Speaking to Lawyers Weekly, Automio founder and chief executive Claudia King said she “regularly” sees law firms making a number of “big mistakes” when it comes to their marketing and websites.

“One mistake I often see is when law firms outsource their website’s management, instead of having the capability in-house. You lose the ability to move quickly and act fast because everything needs to be communicated to third parties that don’t have the same buy-in in the business. There’s so much you can do on your website to make sure it stays updated and relevant to the world your clients live in,” she reflected.

“Another common mistake I see is when law firm websites focus too much on themselves and the different areas of law they practice. This is only relevant to lawyers – not clients. Clients care about their problems, not the areas of law that you practice. For example, clients are not going to ask for help with employment law. They are going to ask you for help because they got fired.”

How COVID-19 has made things worse

The global pandemic has “undoubtedly amplified” the need for lawyers across the board to be able to better service clients online, Ms King mused, meaning that law firms have had to reimagine their client interactions and modes of service.

“They need to provide more access and choice and provide fast delivery, value, and satisfaction that exceed their client’s expectations,” she noted.

A head-in-the-sand approach – whereby one puts digital marketing on the “nice to have list”, will see boutique law firms “losing brand loyalty, customer referrals, reviews, and other critical opportunities to drive their firm’s profitability”.

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“It might seem daunting to start – but there is so much information and software available to help,” she insisted.

Steps to take

When asked how best boutique law firms can practically ensure that their websites and digital marketing approaches are up to scratch as we enter a post-pandemic marketplace, Ms King said that if one’s clients are starting to respond to the rapidly growing world of digital services, “is it not foreseeable that clients will begin to demand you do, too?”

“The increase in online communication and information isn’t going away (or slowing down). The first step is to get your website set up to communicate with clients remotely and capture leads,” she said.

“The next step is to invest in marketing and communication. It will add a lot of value in the digital space, and once you get going, you won’t ever look back!

“Build a great website, use images that show your personality, use a copywriter that can articulate the value you bring and the problems you solve for clients, and provide multiple communication channels for your clients.”

Moreover, Ms King said there are other practical ways that such firms can complement their websites and make broader investments in the viability of their businesses moving forward.

“Provide yourself and staff with the means to work remotely. Invest in defining your niche or ideal client and then communicate it on your website. Create blogs and other useful content to solve problems or answer your ideal client’s questions online. Invest in document automation, as automation leads to considerable savings in time and resources and ensures high-quality content making it easier to review and manage documents. And, add tracking to your website to see which marketing activity has the most significant impact for your firm,” she suggested.