The How-To Guide on Digital Marketing for lawyers and law firms
“The Internet is becoming the town square for the global village of tomorrow.” -Bill Gates
Bill Gates’ prophecy has come to be true. Today, everyone has access to any information they want - they can learn anything, contact anyone, build a business brand and carry out business transactions, all from the comfort of their couches. The Covid-19 pandemic showed how indispensable connectivity is for maintaining businesses. Today, when marketers are spending more on digital ads to acquire new customers, there is no exception for lawyers or law firms to position themselves in a way that helps them attract more perspectives online.
Online marketing is one of the most difficult tasks when it comes to the legal sector in India. According to Rule 36 of the Bar Council of India, advocates are prohibited from soliciting work or advertising, both offline and online. There is almost complete disallowance of advertisements by advocates. Be it through circulars, advertisements, interviews, newspapers, or interviews. They will be liable for misconduct under Section 35 of the Advocates Act, 1961.
Quoting the law, “An advocate shall not solicit work or advertise, either directly or indirectly, whether by circulars, advertisements, touts, personal communications, interviews not warranted by personal relations, furnishing or inspiring newspaper comments or producing his photographs to be published in connection with cases in which he has been engaged or concerned. His sign-board or name-plate should be of a reasonable size. The sign-board or name-plate or stationery should not indicate that he is or has been President or Member of a Bar Council or of any Association or that he has been associated with any person or organization or with any particular cause or matter or that he specializes in any particular type of worker or that he has been a Judge or an Advocate General.”
However, according to the 2008 Amended Rule 36 of the BCI, lawyers can publish contact information, professional and academic qualifications, information related to enrollment, and area of specialization and area of practice on their websites. The good news is that there’s still scope for lawyers and law firms to enhance their digital presence, raise awareness of their firms, and generate new business opportunities.
- Website
Lawyers in India can showcase their services on a website by mentioning their names, contact details, professional qualifications, and areas of specialization. However, the law prohibits firms and advocates from publishing their pending case information, solicitation as well as rates and prices. Websites of top law firms usually display a disclaimer prohibiting solicitation and advertising. It helps to publish awards and recognitions to establish credibility. Importantly, show off your expertise and ability to meet client requirements through content marketing, video marketing, and blogging regularly on issues related to practice areas. Finally, include ways to get in contact easily, through a live chat or consultation scheduling.
- Search Engine Optimization (SEO)
Having a website is not enough. Owing to the competitive nature, carrying the website on top of the search engine results is important for potential clients to find and connect with your company. Apart from crawling your site data efficiently, if you want your website to appear in a search engine, you need backlinks so that a resource finds your content valuable enough.
- Blogs and online magazines
Long-term blogging and publishing articles, research papers, and reports on eMagazine can be extremely beneficial. These platforms can get you loyal readerships, potential clients, and attention of the right kind. Organize your thoughts and remember to write for your clients. Introducing novel arguments and perspectives to untouched issues can help build authority and trust with your potential clients. Some of the top Indian law blogs include Lawctopus, iPleaders, and Bar and Bench.
- Social Media Presence
In a landscape with more competition, content, and network, now’s a perfect time for fine-tuning social media strategy for everyone. But in the Indian context because of stringent BCI law, law firms cannot advertise their services on social media. However, lawyers can make the most out of social media. One of the ways to do this is by establishing thought leadership. Express views, drive discussions and create conversations that encourage others to get involved. Share content that is informative, educational, and interesting in various formats. Building a reputation on social media takes time, but gradually users will begin to recognize the content you are sharing and will start to associate you with it, enhancing your personal brand.
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