Conquer the Online Legal Market: Mastering Reviews, Video & AI
The online marketplace has evolved heavily for law firms and attorneys. As an attorney you either have to adopt quickly or be left behind. Today’s digital landscape is more competitive than ever, and it is driven by a surge in digital advertisng costs (they are almost 26% higher than ever). Much of it stems from an influx of law firms competing forthe same potential clients. A positive has been the uptick of consumer engagement. The numbers don’t lie; there is a massive uptick in impressions and leads when it comes to the legal world.
A big factor that is influenceing potential client decisions is your online credibility. When it comes to a service as personal and important as legal representation, clients want to have very affirming assurances that they are finding the right advocate for their issues and needs. 20% of consumers look at over 10 reviews before deciding on representation, and probate prospects (which account for about a third of that) are even more meticulus. 20% of criminal defense clients feel a five star rating is esstential, and over half of those looking for a lawyer who specializes in personal injury read at least 5 reviews. Astonishingly, 64% of family law clients focus on the substance of those reviews.
If your practice does not have a perfect rating, yes there is still hope. Many potential clients do value free consultations, even overlooking a not so great rating. Consumers are also savvy, looking for recent improvements in a firm’s score, rather than an overall picture. As we have stated before, encourage clients to leave testimonials, and engage with the feedback to showcase your level of care. This genuine attention helps not just attract new clients, but also assists in maintaining longstanding relationships with your community.
Video marketing is the big push nowadays, and for good measure. Short form video from TikTok or YouTube Shorts (even Instagram Reels) is an ingenius way to connect with prospectives and also let individuals get to know you at your core. YouTube alone has seen a rise in impressions by 254% in the last 3 years! Clients like to see and hear a potential attorney, while also having their frequently asked questions answered. Focus on instilling videos on your website as well, whether it is in on the About You page, attorney bios, and FAQs.
With the rise of AI, you have to utilize it’s power to assist in prospective clients’ search online. Optimizing content and highlighting up to date information is way to assist with your SEO strategy, and make intake a 24 hour ability, rather than one stifled by a 9-5 schedule. Ultimately, you have to take advantage of the online field as it can not just be beneficial for your business, but also will strengthen your credibility. Being great is not enough anymore, but being competitive is.