January 29, 2021 Practice Points

How to Market Your Family Law Practice During COVID-19

Some tips to attorneys trying to connect with new clients.

By Rita M. Aquilio

The pandemic has created certain challenges for lawyers seeking to market their practices. Since in-person events are not going forward at this time, this Practice Point is intended to provide tips to attorneys trying to connect with new clients.

  1. Increase your online presence. Since web traffic has increased substantially during the pandemic, focus your efforts on your online visibility. Take a good look at your firm website. Is it up to date, with interesting content and current information? A website should have solid content, current photos of the attorneys, and an easy to navigate format. Your website should also be accessible from a smartphone as well as a desktop or tablet. Many people are searching for lawyers on their phones and you want your website to be able to accommodate that search.
  2. If you already blog, blog more. If you don’t blog, start. Blogging leads to new clients. Try to blog at least once per week if your schedule permits. Keep it straightforward, simple to understand and clear. Many potential clients search by topic and if they are led to your website, that blog could lead to a consult and a new client retainer.
  3. Look at your marketing budget. Carefully consider where to spend your marketing dollars. Your website and your blog are a good starting point. Will you hire a full or part time marketing person to create content, ads, and other marketing needs? Focus on digital marketing, as print ads are becoming outdated, especially during these times.
  4. Engage with potential new clients on Facebook and Twitter. Many social media users are finding their attorneys via Facebook ads or Twitter. It is important to have a social media presence, announcing a speaking engagement, donation to a local charity by the law firm, thought or question of the day with a legal slant, and so on. Enlist your marketing professional to assist with increasing your visibility and social media presence.

While navigating the intricacies of practicing law during a pandemic may be daunting, marketing yourself and your practice can be straightforward if you keep these simple tips in mind. 

Rita M. Aquilio is an attorney with Lawrence Law in Watchung and Red Bank, New Jersey. She is also cochair of the Litigation Section’s Family Law Committee.

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