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As businesses learn to navigate the “new normal”, law practices have also had to pivot in the way that they connect with clients. Instead of relying on in-person advertising and relationship building, firms have had to increase their online presence in order to stay in business. The implementation of strategic digital marketing has increased the efficiency and client base for many law firms. While the pandemic will come to an end, it has become clear that this advanced approach to marketing is here to stay.
Shamil Shamilov, the lead strategist and managing partner of dNovo Group, offers some valuable advice for legal practices looking to maximize their digital presence.
At dNOVO group, we focus on web design, social media account creation and upkeep, paid advertising, search engine optimization, video production and marketing, as well as content creation. We can brand, build, and further optimize a law firm’s digital presence. While digital marketing focuses on the advertising aspect, we also address content creation, photography, PR, hosting, email, and more.
We make sure that law firms are properly represented online and work to elevate their branding, which can generate more clicks, visits, and leads. At dNOVO Group, legal marketing is our main focus. There are certain things that make our agency an expert in this specific field of advertising. For example, we understand the principles of legal guidelines and the need to highlight the firm’s services in a professional manner.
We recognize that to improve conversion, law practices need to showcase the various associations or legal credentials and local communities that they work with. We’re familiar with these groups and already have solid business relationships with many of them. If a firm is looking to get some coverage or be featured in an online legal magazine, we have existing relationships so we can help facilitate such exposure quicker and more efficiently.
Last but not least is the content-we have content writers that specialize in writing for lawyers. They already understand the specific tone and phraseology that results in optimal lead generation.
Like retail businesses and restaurants, law firms have also been forced to navigate pandemic-related changes and challenges. Digital marketing is at the forefront of helping all of these businesses carry out their operations so that they can remain open.
We’ve noticed that the arrival of COVID-19 really accelerated the level and speed of the implementation of technology within law firms. Many have started a wider implementation of tools like DocuSign, online appointment booking, and Zoom for virtual consultations. The pandemic has propelled firms to integrate more technology into their day-to-day operations.
Some types of lawyers have experienced a decline in business. For example, personal injury lawyers have noticed a slowdown since fewer people are commuting to work. This has reduced the amount of motor vehicle accidents, which is great for drivers yet has had an impact on a number of related industries.
I have also become aware that criminal lawyers have had a pause in business, leaving them concerned about the future of their firms. Because of the pandemic and suspended hours of operation, a lot of legal proceedings have been postponed to a later date. There are fewer people reaching out for legal representation now as their court dates have been deferred for several months.
Other than growing their web presence, how else have law firms pivoted their services to increase their client base during the pandemic?
Some lawyers and law practices have rebranded, highlighting their services that have become more popular and in higher demand during the pandemic. These include firms that specialize in family or employment law. We’ve seen family lawyers pivot to online consultations and promote their services to those dealing with family issues caused by the pandemic.
There has been a spike in divorces over the past year as couples have been spending a little too much time together. Lawyers have been capitalizing on that as well.