There are a number of ways that small to medium sized law firms can compete with the larger law firms from a marketing perspective. In this article we will explore how smaller law firms can gain an advantage when competing for new clients.
Law firms and their marketing budgets
It is obvious that the larger law firms will more than likely have a larger marketing budget for all areas of their marketing. This can leave smaller firms feeling like they are struggling to compete. The large law firms can afford to pour huge amounts of money into their law firm’s SEO strategies and into their online advertising campaigns but did you know there are actually a few ways that smaller law firms can win back some of this market share?
A great way for small to medium sized law firms to reach people that are searching for legal services is to use legal directories. By listing your law firm on a legal directory, you are putting your firm in front of people that are searching for a solicitor in your local area. Many of the larger law firms overlook the power of legal directories as they focus on pumping huge amounts of money into pay per click (PPC) campaigns. This can give the smaller law firms a nice opportunity to grab a share of the market.
The best thing about legal directories is that it allows law firms to be found online without having to pay the huge pay per click costs. It does not matter how many times people click your website link, email or phone number on a legal directory as you do not have to pay for every click unlike PPC advertising.
If you would like to learn more about legal directories, you might like to read this article: Why your law firm needs to be listed in legal directories.
Reviews are another great way that smaller law firms can gain an advantage over the larger firms. By requesting client reviews, you can build up your firm’s online presence and improve your law firm’s SEO strategy, as reviews have a positive impact on SEO as well.
Reviews can even improve your positions in legal directories to help you rank above your competitors no matter how large they may be. LawFirms.co.uk offers such a service where you can collect reviews for your law firm and these reviews will help your firm to rank higher across our 11 legal directories. The reviews can also be seen in search engines such as Google too so this also greatly helps to enhance your firm’s online presence and to win the trust of potential new clients. You can also display these reviews on your website too using one of our plugins so that you can impress your website visitors with your 5 star reviews.
If you would like to learn more about reviews, this article can help: Why your law firm needs reviews.
Search engine optimisation (SEO) is essential if you would like to achieve better Google results for your law firm. Whilst you have probably heard that SEO can be quite expensive, there are quite a few things that you can do to enhance your law firm’s SEO. Such things include the basics of making sure you have suitable keywords and high quality content related to your legal services.
There is even more that you can do though such as getting your law firm listed in legal directories. This has a positive impact on SEO as Google can check the details listed about a law firm across different legal directories to see if the address and contact information is consistent so that Google can determine if a business is genuine when evaluating its position for search engine results. So having your law firm listed across multiple legal directories helps to provide Google with this important information.
Another area that you can work on is your law firm’s reviews as these can also help to improve your firm’s positions in search engines. This is due to the reviews showing evidence of an active firm. If you also manage to get lots of 5 star reviews this then also helps to inform search engines that people are happy with your legal services and so this is much more likely to persuade Google that your firm belongs above your competitors.
Conclusion of how to compete with the larger law firms
From the above we have covered three excellent ways that smaller law firms can gain an advantage against the larger law firms. By focusing on listing your law firm in legal directories and gathering client reviews you will be enhancing your law firm’s online presence as well as reaching people that are searching for legal services. The activity of listing your law firm in legal directories and gathering reviews will also naturally enhance your law firm’s SEO strategy, which can also lead to better positions for your firm in the search engines such as Google.
We have also created another article, ‘how to generate more legal enquires for your law firm‘, which is also suitable for small to medium sized law firms. Please take the time to read this article too if you would like to learn more about generating more enquires for your firm.