4 tips for driving holiday traffic to your law firm

The holiday season is a time when friends and family gather, give thanks, and celebrate. It’s also traditionally a quieter time at many law firms, when the number of incoming inquiries and active cases slows. Many clients prefer to put off dealing with their legal issues until the hustle and bustle of the holiday season calms down. At the same time, the reality is many legal issues can’t be put on hold.

This is why it’s important for your law firm to stay top of mind for clients in need during the months of November and December. One way to take action is by flexing your firm’s holiday spirit. From adding a seasonal twist to your branding to including specific terms in your paid advertising campaigns, the holiday season can be the ideal time to drive engagement and traffic to your law firm.

Here are four marketing strategies your firm can try for the holidays:

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1. Create holiday-specific content

While the holidays are often heralded as a joyful time, they are also prime time for traffic accidents, DUIs, and child custody disputes. The resulting legal issues that arise need to be promptly addressed. Remind potential clients that your law firm is here and ready to help by creating blogs and social media posts that speak to the types of issues your clients may be dealing with this time of year.

Timely topics can include: 

• What to do if you’re injured at a holiday party 
• What happens if you’re involved in a traffic accident in a crowded parking lot 
• What steps to take if a co-parent doesn’t honor a holiday custody arrangement 

You can get even more mileage out of these types of blogs by sharing relevant statistics and snippets on social media to engage potential clients. Additionally, creating helpful Facebook and Instagram content like “3 tips for co-parenting through the holidays” or engaging polls asking people to share their favorite holiday tradition can help boost your firm’s visibility.

2. Embrace the holiday spirit in your branding

Infuse your law firm’s brand with holiday cheer, like tweaking your logos to incorporate bright colors or adding a festive banner to your website’s homepage with a special holiday message. Another way to connect with clients this time of year is to show your firm’s human side by creating short videos and posting them on your website and social channels. These types of videos don’t need to be of high production quality, either. Simply grab your phone and record a “Happy Holidays” message from your law firm team. You can even provide short, simple, and straightforward legal tips or advice about a legal topic — and remember to sprinkle in a little seasonal flavor.   

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3. Utilize paid advertising wisely 

To appeal to clients in need during the holidays, your firm may also want to consider making adjustments to your existing paid advertising campaigns. For pay-per-click (PPC) ads, simple headline and copy adjustments can make your ads more relatable and targeted to clients at the right time in their legal journey. For example, a personal injury law firm could amend PPC copy to include terms like “Holiday travel traffic accidents” while a family law firm could include terms like “Holiday child custody disputes.” 

4. Avoid over-marketing during the holidays  

It can be exciting to incorporate festive themes into your firm’s brand but be sure not to go overboard. Be strategic and thoughtful in your holiday-themed approach by planning and mapping out the specific marketing tactics you plan to employ. Next, consider what messaging is appropriate for each tactic or channel and take care to craft content that’s appropriate and tasteful. Always be mindful of balancing the cheer with empathy and professional integrity, as the last thing you want to do is to turn off a potential client by making light of a serious legal issue.

No matter the season, FindLaw’s legal marketing services are always primed to help your small or solo law firm engage and connect with clients in need. Subscribe to our newsletter to learn how we can help your grow your practice today.  

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