Promoting Your Law Firm’s Website This Holiday Season

Monday, November 22, 2010

With the holidays just around the corner, it is easy to put your law firm’s marketing strategy on the backburner. Despite the many distractions of this busy season, it’s important that you use this time of year to promote your law firm’s website. We’ve included a few hints below to help you get the word out about your site and make sure that clients remember your firm all year long:

Holiday Cards – Sending out holiday cards to your clients and business contacts is a marketing must. As an attorney, you have a closer relationship to your clients than many other service providers and should take the extra step to personalize each card. In these notes, be sure to include a sentence on checking out your website. If your site is new, this is the perfect time to refer clients and colleagues to it. If the site has been up a while, remind card recipients of some new content you’ve added to draw them in once again.
Holiday Events – Many firms hold holiday events for friends and clients. If you host such a gathering, be sure to feature the event on your site using the Amicus Creative Seminar Management system which allows individuals to RSVP online. Whenever you speak to your clients and referral sources in the upcoming weeks, make sure to inform them of this event and direct them to your site where they can learn more and register.
Holiday Promotions – We know that as an attorney you’re probably not selling something that can be re-gifted but that doesn’t mean that you can’t utilize some of the same strategies used by many retailers and offer discounts on your services during the holiday months. Showcase these holiday discounts prominently on your website. If you are an estate planning attorney, you might consider reducing the annual cost of your Maintenance Plan if they enroll before the New Year or if you’re a tax attorney, you might consider offering a deal on your 2011 tax preparation services. Of course, you won’t be turning the same profits but these promotions can generate a substantial amount of business during a traditionally slow time of year.
Holiday Traditions – One of the most common criticisms of attorney websites is that they lack personality. You will often hear marketing experts say that attorney profiles are too bland and don’t allow website visitors to connect effectively with the firm. The holidays serve as a great time to personalize your site. Try writing a holiday blog post for site visitors. In this post, consider including a personal story—you may discuss your favorite holiday tradition, greatest memory or perhaps even share your family’s best recipe. The holidays allow you to give your business contacts a glimpse into your personal life without compromising the professional feel of your site. Make sure that this post is also emailed to all of your blog subscribers so it receives the attention it deserves.

Traditionally known as the season to give, December is also the ideal season to promote. So this year as you send your greetings to clients, and plan special holiday events, make sure that your website is an integral part of spreading holiday cheer!