Wednesday, March 25, 2020
As the COVID-19 crisis sweeps the nation and the rest of the world, attorneys will be a valuable resource in the weeks ahead.
The coronavirus pandemic will have a dramatic impact on individuals, families and businesses. The potential for bankruptcies, family conflict, personal injuries, employment-related disputes, and other controversies means that lawyers must stand ready to serve their clients and the community at large.
As businesses big and small shut down by decree or choice, the natural tendency is to scale back marketing investments. For practicing attorneys, however, it is crucial to stay the course with your marketing efforts.
Because potential clients are now more likely to find your law firm through a Google search, it is important to develop timely and relevant content that delivers value to clients and prospective clients alike. Be mindful that legal issues don’t stop with health scares; there are new concerns:
Although potential clients may have raised similar issues in previous consultations, internet usage is soaring. So creating blog posts and content centered on these and other issues can help to address those concerns.
Whether you are still working from your office or operating remotely, it remains crucial to continue communicating with colleagues in the legal community as well as your clients. Now that conferences and trade shows are off the table, social networking is a critical component of a legal marketing campaign. Social media not only allows lawyers to reach clients, but Twitter, Facebook and Linkedin help to make attorneys more approachable.
In short, social media can help to establish you as a thought leader in the legal space and also enable you to directly engage with potential clients. Ultimately, clients need to place their trust in you during the pandemic; engaging clients on social media will allow them to share their struggles with you.
Other ways your legal practice can deliver value is to offer potential clients affordable payment plans and hold webinars on common issues that are hitting home for many. Ultimately, sharing webinars, blog posts and practice area content on social will help to drive organic traffic to your site, which can lead to conversions.
If your practice is still operating from your office, clients must be assured that you will provide them with a clean and safe environment during the coronavirus crisis. One way to do so is to write a blog post for your legal website outlining the steps you are taking to ensure their safety and that of your staff as well. Key points to highlight include:
You might also consider sharing this post with your current clients via email so they, too, have peace of mind when it comes to future meetings.
In the contemporary legal landscape, a well-conceived marketing strategy will allow potential clients to find your site on the search engines and prompt them to engage your services. As the COVID-19 pandemic unfolds, they will have confidence in knowing that your law firm will meet their needs. Now, more than ever, digital marketing campaigns are indispensable for practicing attorneys.
At Zola, we are doing our part to flatten the curve with a scaled-down office staff and the rest of our team working remotely. Time will only tell when the coronavirus will peak and things return to “normal.” Until then, we intend on continuing to provide lawyers with elegant websites, comprehensive digital marketing campaigns, state-of-the-art legal practice management software, and exceptional client services. Please reach out to us today to learn how we can help your law firm navigate the COVID-19 crisis. Let’s get through this together.