Talk to litigators and find your clients where they are: online and on social networks with an online presence that reflects your image, whether on your own website or on social networks.
Become more visible online, increase the number of contact channels, and speak out about your areas of expertise to assert your skills and strengthen your brand image.
Whether it is still a project, in the process of being created, or the subject of a change in strategy, a law firm must have its own visual identity. Logotype, colors, graphic charter... All the elements that constitute it must be carefully thought out to embody the values it carries with its clients and its teams while standing out from its competitors. A well-designed graphic identity must also be a communication tool and be available on all communication media, whether physical (letterhead, brochure, ...) or digital (website, newsletters, social networks...). Agencies specialized in law firm visibility exist and can assist them in developing their visual identity.
To ensure a controlled presence on the Internet, a law firm must have a website worthy of its name. This is where its teams, their specialties, and their expertise are presented. It can also host a blog that allows people to speak on current and/or relevant topics and to establish a slightly more expert position on the topics discussed. Finally, the firm's range of services should also be presented on a website: what its lawyers can do for their clients. It is a major tool for converting individuals into clients. Particular care must be taken in designing the website. Again, agencies specializing in legal professions can offer the appropriate services for its development, content and maintenance.
In addition to your website, social networks or media are relevant to be visible, heard and, ultimately, to promote your firm and its services. Under this somewhat generic term, platforms with audiences as varied as their intentions coexist: to entertain each other, to network, to expose themselves, to comment, etc. Each network therefore has its audience and investing in all of them does not make much sense. It is better to determine in advance what types of messages you want to send and to whom:
Linkedin is dedicated to professional use. A firm will be able to recruit employees or maintain a network of potential clients if it works for companies or institutions but will be less appropriate for a lawyer specializing in family law or criminal law.
Facebook remains the social network with the largest number of users in the world. Your future clients are bound to be there and promoting your firm and its services on Facebook could be a great way to make new contacts.
X (old Twitter) is more focused on short speeches with a limited lifespan. Many companies, institutions, public entities and fellow lawyers share their news there, so it is the ideal place to conduct targeted and effective monitoring.
Instagram is king when it comes to social networks. Favoring short photos and videos, sometimes articulated in “stories”, it is the platform that makes it possible to create proximity and complicity between lawyers and their audience, whether they are clients or simply curious, fans of what goes on backstage at a law firm or legal anecdotes.
Without being a social network strictly speaking, YouTube can be useful for a law firm to host its video productions broadcast on its website or social networks: corporate videos, presentations of new partners, explanations of legal points, etc.
Being present on the Internet, whether through a site or social networks, does not always guarantee that you will be visible to litigants. And all the more so when a firm operates in a competitive area or in competitive fields. It is then necessary to activate marketing levers to bring more visibility to your firm. These levers have different names depending on the environment we work in but 3 main ones can be distinguishes:
SEO (Search Engine Optimization) or natural referencing aims to improve the positioning of a website in the Google results pages on popular searches (“Paris commercial law lawyer”) by improving its structure, its content and the links that lead to it. All these improvements aim to increase the site's credibility, accessibility and authority in the eyes of search engines (mainly Google in France).
The SEA (search engine advertisement) or paid referencing, for its part, consists in occupying the first places, reserved for advertisements, in search engines thanks to an advertising network (Google Ads) making it possible to bid on searches formulated by Internet users looking for a product or a service. It is an effective tool for placing your website on competitive searches, which are difficult to reach by natural referencing alone.
The SMO (social media advertisement) looks like SEA on social networks. These allow users to be targeted according to their profiles and interests in order to place paid “sponsored” content in their news feed or between two organic contents in their news feed.
