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There is still a place for the independent law firm and many smaller firms are increasing profits year on year. So, what are the methods you should be using now to grow your practice?

Existing clients

The easiest way (and cheapest) way of acquiring new instructions is to maintain dialogue with clients when they conclude their current transaction. Email marketing software is inexpensive and many services provide ready-made content.

Clients rely on ‘recommendations’ when choosing a solicitor, but this falls down if people cannot remember the firm they last used.

In addition to a monthly email newsletter, include one-page legal information sheets about different aspects of your service with client letters. And ensure you have a full range of brochures for each of your services to support quotations and to cross-sell in meeting rooms. A website does not supersede the need for brochures.

Do all that you can so you never hear your clients say: “I didn’t know you provided that service.”

Website

If your website is not producing up to half of your new instructions each month, you are missing huge opportunities to grow your practice. Whether you run a commercial law firm or a private client firm, the first place people go to find out more about you (or to find you in the first place) is your website. If this is lacking in meaningful content and is still only five or ten pages long, you can never expect it to produce new clients. However, if you write articles about your legal services on a regular basis and add these to your website, Google will send you more visitors in time.

There are myths about legal websites:

• You shouldn’t have too much content on each page. In fact, you need at least 400 words on each page for Google to be able to send visitors to your website. Break up the page with headlines, sub-headlines and bullet points.

• A website must be perfect before it goes live. Not true. When it comes to marketing, build momentum.

• You cannot win private or commercial clients from your website. Yes, you can.

Once your website is live, the most effective methods for attracting more visitors is using Google Adwords (pay per click) and search engine marketing.

Advertising

Many firms run ads in local newspapers for ‘brand awareness’, which is almost impossible unless you’re a household name. If your logo and firm name are at the top of your ads, change them.

Start with a headline about the service you are promoting (only ever promote one aspect each time). Then explain how you will provide the best service for your clients’ needs, focusing less on your firm and more on your clients. At the end, make a time-limited offer, or to call for more information.

Testimonials

Although they are not a form of marketing, testimonials do convert more potential clients into new instructions. Most firms have only three to six testimonials on their website. I suggest 1,000 at least. Clients have more choice of service provider than ever these days.

Areas to avoid

For TV, radio and national print to work, you need millions in the budget. And directory advertising is heading the same way as the dinosaurs. Also, social media has one purpose when it comes to law firm marketing: to prove you are a real business to Google. You can achieve this by posting updates to Twitter, LinkedIn and Facebook.

The only consistent way to win new instructions online is by having a well-maintained, regularly updated and engaging website.

Bright future

There is a bright future ahead for the independent law firms that take regular and consistent steps to market their practices. The crucial aspect is automating the marketing systems once in place. Success will come when you find the right suppliers and staff to support you.

Nick Jervis is a non-practising solicitor and MD of Samson Consulting

(Further reading: Most commentators expect that there will be significant consolidation of the private client market in the next few years. Mark Brandon explains how small firms can rise to the challenge here)