The idea of seeing clients in your office again no longer feels like a pipe dream. Instead of checking for the number of new COVID-19 infections each day, you keep refreshing the page for news on when you can get your first vaccine dose, since an increasing number of people you know, maybe even the partners in your law firm, have already been vaccinated. At least one child has already been born with COVID-19 antibodies.

It might be time to try on your courtroom pants and see which ones still fit, now that you have gotten so good at baking sourdough bread. It’s definitely time to dust off your Pomodoro timer and start thinking about productivity again. After working remotely for a year, you will want to come back to an office that runs in a streamlined way; no one will miss awkward Zoom meetings, spotty Wi-Fi, and computers glitchy from exhaustion. It’s time to automate the tasks that can be automated, including some types of legal content writing, so you can focus on the social aspects that made you fall in love with the legal profession in the first place.

What Is CRM for Law Firms?

Remember that TED talk about “eliminate, delegate, automate” for greater productivity? Customer Relationship Management (CRM) software enables you to automate a variety of tasks in your law firm, so that the attorneys and office staff can work more efficiently. The concept of CRM goes back to the days when businesses would simply keep records (on paper, of course) about their clients, including the clients’ contact information and other data that would help the business retain them as clients, such as which services the clients had previously engaged. Today, CRM software runs the gamut from free services to subscription packages that offer more and more features as the price point increases. Today, despite their reputation as glorified contact lists, the more sophisticated CRM software packages include everything from analytics to workflow management and client intake.

How CRM Can Help With Law Firm Marketing

By automatically capturing prospective clients’ contact information and tracking their interactions with your law firm, CRM can use artificial intelligence to conduct email marketing and social media marketing campaigns with little input from you. (These are sometimes called drip marketing campaigns.) The software can tell which contacts on your contact list would be interested in which email content.

CRM Can’t Do Everything

CRM can be very effective at helping you stay connected to people who have already interacted with your law firm by emailing you or filling out contact forms on your website. It cannot, however, capture the contact information of people who have not visited your site and followed the call to action to your contact page. For that, you need a regularly updated blog.

CRM Plus a Blog Is a Recipe for a Success

A consistently updated blog is an important part of any law firm’s marketing strategy. Choose the legal content writers at Law Blog Writers to use their human intelligence to create blog posts that complement the drip campaigns your law firm is running with the help of the artificial intelligence of CRM software.

Updated: May 5

Social media marketing has a high return on investment because you are simply posting content you have already made and sharing it with an audience that would not necessarily be searching for your website on Google. You can even automate your social media posts through a Client relationship Management (CRM) software; one hour of planning which content you want to post where and when, and your social media marketing will run itself for months and bring numerous visitors to your site. Making even a few videos can give your legal content strategy a major boost.

Let Empathy Be Your Guide: Focus on Client Personas and Their Pain Points

Creating a client persona, a detailed character sketch of the kind of person who will most likely engage the services of your law firm, can help you with your marketing strategy in many ways. You imagine the character as the audience for all your published communications. For example, if you are a divorce law firm, perhaps your client persona is Nicole. She is 49, has two school-aged children, and never wanted to get divorced, but her husband left her for another woman. She doesn’t earn enough at her job to raise her kids without child support, and her husband hates being pressured to pay for anything.

Why not make a video about Nicole? Focus on her pain points (being unceremoniously dumped, financial worries, conflicts over money with her ex) and show, don’t tell, how she can solve her problems with the help of a lawyer. Better yet, let real clients tell their stories, if they are willing to do so.

By making character-driven videos, you are focusing on the human side of your practice area. Even better, by focusing on the pain points of your target audience, you are empathizing with them. As an added bonus, making a long list of all of your client persona’s pet peeves is even more fun than it sounds, and it makes for an interesting, relatable video. Maybe Nicole hates the diet industry, Tik Tok, and partisan politics as much as she hates the fact that her ex-husband broke up her family and disrupted her financial plans.

“Just the Facts” Videos Can be an Effective Marketing Strategy for Law Firms

Variety is the key to successful video marketing. Ideally, your website and social media accounts should contain videos of a variety of lengths. It is even better if you balance out longer, character-driven videos, with shorter ones that present information about a law, legal process, or legal issue in a concise or straightforward manner. “Just the facts” video can just be animated text and drawings with voiceover narration, which means that they are very inexpensive to produce.

Video Marketing Works Best as an Adjunct to Text Content

Videos alone don’t persuade a client to contact you. They usually make the decision only after reading your blog. Choose the legal content writers at Law Blog Writers to produce informative blog content that will be the final step in clients’ decision to contact your law firm.

Before the pandemic, law firms used to spend a big portion of their marketing budget making sure that visiting the law office would be a pleasant experience for current and prospective clients. They hired interior decorators and spared no expense on comfortable chairs, elegant doors that opened and closed quietly, and even sometimes in fancy flourishes like water features and aquariums. In other words, they gave importance to the in-person user experience.

For the foreseeable future, most of your chances to make a good impression on prospective clients will come through your website.

Annoying Design Features Are a Deal Breaker

In 2021, even though people might have time to make sourdough bread from scratch, no one has time for glitchy websites. If your website loads too slowly, if images don’t display, or if it does not format properly on tablets and mobile devices, visitors will not stick around, even if your site is the first organic search result. Likewise, drop down menus that disappear without warning or do not allow users to scroll all the way down to the item they want will also try visitors’ patience. If your site doesn’t meet these minimum standards of user friendliness, prospective clients will move on even before they get a chance to read your authoritative content.

Looks Aren’t Everything, But …

The good news is that getting a drop-dead gorgeous homepage for your law firm costs a lot less than making your physical office space look that good. Even if the content pages have a rather plain design, it is worthwhile to invest in the first image that visitors see when they navigate to your site through a Google search. As an experiment, click on your competitors’ websites and only look at what you see “above the fold,” in other words the content that appears when you first arrive at the site, before you click or scroll. Focus on making the “above the fold” portion of your website look better than theirs.

The Role of Content

A devastatingly beautiful homepage makes a good first impression, but by itself, it is not enough to persuade prospective clients to contact you. To achieve that, you must show your knowledge and communicate it clearly. Your website should contain content that directly addresses visitors’ questions about your practice area. Ideally, that content should include videos of varying lengths, as well as a regularly updated blog.

Now About That Blog

Even if your website is a knockout beauty and eminently easy to navigate, it will quickly slight farther down the list of Google search results unless you regularly update your blog. Choose the legal content writers at Law Blog Writers to keep your blog up to date with engaging, fact-checked content that casual readers and prospective clients alike will want to read.