Control Your Image – Everywhere
Your Law Practice's image is critical for success, especially in attracting new clients online. Today's clients are internet savvy and are using the internet to find you, learn about your Law Practice, and read reviews about your Firm. All channels that you can use to connect with potential clients increase the potential to convert those calls into new cases and new clients.
What if the information about your Practice online is wrong?
What if your phone number is listed incorrectly? Bad email addresses? Wrong practice areas?
Incorrect information about you and your Firm online costs you money and sends potential clients elsewhere.
What is Digital Knowledge Management?
Digital Knowledge Management (also known as local directory marketing) is the process of:
Synchronizing your Law Practice information across all the information sources on the web (also called “publishers”) leads customers to your front door. This synchronization includes the broad directories (like Yellow Pages, for example) and the more focused legal-specific directories, like this directory.
You are maximizing the amount of information about your Legal Practice that each of these online business directories contains. Directory profiles should include:
- Practice areas (slip and fall, traffic accident, defamation, etc.)
- Information about you and your colleagues
- Information about your firm (including office location, office hours, and services)
- Media (images of you and your office and even an invitation video)
You are presenting your information to the public through these professional directories in the best possible way with pictures, videos, and custom content.
Why are digital information management and legal directory marketing important for my Legal Practice?
According to Google, location search has grown over 146% year over year with “near me” searches.
Mobile and desktop searches now deliver results based on your location. Search for an “injury lawyer,” and you will see lawyers near you in the results. Clients in an accident may not remember your billboard advertisement and write down the telephone number when driving, but they will click through on your telephone number in a search result when standing on the side of the road. The goal is to be that first call.
Google further analyzed these “near me” searches and found that these types of searches directly impact a business's bottom line, with 76% of users that make a location search visiting a local business location within one day.
What's even better?
Those location searches produce 28% of local business purchases!
Your clients are nearby and are searching for lawyers using their mobile devices. Don't miss your opportunity to potentially capture 28% more clients just by helping them find you.
Do people use online local business directories?
Absolutely.
People look at Yelp reviews before visiting a restaurant, consult the Yellow Pages online, and check out locations on Trip Advisor. They also research attorneys online.
Business listings in local directories get an average of 174% more search impressions than web pages. That is close to triple the traffic and even includes store pages, directory, and locator traffic.
Managing Your Firm's Information Online Matters.
Don't think online listing accuracy and completeness matter? Take a look at what your customers are saying:
Companies with complete online listings are considered 270% more reputable than companies with incomplete listings.
That is almost three times higher. Surprisingly, this statistic isn't even higher. When presented with something that appears “better” right from the start (in this instance, a fully completed Legal Practice profile), the majority of people will choose the perceived “better” choice. The saying, “Perception is the only reality,” is at play here.
Customers are more likely to visit companies that have complete online listings.
This increase in visitors makes a lot of sense, seeing that they consider these companies more reputable than companies that have incomplete listings online.
Customers are 50% more likely to buy from a company with complete online listings.
The perception of quality starts with your client's first impression. If you cannot take care of your Law Practice (by at least having complete and correct information about how to find your office), how can you take care of your client?
Complete company listings get 600% more clicks than companies with empty listings.
Would you go into an office building with boards covering all of the windows? Unless a hurricane has just blown through town, the answer is no. The right first impression makes all of the difference in client choice.
Selling any intangible service requires instilling trust in your client. Clients want to partner with a successful attorney who is an expert in their field and can represent them the right way.
Present yourself the best way you can everywhere, and don't give a potential client a reason to go elsewhere. You can visit our affiliate, LOCALSYNC, to learn more about getting more clients with local directory marketing.
