Web Marketing for Lawyers

One of the reasons I enjoy going to my dentist is because of the rapport he has with his assistant Margaret; they’ve worked together harmoniously for years and it shows in their everyday interactions. Somehow her faith in him gives me the same.

This should be true of you and your staff in the law firm as well. How you interact with the people who work for you and how they behave toward clients will affect how those clients perceive your firm. Your staff are an important part of your marketing strategy, because if they present a poor image, no matter how professional you are yourself, clients will not leave with a good impression and you may lose their business.

Remember that all of your employees are ambassadors for the firm. The way they answer the phone, greet long-term clients, and even talk about your company to their friends will affect your reputation and your image out there in the world.

You should let your staff know that they are responsible too for marketing the firm, and that you appreciate the part they have to play. Explain to them why it is important to be courteous and helpful to clients. Allow one of them to do research on a client’s industry, so you are not the only informed member of the team. Make them feel involved. Find out the background of the people who work for you. For instance, the receptionist could be a budding writer in her spare time. If she has writing skills, let her use them to help write client newsletters or marketing letters to clients.

Recruit a staff member to gather information about clients’ birthdays and then mail cards and even cake or flowers to those people with whom you’ve worked the longest. It also wouldn’t harm to hold a meeting on a regular basis to discuss marketing. Bring all their ideas and your ideas to the table. Spend some time looking at the competition. What does their website look like? What are they doing to attract clients that you’re not?

Discover your employees’ hidden talents. For if you don’t ask, you don’t get. And it may well be that Bob, your administrative assistant, is just waiting in the wings to show his prowess in the marketing arena. Don’t underestimate your resources. It’s a common mistake of highly educated people; they think they can handle everything on their own, particularly when it comes to promoting their business. Don’t make that same error in judgment.