Not sure if you knew this or not, but lawyers aren’t exactly the most beloved professionals in our society. You’re generally distrusted, and people are very hesitant to engage with you (as marketers, we know how that feels because we’re right there with you).
However, lawyers need to establish trust quickly. Otherwise, you risk losing business to a competitor that did so just a little bit better. Here are 4 ways you can easily make a good first impression and establish trust.
1. Have a great-looking website
If people reach your website and find something straight out of 2004, they’re going elsewhere. Your website needs to look great, but it also needs to be easy to navigate and clearly explain who you are and exactly how you help people. If people can’t clearly understand how you help them within the first few seconds of their arrival on your website, you’ve likely lost their interest.
2. Give away lots of information
Gone are the days where you hoard your expertise and charge for everything. In this content-rich era, those who give away the most usually end up on top. By providing free information—on blogs, videos, whitepapers/ebooks, and more—you position yourself as the expert fully capable of helping people solve their problems, especially when they realize that their problems are far too daunting to try to solve themselves.
3. STAY IN TOUCH!
The biggest mistake firm owners make is that they fail to stay in touch. Have an email newsletter that goes out to ALL of your contacts regularly. This is going to be your #1 driver of referrals.
4. Be active on social media
Another way to stay in touch is to be active on social media. There are five primary platforms where almost every social media user hangs out: Facebook, Twitter, LinkedIn, Instagram, and TikTok. You need to maintain an active presence on at least 3 of these networks. Post some sort of knowledge nugget every day. It will position you as the expert, show people you’re engaged and active, and makes a great first impression to people doing their initial research on your firm.