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This is the time of year to especially enjoy family and friends.  However, set aside some time over the holidays to plan some goals for your law practice in 2014. Don’t wait until January.

Sally Schmidt has an article on today’s Attorney at Work that outlines some 2014 goals and strategies that may just help you and your firm in the coming year. She talks about four areas to focus on, and I wholeheartedly endorse her marketing and business development suggestions:

  • Increase your personal interaction. This is vital to any practice. Visit clients (off the clock) particularly your key or “crown jewel” clients. I wouldn’t limit the number of visits, however.  Rather, I would visit as many as possible, since such visits often lead to immediate new work.  Nor would I limit my visits to clients only.  Include important referral sources as well.  Further, I would plan to have coffee or lunch with at least one client and/or referral source every week.  I very much like Schmidt’s suggestion to “send at least one personal note a week,” but make sure it is handwritten, including the envelope.  Finally, email interactions (other than for communicating about a client matter, especially if it is a client’s preference) should be a last choice.  Better to communicate by phone or in-person;
  • Provide better client service.  In today’s competitive environment, this is a no brainer. Not only does it lead to more work from happy clients, but valuable referrals to new clients. Unhappy clients do not come back or make referrals; in fact, they’re more likely to say bad things about your services and their experience with your firm.  Better service means keeping clients informed about their matter and returning calls almost immediately, if not sooner.  If you can’t do so, empower someone else to call the client back and inform them of when you will personally be in touch;
  • Look for opportunities to raise your profile. This might include more writing and speaking, and responding to blog posts and social media discussions, particularly on LinkedIn; and
  • Work on your credentials.  Polish your elevator speech(es) – short, succinct explanation(s) of what you do to “help” clients achieve their goals. It shouldn’t begin with “I’m a lawyer….” but rather that you “try to resolve (fill in the blank) problems on behalf of (types of clients/businesses/industries)”; and revise your bio to include up-to-date information about your experience on transactional matters or cases (without identifying clients names without their permission).

Be prepared for the new year. As Benjamin Franklin is quoted as say: “By failing to prepare, you are preparing to fail.”

In the good olde days, “legal services” was consider one word.  And it meant the legal product(s) produced by lawyers; that is, the complaint, contract, employment agreement, closing documents, etc. etc.  In other words it was all about the “legal” and had less to do with HOW the legal “services” were delivered or how the client was treated.

It comes as no surprise that that is no longer the case.  Moreover, we are part of a mature industry, and in a new normal in how lawyers ply their trade.  One reasons is that there are too many lawyers.  According to a ranking of the Top 50 law schools by AboveTheLaw.com blog, only 54% of 2012 graduates have full time, bar required jobs, and that only 10,000 of the 60,000 jobs lost in 2008 have returned.

In addition, in today’s mature market there is greater competition among law firms and between firms and non-legal providers (tax accountants, financial planners, and software), not to mention off-shore law firms.  Other factors such as lower realization rates, and alternative fee arrangements are all impacting the legal marketplace.

Thus, it is vital to hang on to the important clients you already have.   Your key or “crowned jewel” clients, if you will.  Believe me, what and how “services” are delivered has everything to do with keeping them.  Bottom line:  the services aspect of legal services is even more critical today.

Clients expect greater service and value. What are a few of these expectations? Meeting (or exceeding) deadlines, being responsive, excellent communications, no surprises, and, yes, some freebies – e.g., CLE, no charge for short phone calls, photocopying (major litigation/transactions excluded), and even some free advice.

So, what’s a firm to do to get on top of and ensure they are providing good client service?  Here are three suggestions:

  • Seek feedback – before (to meet expectations), during (to see how things are going), and after (to see how things went and what could be improved) an engagement;
  • Improve communications – ask clients how and how often they want to be communicated with and about what (e.g., status reports, consultations, developing issues, etc., and whether by memo, email or telephone); and
  • Visit clients (off the clock) – to learn more about their business/industry, what concerns are keeping them up at night, etc.  This shows you are truly interested in the client’s business and, it just so happens, often leads to immediate new work.

If your firm provides quality client services, you will not only continue to get their work, but obtain new clients when they tell others about the quality of your legal (product) and services.

Okay, you had the best of intentions after the summer to gear up for the fall and winter months ahead, right? But, you didn’t get around to it, right? Well, two “rights” don’t make a wrong… it just means that you procrastinated. Join the club.

However, it is time to give serious consideration to what you are going to do to develop business in 2011, RIGHT?!! I hope so.

