Okay, so you write articles and blog posts targeted to prospective clients. You educate them about the law and procedure, what an attorney can do for them (or can’t), and how to choose the right attorney. You show them what you can do for them and why they should choose you instead of any other attorney.
That’s good. But don’t forget your other clients.
What do I mean? I mean writing for other attorneys who can send you referrals. If I’m a California attorney and need a referral for my client who has business in New York, I’m going to go online and look at New York attorney’s web sites. Yes, I want to see what you have to say to lay people but I would be even more impressed if you wrote something for me.
The same goes for other professionals who might be able to send you business. Do you do real estate closings? How about some content for real estate agents? Do you handle estate planning? Maybe it would be good to write something financial planners and insurance agents.
Anything else? Sure. How about something for bloggers and the media? They’re always looking for authoritative content for their articles. Make their job easier by summarizing key areas of the law or prominent legal trends.
These are some of your other clients. They may not be able to hire you themselves, but they can send you a lot of business. You should be marketing to them.
You have a couple of choices. You can set up separate pages on your site for these other clients or you can set up separate sites and link to them.
Okay, homework time. Choose a category of referral source for your practice and write your first article. If you’re a California divorce lawyer and you want referrals from small business lawyers, for example, write something that helps business attorneys advise their clients. Post it on your website. Then, email a link to business attorneys you know and ask for feedback. Ask them to forward the link to their colleagues.
I told you marketing was easy.
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