There are many simple law firm marketing tactics that will help you get more business in, but they all come at a cost in time or money. Many cost you virtually nothing. But the key one below could be exceptionally useful. These tactics will be of use to all regulated probate firms, solicitors, CLC and CILEX (and if you offer a competitive or specialist probate service, we need to hear from you).The important thing is that the cost of marketing is not more than the variable cost of providing the assistance needed by the client. No point in taking on extra staff if the income they will bring in doesn’t at the very least cover the cost of employing them, providing the space and facilities they need AND makes a contribution towards the overheads. The concept of contribution is often missed: if you have 10 employees who cover their own variable costs, plus 10%, and the contribution above that is profit.Even better is using spare capacity where any income over the cost of stamps etc swiftly becomes pure profit.I will go into more detail in a minute, but assuming you sometimes have spare capacity, you can provide a good well-priced service in the probate-related area and you don’t mind making a contribution to OUR overheads if we introduce a client to you and you successfully complete some business, why not give Steve a call on https://www.theprobatedepartment.co.uk/contact-us-for-probate-help?We have enquiries about contentious probate, IHT planning, 1975 claims, overseas probate, probate for non-English speakers – you name it, we get it. You have no need to accept any case that we might offer you – taking cases when you are too busy to provide decent service is a great way to be taken off our panel! Cost is clearly an important issue in our referrals, but if you offer specialist services which are better than others or not otherwise available, we can understand that.
More marketing ideas on how to get more probate business, in no particular order:
- Assuming your staff are prepared to spend a minute a week each to boost your business, ask them to share a new page on your website each week, and maybe suggest that page. If they aren’t, maybe you need new staff!
- Testimonials – obvious, but underused. Flaunt them. Always ask satisfied clients for them. Keep a book of them in reception, and copies on the webiste (all with permission of course!) Video testimonials are easy on smart phones and ideal on law form websites.
- Website – update regularly with good SEO, clearly targetting the area you work in, which could be local or international.
- Have you tested the access speed with Pingdom and Google and GT Metrix – why not delegate a PA to test a rotating series of pages at the very least once a month, preferably your money pages, and your key landing pages (and someone in your organisation should know which ones they are – don’t assume external designers will fully understand. A pretty website is not enough!
- As you are not allowed to approach people, you have to get them to approach you. Why not demonstrate your expertise with a free guide, in exchange for adding them to your newsletter list (what, you don’t have an email newsletter?)
- Do you ask your clients for referrals as well as testimonials, if they are pleased with your work.
- Do you have a quiet way to discount services when you have spare capacity?
- Do you keep in touch with existing and past clients – virtually free if it is an occasional email marketing solicitors newsletter, just to stop them from forgetting that you exist?
- Top or potential top clients – what special treatment do you offer them?
- Are your clients and prospective clients aware of ALL your services which might be relevant to them, or their contacts?
- Do you take advantage of social media? A youngster in your organisation could probably help at minimal cost. Even if you just get all your staff to share a page a month, you will be streets ahead of the competition! Tagging your loyal customers, brand evangelists, or even neighboring companies and vendors on social media can broaden the organic reach of your business to a new potential audience, help you grow your following, and potentially even attain more clients. You should also encourage your followers to tag your social media handle or business location in their posts.
- Have you got a free Google My Business account? Is it updated regularly, do you ask for reviews? It is a key local tool.
- Apply for Business Awards.
- Regularly publish good useful content on your website and social media. Re-use the content in video format on your YouTube channel (black mark if you don’t have one!) Instagram etc.
- Which of your clients or neighbours could you team up with for joint promotions?
- Make sure your content doesn’t go out of date – re-writing and updating is far quicker than starting from scratch. Find out which pages get the most visits and work even harder on them, not forgetting to link to other related pages.
- Could you teach a class at the local college? Run webinars?
- If you have the right skills, networking events can be very productive, but only if you actively work the room (can’t stand it myself!!)
- Social Media contests or giveaways.
- Your suggestion….
Feel free to add your suggestions in the comments!
Key Marketing Tactic for probate lawyers
Get introductions from us, if you qualify. Pay only on results. Use us when it suits you. Call Steve on https://www.theprobatedepartment.co.uk/contact-us-for-probate-help. SRA Guidance on Advertising
Unsolicited approaches (advertising) to members of the public
Status
This guidance is to help you understand your obligations and how to comply with them. We may have regard to it when exercising our regulatory functions.Is the intention of paragraph 8.9 of the Code for Solicitors, RELs and RFLs to impose a blanket ban on all advertising by solicitors?No, advertising to the public is permitted, subject to certain conditions. You must also consider your wider obligations under applicable law. Of particular relevance here are the General Data Protection Regulation (UK GDPR) and Privacy and Electronic Communications Regulations. There is some useful guidance on the ICO website.Paragraphs 8.9 and 7.1(c) of the Standards and Regulations prohibit unsolicited approaches to members of the public which, even if permitted by law, may feel unwelcome or intrusive.Paragraph 8.9 of the Code of Conduct for Solicitors, RELs and RFLs says:
You do not make unsolicited approaches to members of the public, with the exception of current or former clients, in order to advertise legal services provided by you, or your business or employer.
Paragraph 7.1 (c) of the Code of Conduct for Firms applies the same standard to firms.This means you cannot make direct or specifically targeted “approaches” to members of the public in person, by phone or via other means which target them individually.In all cases we expect you to give particular weight to the circumstances and position of the person contacted.
What is allowed
Specifically, you are allowed to advertise your services to the public so long as this is done in a non-intrusive and non-targeted way.This means, for example, that you may place an advert on the radio or TV, on billboards, in a local newspaper, online or on a social media platform. None of these would be considered to be intrusive as they do not constitute approaching members of the public on a targeted or individual basis.Sending leaflets to people’s homes is allowed, but only under specific circumstances whereby the distribution could not be considered to be targeted – for example you may send leaflets to all homes within a large geographic area, but may not selectively distribute leaflets to only specific homes or individuals based on wider information you know about them.
Example of prohibited advertising
Firm A identifies from online media a list of people who have recently been involved in a major road traffic accident. The firm sends them a letter saying that it can help claim compensation.We would consider this a breach of our standards as it involves a targeted approach to specific members of the public which may feel intrusive to those who receive it due to the particular circumstances that they find themselves in.
Further help
If you require further assistance, please contact the Professional Ethics helpline.
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