Launching Your Law Firm? Here’s Your Marketing To-Do List
If you’re pondering starting a new law firm, you’re probably focused on the legalities and logistics. And rightly so.
We recommend adding “Get the word out” to your punch list. Here are some of the essential components of that admittedly broad task.
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Texas’ best legal public relations firms by the readers of Texas Lawyer.
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Defining Your Identity
Your new firm needs a clear, visually compelling identity.
Graphic Identity: This can be a simple treatment for your firm name in a particular print font, but it can also include a logo (e.g., the Nike Swoosh). You’ll also want a defined color palette and typography to give your firm a distinctive, professional look and feel.
Essential Assets: Where do you want to capture your graphic identity? In addition to your website, business cards, and letterhead, don’t forget about presentation templates and office signage.
Brand Voice: Is your firm looking to convey formality and tradition, or rule-breaking and disruption, or somewhere in between? Knowing where you stand on that spectrum will guide your communications and ensure a consistent, authoritative message.
Read more about Muse Communications’ branding capabilities.
Your Digital Headquarters
Your website is your firm's most critical marketing asset, so it’s wise to invest upfront to ensure it conveys professionalism and sophistication, is stable and reliable, and complies with State Bar of Texas advertising rules.
Content Development: Spend some time reviewing your competitors’ websites to see what you do and don’t like. That will give you an idea of which pages you want on your site and those you can live without. Broadly, your site should answer questions that prospective clients have about whether to hire you, e.g., how much relevant experience does this lawyer provide, what kinds of successes have they had in cases like mine, and what makes them different from other lawyers? Unfortunately, many attorneys are not very good at writing about themselves in a way that would compel others to hire them, so it’s smart to ask for outside help.
Search Engine Optimization: If you intend to generate business through search engine results (i.e., you’re hoping people will find you by searching for, say, “divorce lawyer Dallas”), then you’ll want to invest in “optimizing” your site so it shows up in such searches. If, however, you think you’ll get most of your work through referrals from other lawyers, current and former clients, or your professional network, SEO is less of a consideration. You still want a professional, well-written website that speaks to your clients’ concerns, but you can be less concerned with whether you’re properly meeting the needs of a capricious algorithm.
Great Photos: At the very least, you’ll need headshots for all your attorneys. Staff photos, while not essential, are nice additions. If you have a particularly photogenic office, consider some environmental shots. Group photos can be fun, but be mindful that they may not have a long shelf life, particularly if you plan on growing your firm. And let’s not forget that departures do happen, and that Photoshop has limits.
State Bar Compliance: Websites are considered advertising by the State Bar of Texas, so they must abide by the Disciplinary Rules of Professional Conduct and be submitted for approval. See “Making Sure Your Law Firm Website Complies with State Bar of Texas Ad Rules.”
Launch Management: Many a website launch has been marred or delayed by technical glitches or not knowing who has the login for the domain account. As you’re approaching your launch date, make sure you have those details locked down.
Muse Communications has worked with dozens of law firms to create or refurbish their websites. If you’re looking to build or rebuild your website, contact us for a consultation.
Connecting with Clients & Referral Sources
Next, give some thought to how you’ll let the world know your new firm is open. Here are some key tools:
Press Release: Is your launch newsworthy? If you have an interesting pedigree (for example, you were a rainmaker at a prominent firm or held a high-profile in-house or government job), your launch might be of interest to business and legal publications. A well-written press release lets you frame your narrative and put your best foot forward. But even if your story isn’t particularly newsworthy, a press release is still a great way to capture your firm’s origin story and snag a spot in the “comings and goings” columns many outlets publish.
Social Media Announcement: You’ll want to announce your firm’s opening with a social media post featuring a snazzy (possibly animated) graphic. This requires setting up pages for your firm on LinkedIn at a minimum, but you may also want to consider Facebook. Google Business Profile, while often overlooked, is a solid way to get your best news in front of prospective clients who are vetting your firm on the dominant search engine.
Don’t Forget Email: An email announcement delivered to your professional network puts your news right in the inboxes of people who already know and (presumably) respect you. And you can repurpose the graphic you used in your social media post.
Keep Up the Momentum: Plan to publish new content regularly. We recommend a new web post at least monthly and a quarterly email newsletter. For your firm’s social media pages, you can publish “evergreen” posts that promote your firm’s client successes, practice pages, attorneys, and staff.
Refresh Your Personal LinkedIn Profiles: While you’re focusing on your firm’s marketing presence, don’t forget to pay attention to the personal LinkedIn profiles of your key partners. They should all align with your firm’s branding and business development goals.
Launching a law firm isn't just about setting up shop. It’s also about establishing a thought-leadership platform that will sustain you for years. At Muse Communications, we specialize in building that enduring structure, from your initial graphic identity to your ongoing content calendar.
Let Muse Communications be your marketing quarterback so you can dedicate your time to practicing law and building the future of your firm.
Contact us to schedule your launch consultation.
Amy Boardman Hunt is all about helping lawyers find their voice and showcase their expertise. When she’s not doing that, she’s trying to find great hiking spots in Dallas. If you know of any – or you need a legal marketing muse – drop her a line at amy.hunt@muselegalpr.com.
