LexisNexis recently asked a several dozen experts for legal industry predictions for 2015, which we will publish here later this week. Larry Bodine, the editor Law Practice Advisor, provided six for law firm marketing and we’ve decided to run his viewpoints as a standalone post.
Here are the first three of Mr. Bodine’s six predictions for legal marketing next year:
1The firm website becomes the sine qua non of legal marketing. A law firm website is now the essential element of its marketing. Hinge research showed that 77% of professional firms generate new business leads online. 70 percent of law firms in another survey said their website generated new matters, according to Alyn-Weiss research.
2 The rise of the review sites. Because so many consumers habitually look to review sites before buying anything, lawyers will have to pay close attention to reviews about them on Avvo, Personalinjury.com, Yelp, Google and Facebook.
3 Content marketing takes hold. Google has moved away from keyword searches and so have clients. 62% of searches are non-branded keyword searches (e.g., “Miami personal injury attorney”) and they produce an excess of junk results. 32% of non-branded searches are “long-tail searches” like “Chicago divorce lawyer for family with special needs.” These searches find on-point results from websites with content that goes into detail.
For the remaining three predictions, please visit 6 Predictions for Law Firm Marketing in 2015.