My friend Stacy West Clark had an article in The Legal Intelligencer in September (published again on Law.com’s Small Firm Business) that provided 10 items you should consider in putting your law firm’s marketing plan together. Her suggestions are just as valid now as they were in September, and mentioned below are the ones I like best; and strongly urge any plan to focus on these first in developing a 2011 plan.

They include:

  • Make a list of key clients and referral sources, and assign contact responsibilities to specific attorneys;
  • Plan to uncover client satisfaction by seeking feedback (via short written survey, telephone or in-person interviews) at least from your important clients;
  • Visit clients at their place of business;
  • Find ways to spoil your top clients; and
  • Focus your marketing efforts and dollars on your “superstars” where the return will be the greatest.

There is more, and I commend the article to your reading.

Stacy West Clark wrote an article entitled “My 2007 Holiday Gift: Advice From Top Marketing Consultants” that appeared in The Legal Intelligencer on December 18. What she did was ask 10 marketing consultants for a marketing or business development idea she could provide to her readers.

The topics submitted by each include:

  • Give so you can receive (Sally Schmidt)
  • Visit Clients (yours truly)
  • Fix up your web site (Deborah McMurray)
  • Don’t waste marketing dollars (Andy Havens)
  • Focus on your own market (Susan Saltonstall Duncan)
  • Spend 200 hours on marketing (Larry Bodine)
  • Have a plan (John Remsen)
  • Happy Birthday, client (Elizabeth Lampert)
  • Meet face to face (Sylvia Coulter)
  • Keep what works secret (Micah Buchdahl)

Some good advice there. Well, except for one maybe. To read what each of the above had to say, download the article here.

Enjoy and Happy Holidays. I’m planning to spend more time with my family over the holidays, and won’t be back until January 2, 2008, so HAPPY NEW YEAR  as well.

Search Engine Optimization (SEO) has been touted for years as the cornerstone of digital marketing strategies. The promise is enticing: get your law firm to the first page of Google, and the leads will roll in. But the reality is more complicated. Even if SEO lands your website on page one, it doesn’t inherently deliver qualified leads. Visibility alone doesn’t equal conversions, and focusing solely on rankings might leave you disappointed with the results.

The Problem with SEO as a Lead-Generation Strategy

SEO has significant limitations when it comes to generating quality leads. To begin with, the competition for prime real estate on Google’s first page is fierce. Hundreds of law firms in your area likely target the same keywords, vying for a spot in an ever-shrinking space. Even if you succeed in ranking, the landscape of Google’s search results has changed dramatically. Between AI-generated summaries, local map packs, and featured snippets, fewer users are clicking through to organic listings. Many simply skim the AI-generated answer or engage with the top three results, leaving your site unnoticed even if it’s technically “visible.”

More critically, SEO doesn’t inherently filter for quality. Appearing in search results might bring traffic, but that traffic doesn’t guarantee relevance. A search around “estate planning attorney” made by doesn’t mean the prospect lives in your jurisdiction. You risk attracting unqualified inquiries without clear and compelling content on your website to guide them. Additionally, SEO is a passive strategy—it waits for potential clients to find you rather than proactively targeting the right audience.

While SEO can play a role in your broader marketing efforts, it’s not enough. The accurate measure of success isn’t just getting more eyes on your site; it’s about attracting leads ready to engage with your firm and convert into clients.

How to Generate Qualified Leads

Qualified leads are the backbone of sustainable growth. These are prospects who not only find your firm but also need your specific services and are ready to take action. To consistently generate these high-value leads, you need proactive, targeted marketing strategies that go beyond the passive nature of SEO.

Social Media Ads: Facebook, Instagram, and LinkedIn Social media platforms offer unparalleled targeting capabilities. Facebook and Instagram ads can target individuals going through life events, such as a recent marriage or car accident, making them ideal for estate planning or personal injury practices. LinkedIn, on the other hand, is perfect for B2B-focused practice areas like corporate law, allowing you to target professionals by job title, industry, or company size. These ads also allow for direct lead capture through forms embedded in the ad, simplifying the process for interested prospects.

Lead Magnets: These are e-books, checklists, or guides—offered in exchange for a prospect’s contact information. For example, a family law attorney could provide a downloadable guide titled “What to Expect During the Divorce Process.” These tools attract individuals actively seeking help and allow you to follow up with them directly. Lead magnets build your email list and position your firm as a trusted authority.

