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Digital law firm marketing and digital sales for law firms

digital sales

Enough of the restless marketing and sales syndrome?

Then define your marketing and sales goals and how you want to achieve them.

To successfully market and sell your services digitally, you need not only certain technical knowledge, but the ability to use the technology correctly.
The digital world offers you the possibility to set inbound and outbound measures. The former correspond more to the classic lawyer’s philosophy of sales and refer to inquiries that are directed to the law firms by the clients themselves. Outbound measures are the direct approach to potential new – and already existing – clients. 

Finally, you must then convert the contacts you have made into sold mandates – this is known as conversion.

Due to the abundance of digital possibilities, many law firms tend to fall into the “restless sales syndrome” when their workload is low. They then try to take selective measures without any real coordination.
Law firms burn time and money without any real success. In the worst case, even self-damaging behaviour can come out if bad and contradictory content is sent out into the World Wide Web.

Together with you, we define suitable digital law firm marketing and sales measures and support you in their implementation. In doing so, we draw on our best practice experience, which we have built up since 2004. In this way, we take into account the interests of the law firm as well as the respective practice groups and lawyers.

We formulate the right message for very different target groups, especially in the digital sector.

With almost 10,000 LinkedIn contacts as proof of how good our measures work, we can show you how you can increase your social media strength in a targeted manner.

We support you in the following areas:


With a good blog you establish yourself as an authority among your target groups. With a bad one you do the opposite.

A good blog has clear titles and appeals clearly to different target groups. Good blog entries show the reader with a “Call to Action” part what the reader can achieve with this information in a next step for added value.

Do not underestimate the effort of a blog. Not only does the blog need to be updated regularly, but there must also be clear responsibilities within the law firm.

We help you to establish clear responsibilities, define target groups and select blog topics.

We also manage your agencies or internal employees during the operative implementation.

If you don’t have a partner for the operative implementation, we can also support you with our proven agencies in the production of blog content as well as in the technical implementation.


Demo tools

Show your website visitors your competence through playful elements.
For example, you can create decision trees for simple legal questions. The user can obtain minimal information by clicking a few steps.

This minimal information is of course no legal advice, but shows the user how much he needs one and that you have this competence.

At the same time, you can require email address input to use such tools, thus building a strong list for email campaigns.

We support you in planning such tools. Thanks to our best practice experience, we can help you select the areas of law that are particularly suitable for such tools.

We also support you in the content and technical implementation of the tools.


E-mail campaigns

The sending of e-mails to various law firm target groups is still popular as a marketing and sales tool. The conversion rate is between 1% and 5%.

However, especially in the GDPR era, an even more careful selection of contacts is necessary. For example, it does not make sense to contact the same person via e-mail and LinkedIn Inmail.

Addressees of e-mail campaigns must be selected strictly on a topic-related basis. For example, you can make a whitepaper on topic X available for download on your web.

Interested parties must agree to the download of your e-mail data for the sending of office marketing material with a so-called double opt-in. The user must check a box and click on the link of a confirmation e-mail.

Addresses not generated via double opt-in should be avoided for mailings. Not everyone who gives you a Business Card wants to receive e-mails.

Do not forget to select a known provider. With unknown providers you risk ending up in the spam folder. Good providers also offer to track the success of your mailings. You will find out who clicked on which messages and when.
Here too, the content must be tailored to the various target groups.

We support you in defining the target groups, creating the appropriate content, selecting the providers and implementing the mailings.


SEO Search Engine Optimization

Search engine optimization is a fundamental element of your website. The purpose of SEO is to bring your website to the top of the organic search results on Google.

Organic search results are non-payable search results and are responsible for over 51% of global web traffic. Paid search results, on the other hand, only account for 10%. The fact that only Google is mentioned here is because Google is responsible for 94% of all organic searches.

But SEO is not just about listing keywords and meta-scripts on your website. Rather, the structure, speed and language of the website must also comply with Google’s guidelines.

URL strategies must also be considered. For example, it should be considered whether flat or multifolder web structures are used. This decision goes hand in hand with the design of so-called permalinks – the concrete name extensions on your website. Smaller law firms can resort to flat web hierarchies. You can name a link for example www.lawfirm/BankingAndFinance.

