Communication 2/2 – Means of communication

You have defined the commercial offer that suits you and will allow you to differentiate yourself. The challenge now is to make it known using all the means of communication at your disposal.

Like evoked previously, the lawyer can today communicate more, provided that he respects the rules of the profession. These are summarized in the vademecum of the National Bar Council, for more details: http://encyclopedie.avocats.fr/GED_BWZ/107763592594/CNB-2016-03-17_Ru_Communication-des-avocats-Vade-mecum[Version-2016-03-16][P].pdf

My intention here is not to draw up an exhaustive inventory of lawyer solutions. My ambition is rather to encourage you to set up sequenced communication by using the different channels in a hierarchical manner, so that you can use them in order of priority.

As soon as they are established, most lawyers rush to create their own website. In my opinion, this should not be their priority! To be successful, a website requires reflection and a relatively significant investment: definition of a graphic charter, writing texts, taking photos, etc.

Resist the incessant canvassing to which you will be subjected! Especially if these are subscription offers which will ultimately turn out to be very expensive... Being present on the web is essential, but you are not obliged to opt for a website from the start.

Be referenced on the Internet to be reachable

At the start of your installation, the priority is to be reachable. In 2020, most of your customers will prefer the telephone; more than 8 out of 10 customers in my case.

Once your telephone line is activated, you will be able to list yourself in professional directories. Most are free: that of your bar, of course, that of the CNB portal (www.consultation.avocat.fr), the essential Google my business and always the Yellow Pages.

If you haven't already done so, be sure to complete your SEO with the creation of a LinkedIn profile.

On all these media, take care of your image. Your profile must be complete, illustrated with a recent and professional photo, your information and schedules will be provided and up to date.

Stand out from the crowd and assert your legitimacy

Referencing your own website will be time-consuming and expensive. On the other hand, you can quickly emerge on the web by writing in-depth articles. You will publish them on different sites which will be consulted by litigants (and some colleagues) looking for advice: Village de la Justice, JuriTravail, the CNB website, etc.

These media have the advantage of being free. Thanks to your LinkedIn profile, you will easily relay your publications to reach more people. Obviously avoid “duplicate content” which would penalize you in terms of SEO: only publish each article on one site.

A lawyer's reputation is also established online: do not hesitate to ask your clients to leave a positive review, particularly on your Google page.

At this stage, if you want to create a website, a showcase site is more than enough. It is one to two pages, including your presentation and the means to contact you.

Earn new customers on the Internet

Do you want to accelerate your development? I'll give you other tips, to adapt to your activity of course, depending on the time and resources you can devote to it.

First, it may be interesting to enrich the content of your website: more pages, with more details on your areas of activity. It is also a good time to invest in targeted advertising based on keywords on search engines (“adwords” campaign).

Sending a news letter to your clients can give your firm even more credibility. To save time, it can include the content of your latest articles by adapting them to your contacts.

Become known outside Internet : " he who comes out comes out »

Not everything is played out on the internet and fortunately. It is important to invest “offline”, to meet people, develop your reputation and gain new customers.

Register for legal access hotlines to meet your clients. Join professional networks that suit you and that will create new opportunities. Meet entrepreneurs, association or political leaders, depending on the law you practice.

If you like to transmit, give courses to the faculty. Your concrete vision of law can help more than one student to understand sometimes hermetic subjects. Preparing for lessons will stimulate you intellectually. And as sometimes, in giving, we receive, you are not immune to meeting wonderful people, why not future interns/collaborators or future professionals who will need your services…

Finally, do not neglect meetings between colleagues, because mutual assistance can prove to be an asset in many circumstances.