Upgrade your legal directory strategy
Last Updated: February 8, 2024
In decades past, attorneys at small law firms relied heavily on tried-and-true advertising tactics including telephone books and the Yellow Pages. Today, legal consumers readily turn to the internet to not only research their specific legal issues, but also to find and learn more about attorneys who can help them resolve those issues. While the mode legal consumers use to search for an attorney has changed, the general method has remained largely the same – albeit on a much more robust and digital level.
Today, legal consumers frequently use online legal directories to find an attorney. In fact, according to the most-recent U.S. Legal Consumer Needs Survey, 31% of legal consumers said they visited an online legal directory. When it comes to capturing the attention of these potential clients, is your law firm missing out?
Our new guide, Advantage you: Using legal directories to enhance your practice, discusses the many advantages online legal directories provide – for both legal consumers and attorneys. The guide also delves into some of the different types of legal directories and provides practical advice for why inclusion in one versus another may be more advantageous.
Why are legal directories important?
Most people who encounter a problem want a quick and effective solution. However, when it comes to something as important as amending an estate plan or resolving a child custody dispute, the solution must also be sound and credible. This is a major reason why legal directories are so popular. A law firm's inclusion in an online legal directory automatically provides a certain level of authority and denotes a sense of trust.
Additionally, directories offer a one-stop platform that provides factual and streamlined information about numerous law firms in a format that is easy to access, understand, and navigate.
Finding a legal directory that fits your needs
From a search perspective, not all legal directories provide the same benefits or level of exposure. When it comes to choosing where to invest your firm's marketing dollars, it's important to understand how legal directories rank in terms of brand recognition – with legal consumers, and search clout – with search engines.
Legal directories like FindLaw.com and LawInfo.com were among the first to achieve mainstream success. Because of this, search engines give these sites a lot of authority. For you, that translates into more legal consumers seeing your listing.
Legal directories can also be used to appeal to niche audiences. For example, Abogado.com provides an excellent way to market and appeal to Spanish-speaking legal consumers, while SuperLawyers.com provides attorneys who have earned that distinction a way to showcase and promote their achievements.
How to tailor your attorney directory listing
Today, online legal directories are as varied and diverse as the legal consumers they aim to attract. And it's easier than ever to customize and tailor your directory listing to meet your firm's needs. Online directories like FindLaw.com and Abogado.com, allow you to include information and details about your firm that can set you apart from competitors. In addition to including basic practice area and contact information about your firm, you can build out your listing to include client reviews and testimonials, as well as links to articles and videos on your firm's site – providing opportunities for potential clients to quickly research and learn more about your firm.
Having the ability to highlight your firm's unique attributes, offerings, and achievements can help you attract and connect with people who have immediate needs.
Maximize your ROI through regular maintenance of your lawyer directory profile
Keep Your Listings Optimized
Optimizing your law firm's listings in legal directories is essential for standing out in a crowded market and attracting potential clients. An optimized listing not only improves visibility but also engages and converts viewers into clients. Here's how you can optimize your legal directory listings effectively:
Update Regularly: Ensure that all information in your listing is current and comprehensive. This includes contact details, areas of specialization, and any changes in your firm's staff or location. Keeping your listing updated signals reliability and attentiveness to prospective clients.
Highlight Specializations: Clearly state your areas of expertise and any niches within your practice. Use specific terms that potential clients might use when searching for legal assistance. For example, instead of "personal injury law," specify "bicycle accident claims" if it's a focus area for your firm.
Add High-Quality Images and Videos: Visual elements can significantly enhance your listing's appeal. Include professional photographs of your team, your office, and any relevant legal resources. Videos, such as attorney introductions or client testimonials, can provide a personal touch and build trust with potential clients.
Detail Your Achievements: Mention any awards, recognitions, or certifications that set your firm apart from competitors. Highlighting these achievements can enhance your credibility and make your listing more compelling.
Continue to Encourage Reviews
Positive reviews are a powerful tool for building trust and credibility in your law firm. They can influence potential clients' decisions and enhance your firm's reputation in legal directories. Here's how to encourage and leverage reviews effectively:
Ask Satisfied Clients: Don't hesitate to ask satisfied clients to leave a review of your services. Consider sending a follow-up email after a case concludes, thanking clients for their trust and inviting them to share their experience online. Make the process as easy as possible by providing direct links to where they can leave their reviews.
Respond to Reviews: Engage with clients who leave reviews by responding to their feedback. Thank reviewers for their positive comments and address any concerns raised in less favorable reviews professionally. Responding to reviews demonstrates that you value client feedback and are committed to continuous improvement.
Showcase Positive Reviews: Feature select positive reviews prominently on your website and in your marketing materials (with the clients' permission). Highlighting these testimonials can persuade potential clients to choose your firm over others.
Monitor Your Online Reputation: Regularly check your listings in legal directories and other review sites to stay informed about what clients are saying about your firm. Use this feedback to make any necessary improvements to your services or client care practices.
Take the next step with legal directories
Legal directories provide an easy, affordable, and effective way to get in front of legal consumers who need your help. Learn more about how inclusion in a legal directory can benefit your firm and which one may be the right fit by downloading our free guide, Advantage you: Using legal directories to enhance your practice.
