with a solid brand message that threads through the content. The ‘calls to action’ and the key search terms can be added and presented in a uniform way and can be monitored more effectively if one member/team is overseeing the whole operation.
It is more important than ever for law firms to recognise the importance of their online presence and continually make the effort to update and add to their website.