Landing Pages: Unlike general website pages, landing pages are designed with a single purpose: conversion. By focusing the messaging on one specific service or audience, landing pages help filter out unqualified visitors. For instance, a personal injury attorney might create a landing page targeting workplace injury victims with a clear call-to-action like “Schedule a Free Case Evaluation.” These pages are particularly effective when paired with targeted ads.

Drip Campaigns:  Most people aren’t ready to hire immediately after their first interaction with your firm. Drip campaigns, a series of automated follow-up emails, keep you top-of-mind as they move through their decision-making process. For example, an estate planning attorney might send sequential emails detailing trusts versus wills and real-life examples of how they’ve helped clients. These campaigns nurture leads, build trust, and position your firm as the obvious choice when they’re ready to move forward.

Combining Strategies for Maximum Impact: The most effective lead-generation strategies combine these tools to create a comprehensive system. For example, a social media ad might direct prospects to a landing page offering a free guide, adding them to a drip campaign that educates and engages them over time. This multi-touch approach ensures you’re visible and actively building relationships with prospects who are the right fit for your firm.

Why Quality Leads Matter More Than Rankings

The goal isn’t just to be seen—it’s to connect with the right people. Qualified leads convert at higher rates, bring in better cases, and are more likely to refer others to your firm. By focusing on targeted, proactive strategies, you can bypass the limitations of SEO and build a lead-generation system that delivers actual, measurable results.

Stop chasing Google rankings and start attracting the clients who matter most. Spotlight Branding helps law firms create marketing strategies prioritizing quality over quantity. Contact them today to learn how they can help you build a sustainable pipeline of qualified leads.

Do you have a LinkedIn profile?

If so, when did you last update it? Share an article? Comment on a colleague’s article or post? 

If the answer is ‘“It’s been a while,” you’re not the only one. Too many professionals create a profile because everyone else in their field is on LinkedIn, and then leave it. The problem is that the platform is more than a static virtual resume. When used properly, it can attract clients and recognition from your peers. Here are some ways that you can stand out on LinkedIn and make connections that pay off.

Tip #1: Upload a Professional Photo

Although this may seem obvious, you’d be surprised how many people upload inappropriate profile pictures to LinkedIn (or none at all). Use a clear and high-quality photo that shows your entire head, neck, and shoulders. If necessary, hire a professional photographer.

All LinkedIn profiles have header images that serve as a backdrop for your headshot. You can replace the default image with your firm’s logo, a picture of your office, or an image associated with your industry.

Tip #2: Create an Engaging Profile

The first step in completing your profile is to write an engaging headline. Explain what you do and why you stand out. For example, if you practice construction law, your headline could be something like “Attorney representing builders and developers in unique and prominent urban building projects.”

The next step is to add your contact information and tell your story. In the “About” section, explain what you do in clear and concise sentences. You want to make it easy for those visiting your profile to understand why they should choose you for their legal needs. 

Finally, list your past positions and accomplishments in the “Experience” section. Resist the urge to provide a few simple bullet points; you want to go into detail about the jobs and career milestones that made you the skilled professional you are today.

Tip #3: Personalize Your URL

Upon creating your LinkedIn profile, LinkedIn will assign a URL that includes a string of numbers. It will look something like https://www.linkedin.com/in/kathy-smith-246b6b52. It’s hardly memorable, but it’s easy to fix: you can find the option to edit your URL when you go to your profile. https://www.linkedin.com/in/kathymsmith is a lot more professional and memorable.

Tip #4: Update Regularly

Make it a habit to update your profile regularly. The changes don’t have to be huge – a link to an article you’ve recently read or written or a commentary on a recent change to something in your field is all it takes to keep your profile active. Of course, if you win awards or any other kind of recognition, LinkedIn should be the first place where you announce it!

Conclusion

Keep your LinkedIn profile up-to-date at all times—you never know what opportunities may be waiting for you. When you take these steps to stand out, it won’t take long for your efforts to yield new opportunities, important connections, and profitable relationships.

Believe it or not, there is much more to digital marketing than search engine rankings. And while SEO has a place in the marketing world, SEO has long been positioned as the magical solution for online growth when the reality is far different. Marketers have tricked business owners who don’t truly understand how SEO or the internet works into believing that being on the front page of a Google search will automatically result in a flood of new business.

But that’s a myth. While there is a place for SEO, there are many online marketing functions that are more important than SEO. This article will highlight five of them and explain why they have more impact on your business than where you appear on a search result.