Larger law firms, especially those operating in several countries, must consider whether they want to be structured, for example, by country or by area of law in the URL.

Besides this so called onsite optimization, an offsite optimization must be performed. The latter includes measures that are not implemented on your website.
Such are for example strong backlinks. These are links from websites that refer to your website. And yes, Google recognizes and punishes if you run several websites that link to each other.

We support you in the planning and implementation of SEO measures. Based on our best practice knowledge built up since 2004, we will show you which types of law firms and which legal areas are to be placed and how.


Social Media

LinkedIn & Co are very powerful tools for law firm marketing and sales. Their strength comes from the gigantic leverage of the reach of such networks.

But the danger of damaging oneself is just as great. A half-heartedly created LinkedIn profile will only bring little positive information about you to the outside world. Rather, your profile visitors think that you do not communicate in a professional manner.

Many law firms therefore shy away from using social media correctly or rely on the wrong networks – and yes, that would be e.g. XING.

Personalization of social media direct mailings, e.g. via LinkedIn InMail, has been proven to be one of the best ways to increase sales. Conversion rates of 6.1% are achieved for B2B (business-to-business) campaigns. If you now say that out of 100 personally conducted conversations, a conversion rate of 6 is very low, you are right. But if the comparison is to be complete, it’s not 100 conversations, but 100,000. And 6.1% of these are again very high.

This puts LinkedIn in first place as a network, just ahead of Facebook (4.7%) and far ahead of Twitter (0.9%). Even Google Ads score significantly worse with 3.75%. Not surprisingly, after all LinkedIn is responsible for 80 (!) % of all social media leads in B2B.

We support you in the planning and implementation of sales and marketing campaigns in social media. We define the right content for your different target groups and support you in the implementation.

We also show you how to select the right social media for the different target groups. For example, if you are more active in the private client sector or, for example, on the employee side of employment law, you need to choose different social media and strategies than, for example, in capital markets.

As a reference, please see our seminar we did for the IBA.


Target newsletter

After you have defined the targets of your target segments by name, you now need sales signals to contact the targets in a meaningful way.

A sales signal can be e.g. in the employment range, if there is a takeover and the regulations must be synchronized accordingly. Of course, the company will probably have a lawyer for the current case – but you can present yourself as a business partner for further contacts and now have given a concrete info about your qualifications.

If the existing law firm does not have a chance next time, you would already be an address for alternatives. A good contact can also lead to another conversation, from which you can offer cross-selling in the IP area, for example.

The recognition of such sales signals is done by media analysis. You can of course search the media yourself by reading e.g. two newspapers a day. However, if you want to have the greatest possible effect, it is recommended to use specialized providers.

We help you with the planning and implementation of a target newsletter. We take into account the different requirements of the firm, the practice groups and the individual partners.


Web Meetings & Webinare

Although it is often communicated this way, video interactions do not follow nearly the same rules as personal information exchange.

Video meetings are demonstrably more strenuous for everyone involved because familiar interpersonal signals are absent.

That’s why you need to prepare especially comprehensively for virtual meetings. Anything that can no longer be communicated by e.g. simple hand gestures because the screen may be too small, must be communicated accordingly.
We can help you with the planning of web meetings, web seminars and web conferences in specific legal fields.

We also support you with training and the selection of technical providers.



Websites contribute to over 75% of the purchase decision.
A website is not the equivalent of your Business Card. The contents of a good website are adapted to the different target segments of your law firm.

Clients, reference law firms, potential new employees and journalists each have different requirements.

We help you to create appropriate web structures and content for different target groups.

We will prepare a briefing that will enable web designers / web agencies / internal law firm specialists to create the website in an optimal way. In doing so, we draw on our best practice knowledge that we have built up since 2004. This allows us to quickly determine which solutions have worked best for comparable law firms.

If required, we also manage the implementation of the project for you.

If you don’t have a partner for the operative implementation, we will support you with our proven agencies also in the production of the website.