Legal online marketing: Where do we start?

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Which law firms do marketing? The big ones, some franchises and a few more… Although there are exceptions, no one disputes that small and medium-sized firms do not have a marketing plan, let alone an online marketing plan , nor are they very likely to do so.

Some people think that since trust is the crux of the lawyer- rich people data client relationship, any online marketing strategy will not help. In conversations with good friends in the sector, it is common to hear things like “my client does not look for me on the Internet” and similar phrases. This is what David, a matrimonial lawyer, told me.

Using Google tools, my response was to offer David data from real searches that were being carried out on the Internet: "divorce lawyer Barcelona", "matrimonial lawyer Barcelona", "separation procedures", "matrimonial lawyer"... David is not attracting any of these potential clients.

On the other hand, it is becoming more and more common that when someone recommends a professional, company, product or service to us, we consult references on the Internet. First, we check their website. We want to put a face and eyes to the person recommended, to see what confidence they offer, if they have the image of a serious and reliable professional. What image will that law firm give that does not even have a website or that has a poor image?

This skepticism towards online marketing on the part of the legal profession, however, is beginning to be overcome by the crisis , because lawyers have also noticed a significant drop in their income: fees at prices unthinkable two years ago, clients who give up that monthly fee,…. It is time, therefore, to reinvent oneself and look for new paths. The Internet is one of them, wide and with many lanes and directions . Let's get started then.