1. Developing a Clearly Defined Brand

Why did you become a lawyer in the first place? Did you open your own firm because of your entrepreneurial spirit, to make a ton of money, to help people in need? What do you do differently that sets you apart from every other attorney in your city?

How effectively you brand yourself goes a long way toward determining the success of your firm. Being “just another lawyer” in your city isn’t going to work. The internet allows customers to conduct more research on their options than ever before. You need to brand yourself as THE expert in your city and stand out from the crowd. You need to make yourself so memorable and attractive to your target clients that they view you as the ONLY choice for their legal needs. 

2. Having a Website That Highlights and Reinforces Your Credibility 

Does your website reflect your expertise and make you look like the credible professional that you are? A website is like the digital version of your physical office. You’re probably not working out of a derelict shack, so why would you allow your website to be the digital equivalent? 

If you’re spending the majority of your marketing budget on SEO and your website looks terrible, you could actually be doing more harm than good. Sure, being on the front page of Google is nice, but if hundreds of people are arriving at a bad website, they’re likely to go somewhere else and you’ve lost out on their business.  

3. Forming a Solid Networking Strategy

The internet is great, but it’s not a magical place that immediately sends eager clients to your door. You still have to get out there and build relationships in your community. Referrals are the best way to grow your business, and your marketing presence should support your networking and referral strategy. 

What’s your strategy? Are you active in local business groups like BNI, Rotary, or the Chamber of Commerce? Look for speaking engagements, too. If there’s nothing in your area, start your own monthly event to bring people together. 

4. Attracting the Right Clients

While SEO has the potential to drive additional traffic to your site, unless it’s done by someone who knows what they’re doing, you’ll likely get a lot of irrelevant traffic to your website. We’ve seen SEO tactics that would bring in hits from the other side of the country from people who aren’t even relevant to the client’s practice area. If the goal is to increase website traffic, then SEO has done its job. But if your goal is to get qualified prospects through your door, SEO alone won’t get the job done.

While the higher number of website visitors looks impressive, the results are meaningless unless they translate to new clients. Alternatively, by building referrals and having an online presence that brands you as the expert in your community, you’ll attract the right kinds of people that you want to do business with.

5. Implementing an Unforgettable Follow-up System 

People are busy. If you’re not following up and checking in on past clients or referral sources, chances are they’re going to forget about you and what you do. Having a system in place where you can remind people of what you do and how you can help them not only provides an extra touch of customer service, but it contributes to the growth of your business.

The easiest way to do this is by having a monthly or bi-monthly email newsletter. Social media is great too, as you can create daily touchpoints with those in your community and people already connected to your firm. Both of these methods remind people of who you are and what you do.

Over the last couple of years, engagement on LinkedIn has been booming. According to its parent company, Microsoft, the platform got so popular in 2021 that its overall revenue jumped 36% in the fourth quarter alone. And it hasn’t really slowed down since.

This is great news for you, because more people using the platform to connect professionally and nurture business relationships means more potential eyeballs on your content — which will generate leads, referrals, and ultimately revenue. 

To cash in on this popularity, you need to level up your LinkedIn game. Here are three tips to help you go that extra mile on your personal and business pages. 

1. Maximize your connections

LinkedIn shares your content to all of your connections on the platform, so the more you have the better! To beef up your list, try exporting your contacts from your email. LinkedIn will automatically search out accounts with those email addresses and make growing your contact list easy. 

2. Take advantage of the LinkedIn Publishing Platform

Did you know you can write and publish blogs directly on LinkedIn using the article publishing tool on your home page? You can even use images and hashtags. This is a great secondary spot to store your content and get more visibility with your network. Your blogs will appear on your profile, further positioning you as the expert.

3. Host events with LinkedIn Events

Yes, that’s right—you can host events and webinars with live-streamed videos right on LinkedIn. It’s even easier than setting up a Zoom meeting, and it’s another great way to show off your expertise, nurture your connections, and add value for leads and clients following you on the platform. Visit Business.LinkedIn.com/marketing-solutions/linkedin-live for all of the details. 

LinkedIn is also a great way to find and attract talent. According to Business Insider, roughly six people are hired through LinkedIn every minute. Whether you want to strengthen your network, convert leads, or grow your team, this is a tool you can’t afford to overlook.

Before you read anything else, visit our friends over at Spotlight Branding, schedule a consultation, and pay them for marketing service. Did you do it? Probably not. You haven’t gotten anything out of this article yet.

So then why do so many lawyers use social media as nothing more than a digital billboard that constantly tells people to call their office? And so many of you wonder why social media doesn’t work for you.

The impetus behind content marketing is to provide value to your audience before asking for anything in return. (Sometimes you won’t have to ask at all.) When you do this, you build trust and nurture relationships, which are components of long-term success. By sharing educational and useful information, you attract and engage people, making them more likely to choose your firm when the time is right. 

The Power of Giving 

Giving is a central piece of content marketing. Your content should share valuable information so future clients can solve problems and make informed decisions. This could be through blog posts, videos, newsletters, or social media content. You position your business as a helpful resource by consistently providing valuable content.

Continuing to give valuable content keeps your audience engaged and builds loyalty. When people see that you consistently provide helpful information, they are more likely to return to your website, follow your social media channels, and open your emails. This ongoing engagement strengthens their relationship with your firm.

Consistently putting out blogs, resources, videos, and other content helps prospective clients understand how your firm is uniquely positioned to resolve their legal issues. It also enables you to build loyalty and retention with clients you have previously worked with—who can also refer you to their friends, family, and colleagues. 

The internet completely disrupted the way customers research products and make purchasing decisions. Historically, companies relied on traditional sales and advertising tactics such as TV and print ads or face-to-face relationship building to drive sales. Seth Godin referred to this as interruption marketing. But the internet has made information broadly available so people can do their own research without needing to engage directly with an organization unless they want to.

The Right Time to Ask 

After consistently giving value, asking people to book a consultation is appropriate. When you read blogs, you will notice that the last paragraph is when someone is trying to sell you something. By the end, your audience trusts you and is more likely to respond positively to your request.

Content marketing is important today because it reaches clients who do their own research. Compelling content motivates prospects to learn more and ultimately convert. Create a content strategy that supports your firm’s overall marketing plan. A content strategy typically includes audience personas, topics, channels for distribution, and a publishing schedule. 

How About Now?
Now is the right time to ask. If you got any value out of this article about content marketing and would like to continue this conversation with us, we would be happy to do so. We’ll discuss how we can write blogs, create social media posts, make videos, and create educational and value-based content for your firm.

Nearly every business claims to provide great client service—maybe even you make that claim (though most consumers don’t rate law firms particularly high on that scale). However, the ability to provide that level of service versus just promising it depends on a number of factors. Foremost is a great client experience. Let’s take a closer look at 5 tips that can help your firm exceed expectations and thrive no matter how tight or competitive your market.

Tip #1: Develop a Client-Centric Culture

In a client-centric firm, everyone strives to provide an exceptional experience. This includes a friendly voice on the phone, quick responses (more on that below), and exceptional products or services. For law firms, this might include free consultations, complimentary ebooks, and a website that speaks to its intended audience. 

Tip #2: Easy Communication with Rapid Responses

When clients want to reach you to book an appointment, ask a question, or even express a concern, how easy do you make it for them? Are your contact details available on a clearly labeled section of your website or do visitors have to go looking for them? The easier they are to find, the more you’ll come across as a firm that cares.

Proactively offering different ways of communicating with your firm is also important, especially after hours. You can provide customers with options such as email, Facebook messenger, an FAQ page, chatbot, and telephone support during business hours. Whichever options you offer, make sure you respond by the next business day at the very latest. For some queries, you can use automation for immediate results.

Tip #3: Show You Value Feedback

Asking for feedback is essential to ensuring satisfaction. Not only does it show that you’re willing to listen, but the responses can help you better understand the experience people are having with your business. Just make sure you act on what you’re told: by learning more about their experiences, you can improve the strategies that serve you well while discontinuing the ones that don’t.

Tip #4: Personalize the Client Experience

One of the best ways to ensure customer satisfaction is to personalize the service experience. Analyze each client’s history with your firm and recommend solutions for their specific needs. You can even send them a personalized “Happy Birthday!” Little gestures like that can mean a lot.

Tip #5: Show Them How You’ll Help Them Succeed

Telling prospects how you will assist them along their journey (especially after the main job they hired you for is finished) while explaining the next steps is a surefire way to keep them satisfied. Your clients will know exactly what to expect from you and how to contact you for help if needed. For example, great family lawyers offer support and guidance on getting back into the dating scene after a divorce or tips for coparenting with a difficult ex–spouse.

Conclusion

Consumer expectations are higher than ever. As clients become more empowered, their experience becomes even more important. In fact, clients with the most positive experiences spend 140% more and stay loyal for up to six years. A great experience strategy on your part can make a positive impact on customer loyalty, retention, and revenue growth.